The point of rebranding is simple: it keeps things fresh; it keeps your brand in the customer’s mind. It can help to differentiate your brand either from competitors new or old, or to shed a negative image. It can position – or reposition – a brand in the marketplace or herald a new product or service, and the aim of all this is to reach new customers and their wallets.
Virtually every company rebrands at some stage of its existence; even top agencies who think that they’ve developed a “future-proof” logo sometimes do it. Two notable volte faces are Coca-Cola, whose disastrous 1985 rebranding – ostensibly to fight off the challenge from Pepsi – was reversed almost immediately following a hostile reception from the public who preferred – and always will – the 1887 version, and the Post Office, briefly (and laughably) Consignia. The moral of this story is “don’t throw the baby out with the bathwater”.
But on the other side of the coin, think of Skoda. Burberry, too, with Emma Watson’s own rebranding and ‘coming of age’ giving Burberry’s image a much-needed laundering.
When we embark on a re-branding exercise, we consider aspects such as the company's objectives, its product, your current audience and your target audience.
A total rebrand can be an expensive process, of course, and an upheaval, although we will do all we can to ensure a smooth transition and to avoid unnecessary expenditure. Stationery will need to be reprinted with your new logo; signage updated; vehicle veneers refitted. A new website. Literature and brochures. But if you’re going to do it, do it right: like plastic surgery, it’s fabulous when it’s good and life-wreckingly awful when it’s bad.
Ensure that we speak your language.
Ask questions. Answer ours.
Give us the fullest picture possible of your goals, your target market, your ambition for your organisation and its products.
We will respond with a logo which encapsulates your ethos and a focused strategy; it will be money well spent.
We're not trying to put you off; we're just asking you to rationalise your decision to re-brand your business or organisation. There are positive and negative consequences to consider. Here is a selection of reasons clients have come to us to re-brand:
- To celebrate an anniversary
- The diversification of the business or a division of the business
- "Our old brand just happened."
- To renew impact
- To reflect growth
- Following a merger or an acquisition