A good business needs to stay fresh and relevant. Sometimes, this means a rebrand. Imagine you are invited to an event where you’ll meet CEOs and presidents. Of course you have to look the part. This might mean going shopping for appropriate clothes and shoes.
Similarly, think of rebranding as upgrading the look and feel of a business. Changing the visual image and identity for the better. It helps communicate the brand’s new direction and values to the stakeholders and customers.
Why do Companies Rebrand?
According to Forbes, 74% of the S&P 100 companies have rebranded within the first seven years. This shows that company rebrands are more common than we thought. Just like a baby goes through different stages of growth, so does a business.
Here are some reasons that may lead to a company rebranding:
- Low customer engagement
As more competitors emerge, your customers may start to look away. One of the ways to grab their attention would be to rebrand.
But you can’t rebrand every other time as your customers will get confused. So before you decide to, research and ensure rebranding is the perfect solution for your brand.
- Bad reputation
Some companies rebrand to get rid of a bad reputation. This kind of change shouldn’t focus on aesthetics alone but also throughout the company. Remember that a brand is more than just a name or a logo. It includes the values, standards, and principles you represent.
- Acquisitions, mergers, and demergers
When a company is acquired by a different owner, merges with another, or splits, then a rebrand would be necessary to communicate the changes in ownership.
- Differentiation
A competitor may have brand assets similar to your own. In this case, you’d need to rebrand to set yourself apart. You don’t want customers to confuse you and your competitors, right? If a customer has a negative experience elsewhere, you don’t want to be associated with it by mistake.
These are just a few reasons why companies decide to revamp their image. Now, let’s look at some popular global companies that have undergone successful rebranding.
1. Apple
Did you know that Apple rebranded?
When Steve Jobs returned to Apple in 1997 after twelve years away, the company was fighting for its life.
Instead of slapping a band aid on the problems, Jobs tore everything down. From the logo, to product packaging, to product names, and even the confusing brand architecture.
Jobs’ vision went far beyond aesthetics. The ‘Think different’ campaign signified innovation and creativity. It rivaled IBM’s ‘Think’ campiagn and set the stage for Apple to become the rebellious alternative in the technology sector.
Apple then launched products such as the iMac, iPod, iPhone, and iPad that cemented the company’s reputation for cutting edge design and functionality.
By standing out instead of fitting in, Apple attracted a loyal fan base. People who wanted to belong to a movement, not just a brand.
These visionary thinkers saw Apple’s products as tools to help them unlock great potential.
Apple wouldn’t have achieved all this without a company rebrand.
Imagine stepping on a piece of Lego with bare feet. That’s the exact situation Lego found themselves in the early 2000s. To cool things down, they capitalized on their basic building principles and the digital evolution.
2. Lego
The company rebranded and launched video games, applications, and even movies.
Through strategic partnerships with:
- Harry Potter
- Star Wars
- Marvel,
Lego reached a larger audience and boosted their sales.
By emphasizing on innovation, community engagement, and strategic partnerships Lego grew into a multi billion dollar empire.
From just a toy manufacturer to an empire. From almost bankrupt to one of the most powerful brands in the world.
3. Instagram
The platform revamped its look in 2016. Imagine trading in a bulky desktop for a sleek Mac computer. This was a necessary move as Instagram had evolved from just a photo sharing app to a multimedia powerhouse.
The new, vibrant yet simplified logo was designed to be modern and more flexible. It represented the move to a more dynamic visual identity. This rebrand coincided with the launch of features such as Stories and Live videos. All these boosted user engagement and propelled Instagram to the front of the social media scene.
The new visual identity and innovative features helped Instagram maintain relevance and grow its user base.
4. Iconick Digital Marketing
Here comes yours truly. We’re not a global company yet, but that’s definitely where we’re headed.
We chose to rebrand because we want our image to reflect the quality and values we stand for. The quality you should expect from us.
Here’s our new look
The unique “C” with the dot makes the logo easily recognizable, which is beneficial for brand recall and quick identification. It also aligns with digital marketing themes, making it easy for clients and customers to associate our logo with the industry.
The logo:
Why the C with the DOT?
The dot connected to the “C” symbolizes ideas flowing from a central source, which aligns well with the digital marketing theme of generating and spreading ideas.
It can be easily scaled down or up without losing its integrity, making it versatile for different mediums such as websites, business cards, and promotional merchandise.
This customized approach not only makes the Iconick Digital Marketing logo stand out but also ensures it is practical and adaptable for various branding and marketing needs.
Companies go through several stages of growth. Sometimes, it becomes necessary to change the visual identity and image. Maybe the current identity no longer represents the company, or the ownership structure changes.
No matter the reasons, a company rebrand represents a new and better beginning. It is a chance to rewrite the story and focus on what truly matters to your business.