Every seasoned marketer knows that rebranding is much more than adopting a trendy new package design. Rebranding is a transformation of your company’s purpose and mission, and it should only be done after a thorough assessment of your brand’s current standing.
To help you decide if rebranding is truly the right decision, here are three times when rebranding makes sense, as well as examples of companies that have successfully renovated their brand.
Rebranding to Solve a Problem: Drizly
A rebrand should solve your brand’s biggest challenges. Take Drizly, for example. Just last month the alcohol delivery service launched a rebrand because they felt their mobile app wasn’t providing the standout e-commerce experience their customers desired, and their blue, plain-looking design reflected that.
To imitate the efficient browsing capabilities of Netflix or Amazon, Drizly’s new app offers complex search capabilities and product reviews and ratings—all with a vibrant new logo and stylish red branding to match. “The new brand identity gives us a better platform for becoming among the most satisfying places to shop online,” Senior Vice President of Marketing Michael DiLorenzo told BetaBoston.
Re-establishing Brand Relevancy: Foursquare
Trends are constantly evolving and consumer desires reflect that. With this in mind, it’s critical to ask: is your brand still relevant to your target market? Foursquare asked this same question before they rebranded in the summer of 2014. Sam Brown, Design Director at Foursqure, has a great blog post on their rebranding process.
The travel discovery service separated its old app into two apps—a check-in app called Swarm and a main Foursquare app. To tap into personalization—a growing trend in today’s market—Foursquare’s new app offers detailed personal recommendations based on user history and preferences. This helps Foursquare differentiate itself from competitors like Yelp and re-establish their positioning as a trendsetting tech company.
Considering A Brand Refresh: Morton Salt
A brand refresh is less drastic than a rebrand, but it can still make a major difference in how consumers perceive your brand. Morton Salt is an excellent example—in February 2014, the iconic, century-old brand refreshed their packaging with a more contemporary font and a subtly renewed package design. Christian Herrmann, CEO of Morton Salt, told The Dieline, “We constantly listen to consumers to ensure that we continue to meet their changing needs.” He added, “Through our latest market research, we know that the Morton Salt Girl is synonymous with the brand and her timeless, classic look still resonates with consumers today.” This rebrand established consistency across all Morton products, which previously varied in package and label appearance, to remind consumers why it has been a top choice for the past 100 years.
Refresh, Rebrand, or Neither?
Sometimes, Infusing your logo with flat design or updating your packaging with a fresh look is all you need to take your brand from boring to bestseller. Other times, your company could be expecting a major change, such as a merger, an acquisition or a new product launch, which would require an entirely new brand in order to meet expectations. Whether you’re thinking about a rebrand or a refresh, it’s important to pinpoint exactly how it will improve your brand’s current standing and how you expect to measure that evolution.
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