Many entrepreneurs and business owners believe that a company's "brand" is simply the company's name and logo. And because a brand evolves over time, many companies, including some of the most successful ones, rebrand. That's why it's worthwhile to look closely at why companies rebrand and what your own company should know to successfully rebrand your business. When should a company even consider rebranding? This is where rebranding comes in: It can help your business stand out from your competitors' by showcasing the things that make your company different and better. It's not unusual for a company to outgrow its name and look for a fresh, unique business name that can help grow its business. The answer is "rebrand," something even the most successful businesses do, as seen from the various iterations of the Airbnb logo: Smart companies rebrand because they know that good design can make or break a business, because they know they've outgrown their original mission. This happened because Pabst saw a chance to re-market itself to the Chinese craft beer market -- a market unaware of its budget reputation in the United States. Make sure you plan your rebrand launch and be prepared to explain why you rebranded. Minimize the risk of customer confusion through a carefully planned launch that showcases the story behind the rebrand.
Even the most incredible rebrand is wasted if you never actually launch it.
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Many entrepreneurs and business owners believe that a company’s “brand” is simply the company’s name and logo. That’s not true, of course: A brand is more than just its underlying company’s name and logo.
Yet, it’s also true that that a name and business logo are key ambassadors for a brand, so it’s important that both be strong.
Your company’s own brand is the sum total of the experiences your customers and prospects have with your company. A good brand communicates what your company does and how it does it. A good brand also establishes trust and credibility with your prospects and customers. And because a brand evolves over time, many companies, including some of the most successful ones, rebrand.
You may have noticed recent rebrands by Dunkin’ Donuts, Weight Watchers, Uber, Unilever and others. That’s why it’s worthwhile to look closely at why companies rebrand and what your own company should know to successfully rebrand your business. When should a company even consider rebranding? Here are ways you can know when the time is right.
Companies should rebrand to better differentiate from the competition.
If your company name is generic and similar to that of other businesses, you’re hurting your brand. A generic logo will similarly hurt your brand. A related problem occurs when you use stock art in your branding or marketing materials: You may be hurting your brand because everyone recognizes stock art when they see it; and those photos may turn up being used by your competitors.
This is where rebranding comes in: It can help your business stand out from your competitors’ by showcasing the things that make your company different and better.
Even the best companies change their brand identity. For example, did you know that Google started with the name “Backrub” or that Accenture started out as “Andersen Consulting”? It’s not unusual for a company to outgrow its name and look for a fresh, unique business name that can help grow its business. Maybe it’s time that your company do the same.
Companies should rebrand to give new life to outdated branding.
It’s possible that your Comic Sans font, flash-based website or 1990s color palette is dragging your brand down and making your business look outdated. What are you going to do? The answer is “rebrand,” something even the most successful businesses do, as seen from the various iterations of the Airbnb logo:
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