Rebranding doesn’t just mean changing the name and visual identity. It should be a transformation of the entire corporate image and sales concept, which will go hand in hand with the proper communication of this transformation. Otherwise you won’t get very far. Let’s look at several cases from practice together, so you know how to (not) do rebranding.
Brand refresh yes, but…
Many companies routinely change their visual identity. They modernize logos and improve the overall design to match current trends . In this case, it is not a matter of rebranding, but of a refresh or redesign, which does not change anything fundamental for customers. However, even this step needs to be done carefully.
For example, the clothing store chain Gap new zealand whatsapp number data completely missed the mark when it replaced its logo with a completely new one in 2010. This caused such a wave of resentment from customers that the company returned to the original logo after only a week. There were several reasons for the failure of this redesign:
The new logo looked like it was created by an amateur in WordArt.
It had uneven spacing and bad proportions.
The chosen font Helvetica was a widely used, generic font at the time.
The company made the change without any prior each traffic source has its own communication and at the most inopportune time – during the Christmas season.
On the other hand, there are companies that approach refreshing or redesigning their logo quite regularly and successfully, for example Google. This is because it powder data dheres to a proven combination of functional elements with current trends .
Why rebrand?
A higher level is a brand name change. You’re stepping on thin ice here, and you should have a solid reason for taking this step. Most often, it is a shift or expansion of the business. When the original name no longer fully reflects the current situation . An example can be the brand Beavia, originally I love Hummus, which expanded the production and sale of chickpea dishes to include fermented vegetables kimchi, and the word hummus in the name thus became confusing.