How To Successfully Rebrand A Logo
Rebranding is a change in the concept of doing business. Logo rebranding affects the internal aspects of the company: target audience, direction of work, positioning, idea.
To carry out rebranding, the following stages go through: changing the strategy, business ideas and restyling, which leads to a change in activities and target audience, as well as external attributes. The purpose of the rebranding is to strengthen the brand and expand the customer base.
Why is rebranding necessary?
There is an opinion that rebranding is just a change in the company logo, but this is not so. This is a set of tasks: revision of the target audience, revision of storytelling, company values, mission, brand platform and new positioning of oneself.
Rebranding often pushes the development of a whole plan of action for one goal, increasing the company’s profits.
If you decide to change the logo, make it in Turbologo.
- Increasing competitiveness
A successful rebrand is the end result of a product or service with an identity that is difficult to replicate.
- Change of company strategy
As your business expands, there comes a time when it’s time to make adjustments to your strategy. The previous strategy is outdated and does not bring the desired result for the development of the company.
- Attracting a new target audience
New ideas will spark interest from previously unreached audiences and bring brand development.
- Increasing the level of customer loyalty
- The possibility of increasing the cost of the average check, and, accordingly, profit
- New ad launch
The renewal of the company makes it possible to launch completely new advertising, which also contributes to the interest and attraction of new customers.
How to Rebrand in 2022: Tips
So, you have decided that the company requires changes for further growth and development. How to bring your idea to life?
The first step is to have a clear understanding of what changes you would like to see.
The next step is to find the target audience. For rebranding to bring the desired result, you need to not only focus on the audience, but also resonate with it.
To determine the audience, it is worth considering demographics and who you would like to attract. It is required to determine:
- Age and gender
- Location location
- Education and income
- Interests and hobbies
- Past associations with the brand among the desired audience
- Communication with competitors
By answering these questions, you can get to know your audience better and create rebrands that generate interest.
An important step will be a detailed study of the services and products of your competitors.
Decide what to keep and what to remove. Before rebranding, find out what things remain working and bring results, despite long-term use. For example, the brand name should not be changed, as it already has a well-deserved reputation and this contributes to recognition.
If you want to create a completely new product or there is a change in leadership, a merger of two companies for further work, then a name change is a good idea, but it is worth remembering that reputation will need to be earned again.
Points that should be worked out and decided to make changes to them or not, when rebranding:
- Brand color
- Printing house
- Product packaging
- Photo style
- Business cards
- Brand Tone
- Employee communication and training
- Brand culture
- Social media posts
- Promotion, etc.
After analyzing all aspects of the brand, it will be easier to understand what changes you would like to see.
Collaborate with your team. The plan for rebranding the company is best discussed with colleagues and investors first. Listen to opinions and come to a common goal.
Analyze your audience, which is worth attracting. While rebranding and before it’s finalized, it’s a good idea to show some of what your brand will look like as a result.
Such a move by companies generates interest and expectation, which will make the launch much more successful. Also, positive responses are caused by short comments from the audience regarding why you decided to make changes to the brand in one place or another.
Reviews are the most important part of a rebrand. You need to focus on the needs of your customers and listen to whether they are satisfied with the result of the work done.
When the marketing audit is completed and the strengths and weaknesses of the brand are identified, repositioning is carried out. Changes are made to the characteristics of the brand, idea and concept.
When a rebranding plan and strategy has been developed, the next step will be restyling (changing the logo). The communication strategy is carried out in order to convey to employees and consumers the underlying meaning of rebranding and its characteristics.
And the final stage is the implementation of the results of the changes made.
Examples of rebranding companies in 2022
The company CloundPayments, which provides online payment services, has rebranded this year. The change was facilitated by the fact that, against the background of the recognition of the CloundPayments mono-brand, other business lines were slowly developing.
Thus, the decision was made to combine all products under the same brand name Cloud. This brand has established itself in the market and gained a good reputation. During the rebranding, a single slogan was made for all lines, due to which they became unique and recognizable.
The concept of brand renewal is based on the idea of partnership, moving forward and striving for development. To develop a new logo, the company turned to Luch design studio for help. When changing, an important point was to keep the UI system and fonts in the same form, everything else received adjustments.
During the rebranding, a video was presented that shows the concepts and key tasks of the company. This was an important step to keep their customers interested and to attract new customers.
In this case, with the help of the update, the company achieved the result of developing its brand in all directions, as well as attracting new customers, which significantly increased profits.
Rebranding of Barilla pasta company. The rebranding was carried out in preparation for the celebration of the 145th anniversary of the founding of the production and in order to announce the expansion of its range.
The new logo was created with the help of designers from the Italian design agency Robilant. One of the main requirements was the rejection of the plastic window on the packaging, which significantly reduces the production of plastic, and, accordingly, costs.
Also, the owners of the company wanted to see their logo exclusively in red, which, as planned, symbolizes love. One of the employees commented on this: “Cooking pasta is not just a culinary act, but a sign of love, expressing something that we cannot express in words.”
Thus, with the help of rebranding, the brand strategy was rethought, changes were made and consumers were informed about the expansion of the range.
Pharmaceutical company Sanofi rebranded in 2022, completely changing its logo. This event was facilitated by the CEO’s rethinking of the strategy for the production of medical products and the approach to the celebration of the 50th anniversary since the founding.
This prompted the fact that in the future the production will focus on the scientific development of drugs that have no analogues in the world. The logo was created new, without retaining the previous elements, as the concept of the company has completely changed its course.
The CEO comments on the chosen strategy as follows: “Play to win.”
In this case, the rebranding was carried out with the aim of changing the company’s strategy, developing new and improving existing drugs, introducing them to the market, which is focused on attracting a large number of consumers and increasing profits.
The global market for goods and services is a fairly dynamic system. Every year there are more and more competitors, marketing technologies are developing.
Companies also do not stand still, they develop, expand the range of goods produced and the provision of services, resulting in a discrepancy between communication solutions, principles of positioning themselves, etc.
In order to make the brand more relevant, in demand and increase income, rebranding is carried out. This is a large-scale update, the purpose of which is to further develop and maintain the relevance of the company.