By: Austin Jensen
Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.
That is the definition of rebranding as worded by Wikipedia. It is amazing to see the changes that some organizations will make to rebrand their products or services. Your brand image is nothing to be taken lightly. I have talked with plenty of companies who say, just give me a logo that I can use. These companies do not realize just how much a logo and brand image means to how customers view your company.
There is much more that goes into a logo than simply your companies name displayed in whatever colors you want incorporated with your brand. Before writing this blog, I talked with our graphic designer to find out what kind of a process he goes through when helping our clients rebrand. He told me that he goes so much more in-depth with his designs. The logo should reflect the companies colors, their story, their customers, their products or services, and should also be up with current brand trends.
This means that branding is a never ending process. Companies must continue to research trends in competitor brands and what customers are finding to be eye catching at that time. This is reflected in the graphic below showing Pepsi’s logo throughout it’s long existence. As you can see they never sat on the first logo and simply called it good, they were continually updating their image to help them better compete with brands such a Coca-Cola.
The big question is, when will I know if my brand needs to be revamped? There really is no correct answer to this question, and sometimes it will make no difference on the balance sheet whether you rebrand or not. One thing that I might through in is employee moral and enthusiasm for the brand. Employees generally take a lot of pride in the brand that they represent. By rebranding an outdated image you can really pump some enthusiasm back into the workplace. Employees get excited about new things and will rally around new ideas. If your company is in this kind of slump of simply day-to-day rolling in and out of work then maybe rebranding could be just the thing to help get your employees excited to come into work each day again.
Another simple answer would be to watch what your competitors are doing. In the world that we live in today image is everything and seeing a logo is the first thing that people see that represents your brand. If they see some outdated worn out logo they may already be making judgements about your company that you do not want.
Even in our short existence so far as Freaky Fresh Marketing we are going through a rebranding. This is based on what is easy to read falls in line with current marketing trends. Although being Freaky Fresh meant that we had to keep some flare to our brand as well. When we talked to our graphic designer about what we wanted we told him give us something fun but professional. We also knew that we wanted orange as our primary color, because it is the color for creativity and enthusiasm. We also stayed with our blue leaf which stands for trust, confidence, and loyalty. The current trend in marketing companies around Iowa was rounded edges which is something we made sure to incorporate. Here was the thought process:
Here is what we ended up on, and of course being Freaky Fresh we had to make sure we had a mascot, which brought life to Freddy Fresh! What do you think? Does it reflect everything that I told you we wanted?
Is your company looking to rebrand? Give us a call and let us help you in this exciting process!