Companies rebrand all the time, from the very big ones like Netflix and Amazon to local startups looking to boost their performance or get a fresh start. For most companies, rebranding isn’t just a change in the logo (although it can be), it’s a full-house clean-up that involves creating a new look and feel to better reflect the goals and services they provide.
Rebranding is done for a variety of reasons but oftentimes it has to do with reaching new goals and changing client perspective about your organization or products. When it’s done right, rebranding can help strengthen a brand and ensure its survival.
Here are 5 ways rebranding can help you reach your goals:
A company’s identity can determine its trustworthiness, usefulness, and reliability. You want to make sure that your company’s identity matches your company’s mission and bottom line. For example, if your company’s goal is to provide clients with a more streamlined and efficient way of doing something, then your company’s website must reflect directness and efficiency as well.
2. Rebranding Keeps You Relevant
With different generations comes a different opinion on what is relevant and interesting. Rebranding can help you stay with the times by refocusing your marketing campaigns to the consumers who will benefit from your brand.
3. Rebranding Broadens Your Appeal
Brands and companies that have been around for a few decades have had to adapt their products and services to match the shift in culture and technology. Adapting to these changes will make your brand more appealing to consumers. And, these changes can be as simple as ensuring that your website has mobile optimization!
Here’s an interesting fact. In 2010, the brand Old Spice, which creates body hygiene products for men, did a little research and realized that the majority of their products were being purchased by women, for their men! So what did they do? They widened their target demographic to women and launched the campaign, “The Man Your Man Can Smell Like.” The result was a 300% increase in website traffic and a 200% increase in sales and subscriptions.
5. Rebranding Allows You To Change The Narrative Of Your Story
As companies grow and evolve, their narrative changes too. Changing the narrative of your company’s story makes sense – the past story may not be relevant anymore, or it may downright inaccurate to what the present company represents. Just think of Subway’s Jared Fogle, who lost a lot of weight by eating Subways. For a long time, Fogle gave the company the personal touch that it needed, but after the 2015 conviction, Subway dropped him and changed the narrative away.
Rebranding is tricky to get right but sometimes it’s absolutely necessary if we hope to achieve our goals and help your brand grow and stand out from the rest. Want to learn more about rebranding, or how your own brand could be revitalized? Give us a call! We’ll walk you through it.