As a business owner, you understand the importance of staying current and relevant. But what happens when your brand no longer resonates with your audience or fails to reflect your company's values? This is where rebranding comes in. In this article, we'll explore the benefits of rebranding, strategies for success, and a case study on Nokia's bold move to rebrand.
Rebranding your business can seem like a daunting task, but it's essential for staying competitive in today's fast-paced market. A rebrand can breathe new life into your business and help you connect with your target audience in a more meaningful way. It can also help you stand out from your competitors and differentiate your brand in a crowded marketplace.
Additionally, rebranding can help you stay in line with your company's values and mission. As your business grows and evolves, it's natural for your brand to evolve as well. A rebrand can reflect these changes and help you communicate your positioning effectively.
When it comes to rebranding, there are several strategies to consider. Some businesses may choose to completely overhaul their brand, while others may opt for a more subtle refresh. Here are a few rebranding strategies to consider:
A complete overhaul involves changing all aspects of your brand, from your logo and website to your messaging and marketing materials. This strategy is best for businesses that need a complete rebrand or are starting from scratch.
An evolution involves making small changes to your brand over time. This strategy is best for businesses that want to stay current but don't want to completely change their brand identity.
A targeted refresh involves making targeted changes to specific aspects of your brand, such as updating your logo or changing your messaging. This strategy is best for businesses that want to make small changes to their brand without completely overhauling it.
When choosing a rebranding strategy, it's important to consider your business goals, target audience, and budget. A complete overhaul may be more expensive and time-consuming, but it can have a bigger impact. A targeted refresh may be more cost-effective and quicker, but it may not have as big of an impact.
To elaborate further, let’s look at a rebrand by one of the oldest tech giants.
In 2014, Nokia underwent a major rebrand. The company had recently sold its mobile phone business to Microsoft and wanted to focus on its remaining business units: Nokia Networks and Nokia Technologies.
The new branding focused on the idea of "human technology" and reflected the company's commitment to innovation and technology that improves people's lives. The new logo featured a more modern and streamlined design, and the company's visual identity was updated to reflect the new brand message.
The rebrand was a success, and Nokia's stock price increased by 75% in the first year after the rebrand. The company's renewed focus on innovation and technology helped it stay competitive in a crowded marketplace.
Image Source: The Verge
Fast forward a few years, and the tech giant redesigned its logo to announce that the company has left its mobile manufacturing division far behind.
The new Nokia logo, launched on February 26th is reflective of the repositioning of the brand i.e. a focus on networks and industrial digitalisation.
Examples of Successful Rebrands
There are countless examples of successful rebrands, from Apple's iconic logo to Coca-Cola's "Taste the Feeling" campaign. Here are a few more examples of successful rebrands:
In 2011, Starbucks underwent a major rebrand. The new logo removed the company name and focused on the iconic mermaid logo. The new logo was designed to reflect the company's commitment to sustainability and its focus on coffee.
In 2014, Airbnb underwent a complete rebrand. The new logo and branding focused on the idea of "belonging" and reflected the company's commitment to creating a sense of community for its users.
In 2010, Old Spice underwent a targeted refresh. The new marketing campaign, "The Man Your Man Could Smell Like," was a huge success and helped the brand connect with a younger audience.
Rebranding can be a tricky process, and there are several common mistakes to avoid. Here are a few mistakes to watch out for:
Before undergoing a rebrand, it's important to do your research. This includes researching your target audience, competitors, and market trends. Failing to do your research can result in a rebrand that doesn't resonate with your target audience or isn't competitive in the marketplace.
While a complete overhaul can be effective, changing too much too quickly can be jarring for your audience. It's important to balance the need for change with the need to maintain consistency and familiarity.
A successful rebrand requires effective communication. Failing to communicate the rebrand to your audience can result in confusion and a loss of trust.
Creating a strong rebranding strategy requires careful planning and execution. Here are a few tips for creating a successful rebrand:
Before undergoing a rebrand, it's important to set clear goals. This includes defining your target audience, identifying your unique selling proposition, and establishing key performance indicators.
A successful rebrand requires a clear brand message and identity. This includes a clear brand voice, messaging, and visual identity that reflects your company's values and mission.
Rebranding is a team effort, and it's important to involve your team in the process. This includes getting feedback from employees, involving key stakeholders, and ensuring everyone is on board with the rebrand.
Image Source: Tailor Brands
A clear brand message and identity are essential for a successful rebrand. Your brand message and identity should reflect your company's values and mission and resonate with your target audience. A clear brand message and identity can also help you stand out from your competitors and differentiate your brand in a crowded marketplace.
Measuring the success of your rebranding efforts is essential for determining the effectiveness of your strategy. Here are a few metrics to consider:
Brand awareness measures how familiar your target audience is with your brand. This can be measured through surveys or social media analytics.
Engagement measures how much your target audience is interacting with your brand. This can be measured through social media analytics or website traffic data.
Sales are the ultimate metric for measuring the success of your rebrand. This includes tracking sales before and after the rebrand and monitoring changes in customer behavior.
Rebranding can be a powerful tool for staying relevant and competitive in today's market. Whether you're considering a complete overhaul or a targeted refresh, it's important to take the time to develop a strong rebranding strategy that reflects your company's values and resonates with your target audience.
Remember to involve your team in the process, communicate the rebrand to your audience, and measure the success of your efforts. And don't be afraid to take bold steps, like Nokia did, to differentiate your brand and stay ahead of the competition.
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