Things To Consider When Rebranding

by Lucy Robinson


Have you been weighing up the pros and cons of rebranding?

Perhaps you're not sure whether you're making the right decision or not?

Maybe you have chosen to rebrand, but you don't know how to implement a successful rebranding strategy?

Worry not, as our eCommerce experts from iocea are here to talk you through some of the most important steps of rebranding. First of all, work out whether a rebrand is necessary for your business and why you should consider it. Once you have made your decision, we will explain five essential steps for your rebranding strategy.


Why consider a rebrand?

There are many reasons why your business might consider a rebrand and it is important only to do so if it is beneficial to you. You might consider a full rebrand or a partial rebrand, depending on how closely you would like to be associated with the previous brand. For example, if you are rebranding as a result of a PR disaster, you may choose a full rebrand so that any existing perceptions of your existing brand can be disassociated with the new brand. If you are simply wanting to diversify your brand and enter a new market, you may choose to simplify your brand rather than change it completely. For example, Dunkin' Donuts rebranded to Dunkin' when they began to offer more than just donuts.

Below, we have listed some reasons why it might be appropriate for your business to rebrand.

  • To reposition yourselves in the market. You may choose to do this if you have previously been associated with a particular market segment, but wish to target and appeal to a new segment. For example, Waitrose rebranded in 2018 to Waitrose and Partners, introducing a new, modern logo. This allowed them to become more appealing to a younger audience, as they had previously been primarily associated with an older demographic.
  • Because you are diversifying your business. Are you currently operating in one market, but wishing to enter into a completely new market? This is common when businesses choose to grow and expand their offering. For example, Marmite expanded their brand into other markets, such as savoury snacks, and Pizza Express expanded into food retail from hospitality. Whilst a rebrand isn't essential when diversifying, it may be worth having a partial re-brand. As we mentioned earlier, Dunkin' Donuts made a simple rebrand to Dunkin' when entering a new market.
  • You have a new mission, new values or a new philosophy. As consumer demands change, you may find it necessary for your brand to change. For example, you may choose to rebrand to re-establish yourselves as an eco-friendly, sustainable brand. Or, perhaps you are now focused on offering unisex products and wish to make your brand more 'gender neutral'. Align your brand image with your business philosophy, so that consumers can associate you with particular values.
  • Your business is merging or an acquisition is taking place. After businesses merge or are acquired, it may be necessary to rebrand, either to incorporate a new joint brand identity or for new owners to 'put their stamp on it'. For example, after Mondelez (Kraft) acquired Cadbury, they had a slight rebrand shortly after. As did the Ecover brand after it was acquired by SC Johnson.
  • To change consumer perceptions. If a brand has negative connotations or a bad consumer perception, then they wish to 'wipe the slate clean' with a rebrand, where existing perceptions of the brand can be disassociated. 


The Top Three Things To Consider In Your Rebranding Strategy

1. Re-establish who your audience are and which market segment you are targeting

Identify exactly who you want to target with your rebrand, i.e. demographics, psychographics and where your brand will place in the market. For example, perhaps you are a family-friendly restaurant that are re-positioning themselves as a high-class, adults only restaurant. You are aiming to target adults, aged 25 +, from higher-income households who are based in Central Lincoln and surrounding areas.

2. Create a new logo, slogan and brand image that appeals to your new target audience
Using the example above, if you wish to change customer perceptions of your brand, you may choose to create a more sophisticated logo, jazz up your interior, review pricing and suppliers, bring in classier staff uniforms and add new premium-appearance signage to your premises. This way, customers will identify your brand as a higher-class establishment, helping you to reposition and attract your new target clientele.

Often brands will change visually, but won't rename. If you are looking to extend your brand into new markets, then it may be sensible to adapt your existing name slightly so that you are still recognisable but also seen as being 'new'. If you are wanting to be completely disassociated from your previous brand, then it is sensible to change your name completely. In the restaurants case, we would recommend a new name. Or, if you have already built up a successful brand, you may find that it would be damaging to make any changes to your name.

3. Divise a new marketing strategy
Promote your new brand with a successful marketing strategy which reaches the your target audience, effectively communicates your desired message, attracts attention and changes perceptions.
You should consider the mix of media that you wish to use (i.e print, outdoor, traditional, digital, social media, PR), how you will present your messaging (i.e. video, text, imagery) and what messages you will send (i.e. what do you want your audience to take away from your campaigns, what copy will you use).
You should also consider any promotions which you wish to run to boost your new brand, for example an introductory offer or new visual merchandising displays.


rebranding examples

Examples Of Successful Rebrands

Instagram

Over the years, Instagram has adapted its logo. Subtle logo changes are often made by brands to help them become more modern. Identifiable features are kept and they are often simplified. Now, the Instagram 'camera' icon could be presented in different ways but still easily recognisable as Instagram.

Uber

Uber changed its typography from a serious, all capitals font, to a lowercase 'friendly' font. They changed their logo and house style to correspond, in attempt to be identified as a more 'approachable' brand after a series of driver attacks on customers caused a lot of negative publicity.

Co-op

Once well-established as 'The Co-Operative', a rebrand took place, where they renamed themselves and changed their store merchandising to align with their new 'modern' image.

Iocea: Helping You Rebrand

At iocea, we can help you to complete a full or partial rebrand. The advantage of us being a full-solutions eCommerce agency is that our clients can benefit from the expertise of our designers, developers and digital marketing experts who can work together in collaboration to create a new brand identity which is consistent across all areas, including your logo, your website design, your social media accounts and page text.

Get in touch with our Lincolnshire eCommerce agency to discuss any requirements that you may have and for any additional support when rebranding.