Branding is vital for businesses as it is an opportunity to create a unique identity for your company. 81% of consumers need to trust a brand before buying something from them, according to Oberlo.
To keep up with the competition, it’s necessary for companies to continually reinvent themselves by refreshing their look, voice, and message. Often, this calls for a rebranding.
What is rebranding, and why is it important?
Rebranding is the process of creating a new brand identity for a company. This can involve changing the name, logo, colors, and messaging.
Rebranding is crucial and here is why you should consider it for your business:
- It can help you stand out from the competition.
- It can improve customer perception of your brand
- It can help attract new customers
- It can revitalize your existing brand
- It can strengthen your market position
Successfully rebranding examples
Some of the notable most successful rebranding campaigns in history are:
Coca-Cola
Coca-Cola has had a long and successful run. Coca-Cola has also had several rebrands since its launch in 1887. Throughout this time, they have maintained that signature red color.
In 1985, Coca-Cola introduced the now-iconic “Coke” can. In 2001, they changed their logo to a more modern look. And in 2005, they tweaked their messaging to focus on the idea of happiness.
The 2016 rebranding refreshed their logo during the “Taste the Feeling” campaign. The main objectives of this campaign were to emphasize the emotional connection consumers have with the brand and remind people that Coca-Cola is more than just a beverage.
The 2021 rebranding is part of Coca-Cola's 'One Brand' strategy. The focus is to help consumers realize that all Coca-Cola brands (Diet Coke, Coca-Cola Zero, etc.) are as good as regular Coca-Cola.
Coca-Cola has rebranded several times, and each time they have been successful. This is because they always paid attention to what was happening in their industry and tried to stay relevant. They also focus on creating an emotional connection with their consumers.
Lessons learned:
- Keep your brand relevant by paying attention to what's happening in your industry. When Coca-Cola replaced Coca-Cola classic with Coca-Cola ("new Coke") in 1985, they had to revert to the original formula in less than 3 months.
- Create an emotional connection with your consumers.
- Refresh your logo and messaging periodically.
Coca-Cola has been successful for so long because they’ve constantly evolved its branding to stay relevant. They’ve managed to stay on trend with the times.
Coca -Cola is also an example of how rebranding can maintain your brand's identity while also refreshing the look and feel to attract new customers.
Pepsi
Like its rival Coca-Cola, Pepsi has also had a long and successful run. Pepsi has evolved from the dull Brad’s Drink in 1893 to Pepsi Cola and then to the Pepsi we know today.
In 2008, Pepsi rebranded and switched its logo from the wordmark to a more modern look. They also tweaked their messaging and focused on the idea of refreshment.
Pepsi has been with this since 2008, and it has been successful for them.
Lessons learned:
- Keep your logo and messaging up to date.
- Refreshment is a timeless value that will always be relevant to consumers. Pepsi has successfully communicated this over the years through its branding. They have had it over 13 times.
- Work on creating an emotional connection with your consumers.
- Evolve your branding periodically to stay relevant.
GoDaddy
Before the rebranding, GoDaddy had stuck with its initial branding for 23 years. In 2020, they changed their entire brand and messaging.
The goal of the rebrand was to position GoDaddy as a credible advisor for small businesses. They did this by shifting from focusing on the sale of domains and hosting to providing solutions for small businesses.
GoDaddy's rebranding was successful because it helped them stand out from the competition.
Lessons learned:
- Be willing to evolve your brand ultimately.
- Focus on the needs of your consumers.
- Position your brand as an expert in your industry.
GoDaddy rebranded because they realized that their old branding was no longer relevant. They shifted their focus to small businesses and positioned themselves as experts in the field. This helped them stand out from the competition and increased their profits.
LinkedIn is a professional social media platform that was founded in 2003. In 2019, they underwent a significant rebranding.
The goal of the rebranding was to position LinkedIn as a more professional social media platform. They did this by changing their logo, messaging, and website.
LinkedIn used photos of real people at work as their new branding. This was a significant shift from their old branding, which used stock photos.
LinkedIn's rebranding was successful because it helped to portray the 'professional' theme.
Lessons learned:
- Change your branding according to the current trends in your industry.
- Use a more professional presentation to help convey professionalism.
- They used actual photos of real people to help their branding be more personal and connect with their consumers deeper.
Apple
Apple is an excellent example of how successful a rebranding can be. Before the rebranding, Apple was known for its computers. However, in 2001 they shifted into the music industry by launching iTunes and the iPod.
Apple's brand transformation was successful because people started to see them as innovative in all things technology, not just computers. They have successfully expanded into other related markets while also maintaining their reputation as a technology company.
Lessons learned:
● Rebranding can help you expand your business and enter related markets.
Apple rebranded because it no longer wanted to be known as just a computer company and successfully expanded into other markets while maintaining its reputation as a technology leader. This helped them become the giants that we know them as today.
Netflix
Netflix is a prime example of how rebranding can help you increase your brand awareness and boost profits.
Before the rebranding, Netflix was known for postal DVDs and Blu-ray rentals. In 2007 they shifted to video streaming only and focused on original content and advertisements for free programming.
The decision to shift focus to streaming was successful because it helped them grow their subscriber base. The platform saw an increase from 7.5 million subscribers in 2007 to 12 million in 2009.
Netflix's rebranding was successful because it helped them increase their brand awareness and profits.
Lessons learned:
- Shift your focus to match the current needs of your consumers.
Netflix shifted its focus from postal DVDs and rentals to video streaming only to match its consumers’ needs. This helped them increase brand awareness and boost profits.
Amazon Advertising
In 2018, Amazon Advertising refreshed its advertising division. The purpose of the rebranding was to reposition Amazon's media, marketing, and advertising departments into one "Amazon Advertising" unit for the first time. To accomplish this, Amazon dropped some of its brand names including Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP).
This change was made to streamline advertising on Amazon and simplify the process. Consequently, some of their features have changed names:
- Headline Search Ads was renamed Sponsored Brands
- Amazon Advertising Platform has been renamed to Amazon DSP
- Amazon Marketing Services switched to Advertising Console
Lessons learned:
- Rebrand regularly to stay current.
- A rebrand can increase your revenues. Amazon Advertising could increase its advertising revenue to $10.1 billion, making it one of the third biggest players in the advertising industry.
Red Bull
In 2017, Red Bull rebranded. Their goal was to create a global brand that their consumers could use in every country.
The rebrand helped them expand their brand globally.
Lessons learned:
- Be willing to change your logo or branding periodically.
- Use a global identity that can be used anywhere.
- Change your messaging to help your consumers feel more connected to your brand.
Google Suite
In 2020 Google rebranded from Google Apps to Google Workspace.
The new brand is an attempt to unify all of Google's workplace tools, which include Gmail, Docs, Drive, Meet, and Chat etc.
Google Workspace is an attempt to make it easier for businesses to manage their communications and collaboration.
Lessons learned:
- Rebrand to unify your messaging.
Google has rebranded to unify all of its workplace tools into one single brand. This makes it easier for businesses to manage their communications and collaboration.
IKEA
In 2019, IKEA made its first rebrand since 1983 to stay up-to-date with their consumers’ needs.
This rebrand focused on the selections that it offers for the home.
The company’s goal was to make shopping easier and stress-free for its consumers.
They now have over 400 stores worldwide, but their new mission was to be available everywhere, so they've also started selling online.
Lessons learned:
- A rebrand can improve your business.
- IKEA used to be a simple furniture store, but now they have changed their identity to expand their online store. They want consumers to know that IKEA is everywhere and always available for them when they need something for the home.
McDonald's
In 2006, McDonald’s rebranded to reflect their shift towards healthier food. The goal of this was to create a more appealing brand that would help them to increase sales.
McDonald’s rebranding was successful because it wanted to become a more wholesome brand.
Lessons learned:
- Refresh your branding and messaging periodically.
- Try to make your branding as appealing as possible.
- Keep your messaging consistent.
McDonald's rebranding was successful because it created a more appealing brand. They changed their branding to be more wholesome and appealing to their consumers. They also added more nutritious options to their menu.
Nike
In 1988, Nike launched its “Just Do It” campaign. Its goal was to position Nike as an active lifestyle brand.
The rebranding was successful because it helped Nike become a much stronger competitor in the athletic clothing industry.
Lessons learned:
- Change your messaging frequently to help your consumers feel more connected to your brand.
- Position your brand as a brand that offers more than just products.
- Change your logo regularly to make sure that it is staying current.
Nike's rebranding helped them become a more prominent brand in the athletic clothing industry. They created a stronger connection between their consumers and the brand by changing their logo.
Target
Target rebranded in 2019. Their goal was to create a more modern look that would draw new customers to their brand. They remodeled their stores and updated them with the latest design features to reflect this.
Their rebranding was successful because it helped them become a newer, trendier version of themselves. It also allowed it to expand its stores and products to appeal to younger consumers.
This rebranding was unique to each store and the neighborhood they are located in.
Lessons learned:
- Align your branding with the values of your company.
- Keep updating your brand to stay relevant.
- Customize your branding according to the different stores around you.
Target's rebranding was successful because their stores were now trendier and younger, appealing to a more extensive customer base. It also helped them change their marketing strategy.
Ford
In 2003, Ford introduced a new brand identity. This was to position Ford as a more stylish and luxurious car company.
Ford's rebranding was successful because it wanted to become a more prestigious car company.
Lessons learned:
- Update your branding and messaging regularly to stay relevant.
- Make sure that your brand is consistent in your messaging.
- Position your brand as a luxury brand.
Ford's rebranding was successful because they changed their branding to match their more luxurious cars. They also updated their messaging to make it sound more prestigious. This helped them to become a more popular car company.
What are the top benefits of rebranding?
- It helps to refresh your image and stay relevant.
- It helps to create a stronger connection between your consumers and your brand.
- It can help you become more popular with a younger generation.
- It helps to position your brand as a more luxurious brand.
- It helps to update your branding regularly to stay relevant.
- It helps to attract a more extensive consumer base.
FAQ:
How long does it take for a brand to be recognized?
It can take a while for a brand to be recognized. However, updating your branding and messaging regularly will be more likely to be noticed by consumers. Additionally, make sure that your branding is consistent in your marketing materials. This will help create a stronger connection between your consumers and your brand.
Conclusion
Rebranding can be a complicated process, but it can be highly beneficial to your business if done correctly. By refreshing your image, creating a stronger connection with your consumers, and positioning your brand as a more luxurious entity, you can attract a larger consumer base and stay relevant in today's competitive market.