Rebranding is Much More Than Designing a New Logo

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abdulahad
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Rebranding is Much More Than Designing a New Logo

Post by abdulahad »

Companies put a lot of stock in logos, and who can blame them? A logo is meant to serve as a visual and memorable representation of a brand, an enduring symbol of what it means to be “me.” But this graphical, emblematic totem rarely says much on its own. And when a logo becomes the focal point of a rebranding effort, which it often does, you’re missing the mark. A rebrand is closer to a revolution than an evolution. It should represent a fundamental shift in how you position your business. Sure, the logo and design will be a part of this. But the most important aspects will be the rationale behind the initiative and the outcome you’re hoping to achieve. Most of today’s rebranding efforts are in response to changes in the marketplace or consumer behavior.
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Perhaps a new competitor has disrupted industry norms, and your brand is now seen as stodgy or pedantic. When Airbnb turned the hospitality industry on its head, Marriott responded with the launch of Moxy Hotels in hopes of appealing to Millennial travelers. Phone Number ListRadisson did the same with Radisson Red, introducing a hip, lower-cost option for this same demographic. Both of these rebranding efforts are more than design or messaging—they’re new experience-driven business models. And it’s this emphasis on experience that’s altered how businesses think about branding. If you want to connect with consumers, branding—or rebranding, at that—has to move beyond look and feel. It must encapsulate and communicate the authentic purpose of your brand. Ogilvy did just this when it went through a rebranding initiative—or, to use the agency’s terminology, a “re-founding.” The objective wasn’t just to repackage its brand for a younger audience; it was to position itself as a creative network, which entailed two years’ worth of restructuring to its staff, organizational design, and financial reporting standards.

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For Ogilvy, the rebranding was about authentically asserting its identity. The Struggle Is Real Not all companies, of course, are successful with their rebranding efforts. Some brands neglect the needs of their customers as they rethink their position in the marketplace. KMS haircare recently repositioned its brand with a new aesthetic to appeal to “premium” consumers and build a more diverse customer base. Part of the initiative, however, included a change to its product formulas, which could alienate people who loved the originals. Some brands also forget about staff in the midst of a rebranding. Any change should make your employees feel excited, not like an afterthought. Besides, the people who work for you are just as much a part of your brand as the products or services you offer.
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