11 November 2016

Rebranding is a big deal

“The secret of change is to focus all of your energy, not on fighting the old, but on building the new”, Socrates. Maybe it sounds easy to be said, but how to do it? that’s the main topic here.

Every day we see many different television and newspaper advertisements and commercials that contain brands and are made by firms and organizations. Brands are an important part of our environment, especially in a business environment, thus it is crucial that they are defined properly and their concept clearly understood. But, as well as to be defined properly, solid and its concept clearly understood, that firms and organizations should be more aware of their brand, how they manage and maintain it, and you know it’s even harder than creating a new one. As for you know, there’s a bigger war out there between brands or its line extensions in case you didn’t know it, and how to survive the war, each of them depends on various brand management decisions. This time I will just talk about how if they made a bad marketing decision on their brand, or set an irrelevant brand value? That kind of situation can put the brand in a bad shape. When a brand’s value decreases and with it, the company value decreases. Then, this is when the branding process should be revised and solutions put into practice.

I had seen so many rebranding case, which is some of them had tried their best, some of them success, but most of them fail. A successful rebranding requires more than a revamped logo. It demands a vision that inspires customers, investors, and others to see the company in a new light. A more comprehensive definition would be the one offered by Jonathan E. Schroeder and his friend in their book about, ‘Brand Culture’, that states that rebranding is “the creation of a new name, term, symbol, design or combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of the stakeholders and competitors”. When a brand designer said rebranding means change, yes, there’s nothing wrong with it, but you have to be more specific, because word ‘change’ can be a horrifying word for some clients, because when they think about change, it may differ from what you thought about it.

Rebranding also has its own dimension considered by Jonathan E. Schroeder and his friend. According to them, there are two dimensions worth considering when dealing with the rebranding process: evolutionary rebranding and revolutionary rebranding. Evolutionary rebranding is considered to be that type of rebranding process that is so small or happens in such a gradual way (with the product brand or company) that it seems like a natural evolution of things from an outside perspective. Examples of this type of rebranding are perhaps all the brands in the world. It is sufficient to consider just how packaging for a certain brand has changed, the popular beverage company Pepsi is a great example of an evolutionary rebrand. As you can see, the very first Pepsi logo and the current Pepsi logo are completely different. However, at no point does the company’s logo change so drastically that it is unrecognizable to their customers. This type of branding happens when there is only a small change in the “marketing positioning and aesthetics”. On the other hand, revolutionary rebranding refers to a greater and more obvious change in the aesthetics and the positioning of the company’s brands, A very good example of a revolutionary rebrand is McDonalds. Although this big fast food chain hasn’t changed its name or dramatically changed its logo, they have rebranded what they are about. McDonalds has been in the spotlight many times for being an unhealthy fast food restaurant that spearheaded issues of obesity in North America. McDonalds has rebranded itself to be seen as much more health conscious. A variety of salads and other healthy meal options have been added to the menu. McDoanlds has also entered into the coffee business with its “McCafe” menu featuring premium coffee, frappucinos and breakfast options. So, when it comes to rebrand, it is vital that the right rebranding strategy or dimension is used to reflect the changes within the company, because when it use the wrong strategy,it could ruin everything, it’s not just could be threatening the brand’s plans to grow but could also drive away the brand’s core customers, horrible, isn’t it? Look, I want to say it once again, rebranding can be success or not, it’s not just depend on change by the name, the symbol, the design, or combination of them to create an established brand, we talk about brand here, so the marketing role was included, when branding is pull, marketing is push. When a company is rebranding, whether evolutionary or revolutionary, it is critical to identify the reasons for rebranding and what needs to be achieved. Using the right method of rebranding is of extreme importance to maintain brand equity and to raise the company to the next level.

I think that’s all for now about rebranding, together with our solid team, we’ll always keep diggin deeper and deeper to create a better future for the brand. Thank You.

Creative Head