Rebrand for the Right Reasons

1. RE-BRAND FOR THE RIGHT REASONS

All of the following seem really good reasons to refresh the brand:

  • Your logo has not been updated in the past (20) years and does not reflect a contemporary image
  • Your logo was not professionally designed or does not reflect the prestige of the company
  • Newer competition is capturing market share with a more sophisticated marketing image
  • You have lost touch with your customers and need to remind them of your value
  • You are moving into a different market or strategic direction

But, take a moment to consider that the greatest brands are the ones that have changed their branding in the least number of ways: Coke, Disney, Mercedes, IBM, McDonald’s, Heinz, Apple. While all the above can be very good reasons to refresh your brand, how significantly you change your brand will depend on a number of factors, each adding weight to the scale.

Very important – Use these next 2 questions to moderate your approach:

On a scale of 1 — 10 (where 1 is lowest and 10 is the highest score):

Q: How far have your (company’s) core values changed since you introduced the current version of your brand?

A: If you scored below 5, your brand refresh should be slight, if at all. If you score close to 10 your brand refresh should demonstrate the new direction.

On a scale of 1 — 10 (where 1 is lowest and 10 is the highest score):

Q: How well does your marketplace understand your current brand message?

A: If you scored below 5 your brand refresh should reinforce your core brand values to make them more obvious. If you score close to 10 your brand refresh could actually harm its existing equity by creating confusion.

Here are some of our re-branding projects.

Take a look at the evolution of the Toronto Blue Jays baseball team:

Did anybody identify with the centre logo? It lasted only 1 season. The Toronto fan-base recognized 2004 as a ‘get serious’ icon, but the true value lay in the return to the core brand in 2012. Yet somebody had the motivation to invest in a direction that did not ultimately come to fruition. If the brand represents the team, then it may not be such a coincidence that we are looking at the best team lineup since 1993.

Re-branding can be a key instrument to indicate change. You have to dig deep to make the process successful. Marketers that choose to re-brand for cosmetic reasons can create more confusion through an expensive undertaking.

  • Attracting Customers
  • Building Relationships
  • Eliminating Competition

Hydrogen Creative builds marketing, advertising and creative communications that reach for your goals.

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