The brand can get through a severe loss and regaining it would be difficult. The Consumers may disagree with the changes made in a brand, or a few may boycott it too. Rebranding brings a risk of losing the consumers, even after you do the right transitions in the process. Remember, without communication, it can create trouble, confusion, and loss to the renowned brand.
The Logo is the face of your business. It should be relevant and must show your product or service. Have patients while making or changing it. Also, make sure when you change your logo, it should be updated in all the branding across your channels.
While rebranding a company, make sure to include everyone from the consumers to the core staff. They should feel the excitement of the renewal of the brand. Working as a team and taking your team forward will create a major role in accomplishing the target of rebranding. If you are planning to change the name of the brand, make sure it must be catchy. Every name tells a story and your brand name needs to tell your story and the services you are providing.
Keep in mind a name should be simple and easy to remember. Rebranding or Renaming the business is an efficient way to create buzz and attention for an existing setup without developing or changing it but it can also lead to risking your brand name and image.
It can bring new consumers but can also lose the previous ones. But making sure of transparency and integrity will help to increase the result.
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An aspirational content writer, studying social work. Kajal loves trying her hands in different crafts. Like Share Loved it? Share with others. Please select the following About Rebranding and its types Rebranding is termed as the process that changes the name, logo, symbol, and product of an already established brand.
Proactive Branding Proactive Brading takes place in advance rather than responding to some kind of event. Why do businesses choose to rebrand? To change the incomplete corporate identity. As a result, consumer rankings have been steadily declining despite best efforts and numerous attempts to turn the ship around. A myriad of further attempts, including further acquisitions, selling key services, and rapidly reducing the staff numbers are reportedly in progress. If you compare their front page to that of their original competitor Google, you immediately see the huge difference.
Google maintains a clean, strong look that evolved over the years, and despite also maintaining countless other services beyond a simple search engine, it keeps its core business front and center. Going back to basics, and separating different service areas, is crucial for them to show off each asset in its best light.
Adding a better balance of negative and positive space on the site would really help to not make it all look so overwhelming. Focusing on adopting more responsive design is also crucial — for a tech company like theirs, not adopting latest technology to ensure convenience and display quality is akin to a mortal sin of web design. After capturing the hearts of little girls and boys! What was once the archetype of femininity, has increasingly become the archetype of outdated female beauty ideals, sexist gender stereotyping and overpriced collector's items.
After struggling with decreasing sales for several years , Mattel, Barbie's parent company, took a huge hit when Disney took its license for the Disney Princesses line, which were essentially dressed-up Barbies, and giving it to their biggest competitor Hasbro.
Mattel has since tried to take action to improve the situation, releasing new Barbies with more diverse body types as well as launching ad campaigns celebrating female leadership.
A quick touch-up of the branding itself might not go amiss either as they try to dig themselves out of the doll-drums sorry.
Releasing new, more diverse models of the classic doll was definitely a great first step, but brand perception has changed so much over the years a re-do of the brand itself might just be in order to make sure the new dolls launch to their best advantage. Changing the typeface of the logo into something more modern, or something symbolic of a positive body image, may be an idea, as would changing the colors to move away from the incessant gendering of the brand.
Business success is all about staying relevant and connecting with your audience. Could use a hand? We've got you covered:. Written by Jane Murray on Wednesday, March 2, Jane Murray is a freelance copywriter based in Sydney.
Apart from writing up a storm for the DesignCrowd blog on anything from logo design to Michael Jackson's shoes, she enjoys reading literary science fiction and hanging out with most animals except wasps. Get in touch via LinkedIn. The new campaign was supposed to target only men, the results of which turned out to be quite horrendous.
In the current environment, where equality and diversity are standing strong, this campaign was perceived as sexist, and excluding women. Moreover, not only has Dr Pepper failed in their campaign, but in their logo design too!
They slightly tweaked the old logo to create something new that was almost impossible to perceive. Bad branding moves one after another!
In , they decided to change the logo. Sadly, this rebranding attempt was perceived with a lot of mixed feelings. The new logo was now completely orange and a faded version of what it used to be and what people easily recognized. Iconic and easy-to-recognize logos should remain the same.
In case you are really opting for a change, make sure to maintain the important elements. Changing important parts of the logo has a big chance of resulting in confusion and disapproval among your customers. Ultimately, this can lead to lost sales and decreased ROI. Oxford Dictionaries is one of the most renowned dictionary producers around the world. Its classic blue logo was one of the symbols of the brand. Hence a surprise when they decided to change it back in ! Interestingly enough, some of the elements are strangely similar to the Beats by Dre company logo.
If we are talking about the brands that need rebranding , we cannot forget to add Capital one to the list. Luckily, in , the bank company Capital One made the right decision of trying to give a new look to the logo design.
And it would have been a great idea if the design did not look like an even more outdated version of the standing one. However, the newly added swoosh with gradient color really does not give a fresh look to a company that bases all of its industry on trust and reputation. Every four years Olympic games are held in a different country. For each event, a different logo design is created to celebrate it.
In the Olympic games were hosted in London, UK. And among a huge number of amazing logos created by other countries, people were expecting the UK to shine. On the contrary, the UK managed to destroy the history of great logos and end up on the list of bad branding examples. The UK Olympics logo design needs more than one look to be understood and definitely does not look like an Olympic Games logo.
Although one-of-a-kind and interesting in theory, complicated designs are difficult to understand. The private security company Blackwater Worldwide gained a lot of negative coverage after an incident in in Iraq, where 14 civilians were killed during an operation. Not being able to erase the bad image surrounding their brand, Blackwater decided to change the name first to Xe Service LLC and later to Academi.
However, it seemed that in Xerox got tired of being perceived as only a copier company and decided to change their logo to represent other areas of expertise. Hence, the new design did not focus on the most important part which is the company name itself, but instead, they added a new visual element that has no direct relation to the company identity. Xerox failed in both trying to show what else they can serve to their customers and to make this big boom in rebranding.
When you decide to rebrand, always remember which business you are operating in, and what the expected future of it is. For the unbeknownst reason, JCPenney decided to change the logo in However, this rebranding attempt got met with great criticisms and thus ended up on our list of bad branding examples! Dare to guess what happened next? The retail chain soon went back to the slightly altered version of its old logo! In the US-based online retail company Overstock. Borrowing the.
What was left as a resemblance to the old logo was the O in the red square. Not much to remember a company by. Therefore, O. Ask yourself whether the new logo will be something your customers will be able to connect to the old one. Changing the entire name to just one letter is not really the best rebranding attempt. The company decided to replace the iconic triangle with a simple dot. And although a minor change, in the eyes of their loyal customers it was very noticeable and not received well.
Rebranding logo created nothing but confusion among the customers who had an emotional bond with the old brand logo. Soon after, AOL rebranded again and created a design that much more resembled the old one. We have mentioned this before, but it is the rebranding lesson number 1! Customers are often emotionally bonded to the brand logo. It is something they recognize the brand by immediately. Changing it completely can alienate them, so always maintain iconic elements on your logo!
Otherwise, you are facing a logo fail! The telecommunication company Verizon changed its logo in , in an attempt to take a fresh and original direction. However, this rebranding campaign just meant rewriting the brand name in a simpler way, with the traditional checkmark moved to the end and displayed and making it slightly smaller.
Despite being a bad branding example, Verizon decided to stick with its new look to this day. Interesting and well-balanced elements can only benefit the logo design. Deciding to remove them can sometimes be a risky move leading to customer dissatisfaction. The DVD rental company Redbox changed its brand logo in The old logo gave the company a nice and silicon valley vibe look.
However, the new logo was met with great criticisms. Occasionally updating a logo and making it a better and more modernized version of what it used to be can be a good rebranding strategy. However, it can often lead to a messy design, so be careful to always get a couple of feedback prior to rebranding.
And, in case you do decide on a change, only add and eliminate elements that make sense. The retail company Sears decided on changing its logo in , in the hope of boosting its sales.
What they did was keeping the original logo and adding an element next to the name. This new logo did not necessarily display any originality , as the added element closely resembled the Airbnb logo. Moreover, such an element clearly does not give any hint of the company industry.
So, instead of creating the whole frenzy around the greatness of its rebranded logo, Sears ended up being a part of Sears vs. We cannot stress it enough: originality is a must. Some of the main reasons for a company to go through rebranding are internationalization, consolidation of a brand, a bad reputation, or a new CEO. Following these tips will help you avoid being listed as a bad branding example.
Do you want more information or help with a rebrand? Try not to do the same mistakes and contact us at Klint Marketing! Customer perception can have a big influence on the success or failure of a business. If you're looking for answers to Have you been searching for buzz marketing strategies to position your brand into the spotlight organically and What is color theory?
How to use color theory in marketing? Why do marketers choose specific colors for their brands? I really appreciate it. Your email address will not be published. Submit Comment. Written By Massimiliano Taddei. Advertising Branding. In fact, brand disasters happen all the time. Table of Contents. Created in-house. College humor.
Image from Pinterest. Who designed it better? Cottbus rebranding source: Nader. Pepper scandalous marketing campaign.
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