The Dos and Don'ts of a Rebranding Strategy Part Two
2. Look to the Past to Find Your Future
Companies born of another era have a treasure trove of inspiration for a revived identity. A brand that evokes nostalgia while stepping into the future is one of fresh authenticity.
The company’s image of Britain-based Co-op was struggling until it looked inward and found the common threads that ran throughout its history. The original company values were dusted off and the previously iconic cloverleaf shape was brought back to center stage in a new, digital-friendly style.
The positive consumer reaction spread across generations and geography. Creative Director at DesignBridge, Chloe Templeman, explains that a successful rebranding is “about taking inspiration from past brand stories, and then putting a modern lens on it.”
3. Don’t Lose Your Identity
As design trends come and go, a company should not follow the pack blindly. Brands should first understand what is most true about their differentiator and identity.
When Tropicana went through the rebranding steps and launched a new packaging design, the team had done away with the iconic symbol and simplified everything within the look, just as competitors had been doing.
In one fell swoop, they lost all brand recognition and sales dropped dramatically to 20%. The original logo design was quickly reinstated, but the fumble will go down in branding history.
To conclude, rebranding should be an endeavor based on research, introspection, and strategy. The process should not be rushed or deprioritized rather, it should be done carefully all the way through the launch.
By taking the time to find out what makes a brand desirable, a rebrand can leverage the best characteristics of a company and hone a deeper connection with consumers.
It’s clear that success comes to the companies that understand who they are, what they want to become, and how to value the people who are loyal to the brand.