By Sajith Ansar is the Founder & CEO of Idea Spice
“A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Ex- Chairman and Chief Executive Officer of The Walt Disney Company – Michael Eisner
A brand must be consistently reviewed to ensure its relevance and recognition in the dynamic global market space. A brand is the extension of you, the element that eventually forms the emotional connect with your key stakeholders.
A brand is a sum total of all the interactions with your business. Besides the visual aspects, your customer service, tone of voice, product or service and even small elements, all add up to reinforce your brand values. When there is a disconnect between the brand and any of these aspects, rebranding may be the redeemer you are looking for.
The exercise of building a compelling brand identity is to keep oneself relevant to the consumer in order to maintain long-term success. Rebranding is an extension of the same idea in which, as part of a marketing strategy even the most successful of companies consider if their efforts are to remain competitive.
Pepsi has had one of the most recognizable brands over its 120 years of existence. From a vintage typography form to minimalist drink –like logo design to finally the current one that gives the impression of a smile – the brand, while maintaining its core elements, has evolved to suit the preference of its target ‘young’ consumers. The brand has undergone changes in their efforts of progressing, with mass preference guided by technological advances.
Keep Stock of Your Story
While rebranding be sure of what your brand story is – what are your ideas of and for the brand, where you’re coming from and where you intend to go. Knowing and reinforcing your brand persona goes a long way in bringing life to the reinvented identity.
When 400 million active users’ take selfie’s, Instagram took steps towards rebranding, they began by identifying the story they wanted to tell through the photo-sharing application’s logo.
Ian Spalter, Head of Design for Instagram, described the new rebrand as a move towards demonstrating the story of their vibrant and diverse community.
The redesigned look replaces the original retro-looking camera with a lively, warm gradient and simplified camera outline. The look was extended to Instagram’s sister apps— Boomerang, Hyperlapse, and Layout – as well.
Stay Aware, Stay Competitive
In order to stay relevant, it’s essential, if not imperative to be aware of trends in the market. Keeping a look out at upcoming brands, their strategies and their designs helps one analyze their own brand’s positioning and chalk out any gaps that need to be addressed in order to get back into the game.
A classic example, in this case, is Etisalat. After years of maintained standard form, the logo underwent a revamp a few years ago to take a fresh, young and cool form. The refreshed version helps the brand look a lot like a telecom brand over a government entity, making it a more accessible, pleasant and successful prospect.
Think Big & Long term
When you consider rebranding, always ask yourself a question. Will this plan benefit the company for long term? Keep in mind expansion plans, diversifications, and acquisitions, extended geographies, and even your exit strategy so the new brand stays relevant. If a firm currently manufactures food packaging and creates a brand that reflects that and later diversifies into logistics, for example, the new brand will again be irrelevant.
Celebrate and announce your new avatar
When the rebranding is done and ready for a roll out, it’s a great marketing opportunity to connect with old customers, prospects and other stakeholders. It builds newfound confidence and respect that translates into business in the near future. Preparing your audience ahead of time and explaining the meaning behind the new brand identity upon release, can eliminate confusion and increase familiarity.
Rebranding could opens doors for reinvention of the wheel or offer a better chance of expressing your unique selling point (USP) in a clearer, more relevant manner. Your brand instantly gets a face-lift, a new lease to life that gives it an edge over your competition, better visibility and renewed grace.
The views expressed by the author are his own and do not necessarily represent those of Gulf Marketing Review.