Rebranding: It’s Not About Admitting Failure

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When someone mentions rebranding, what’s the first thing that comes to mind? If it’s along the lines of “what went wrong?” you’re not alone. To be honest, I used to think that same thing.

When a company decides that a rebrand may be in order they’re usually dealing with one of these two situations:

“The natural course of design” – This is when a design style (ex. flat or dimensional) is followed to meet the expectations of a current trend.  This can be specific colors, textures, font styles, etc.

More commonly, when a brand is on the chopping block it’s because it simply became obsolete. Many times this is the case when a company alters its culture, offers new product lines, or has redefined its target market.

Neither of these situations should be looked at as a true negative because they are a natural result of growth. If the original branding process was well thought out and implemented with intention then it served its purpose and can go down with dignity.

Now don’t get me wrong, there are some brands out there that are total crap.  So bad, in fact, they’re either offensive or are just unclear.  Well, maybe that was their goal to begin with.  Who knows.

Some simple words of wisdom when it comes to branding: A brand is never created overnight!

 

One of my favorite branding quotes came from award-winning branding consultant, Simon Mainwaring.

“The keys to brand success are self-definition, transparency, authenticity and accountability.”

Take a peek at the rebranding the Starbucks has gone through over the years.  Not to mention variations throughout international markets.

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