If there’s anything I’ve learned so far in my career, it’s the importance of branding. Jeff Bezos, CEO of Amazon says that, “Your brand is what other people say about you when you’re not in the room”. If you’re not 100% certain about what people are saying about your brand or would like to change the story/rhetoric, try considering a company rebrand.
Rebranding means to change the corporate image of a company or organization which ranges anywhere from changing your image, logo, name, or strategies. While there is a lot of work that goes into rebranding, the results can be incredible. If you’re on the fence, here’s why you should get off and get started:
Rebranding changes your company story.
After the Super Size Me documentary debuted, not only McDonald’s, but the fast food industry on a whole came under serious fire for how unhealthy it actually was and what it does to our bodies.
McDonald’s responded two years later by changing their logo – goodbye “I’m Lovin’ it”, revamping the customer experience to provide faster service, providing healthier options on their menu like salads and wraps, and remodelled most stores to feel less like a food chain and more like a restaurant.
To this day McDonald’s is constantly revamping its menu items and has started providing a calorie count beside every item so that you know exactly how many calories you’re consuming. McDonald’s is a great example of how rebranding can change your story.
Rebranding keeps your company and brand relevant.
Staying top of mind is a goal every company has. Whether that be acquiring a new toy license, taking on a new initiative, or revamping your company logo and image, rebranding can help.
New Balance upped their game by totally transforming their targeting demographics. Rather than targeting athletes, they made their content more relatable by switching to more lifestyle shots, enticing a much younger demographic and by changing the colour schemes of their shoes and GUESS WHAT…it worked!
Gone were the days when wearing New Balance shoes was socially unacceptable. As of 3 years ago, you weren’t cool if you didn’t own at least one pair.
From McDonald’s having healthier options to New Balance enticing younger consumers, rebranding can help give your company and brand the lift it needs.
What was your favourite rebrand?
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