A successful rebranding endeavor can be quite challenging. When executed effectively, it paves the way for a promising future for your brand. On the flip side, a poorly executed rebranding can quickly turn into an Internet joke, as exemplified by the short-lived Gap logo fiasco. While some may find such mishaps entertaining, we understand the true tragedy behind them. Undertaking a rebranding entails significant investments of time, money, and effort, so when it fails, it affects everyone involved. Regrettably, these projects often veer off course unexpectedly. Regardless of how well-prepared you may feel, there are numerous pitfalls, both major and minor, that can undermine your rebranding efforts without your awareness. Our aim is to prevent a reputable company from falling victim to a disastrous rebranding. Therefore, in this article, we will discuss the most common mistakes made during rebranding and offer our top tips to help you avoid them.
10 Rebrand Tips to Avoid the Most Common Rebrand Mistakes
Regardless of whether you're a well-established global brand or a small startup, no one is immune to making rookie mistakes. If you want your rebranding efforts to be successful and maintain your sanity throughout the process, it's crucial to be aware of what to steer clear of.
The good news is that we've gained enough experience to recognize the factors that can derail a rebranding project (and trust us, we've made our fair share of mistakes). To ensure you don't encounter the same obstacles, we're here to share the ten most common pitfalls that can wreak havoc on your rebranding journey, along with our valuable tips to help you avoid them. If you're on the verge of embarking on a rebrand, we strongly recommend reading through these insights before you convene your initial meeting.
Mistake 1: Doing a Rebrand Because You Feel Like It
Your brand doesn't come with an expiration date, but there are moments when brands feel the need for a change based on arbitrary factors. It could be due to the passage of time, a competitor's recent rebranding, or simply because the new CEO has a personal preference for a different logo. However, a rebranding effort is a significant undertaking that requires careful consideration before diving in.
That being said, there are certainly valid reasons to pursue a rebrand. Here are a few of them:
- You look like everybody else in your industry.
- You’re going after a new audience.
- Your brand has expanded.
- Your brand is painfully outdated.
- Your branding doesn’t reflect your values/identity.
- You’ve dealt with bad press.
- You’ve merged or acquired.
Tip: If you believe you're ready for a rebrand, it's crucial to have a thoughtful discussion before giving it the green light. During this conversation, you should be able to clearly articulate why you're pursuing a rebrand and how it aligns with your overall brand strategy.
Mistake 2: Not Knowing Who You Are
When a brand lacks a clear Brand Core, encompassing its purpose, vision, mission, and values, achieving a successful rebrand becomes challenging. Your Brand Core represents the essence of your brand, influencing everything from product design to customer communication.
Without a solid understanding of who you are and why your brand exists, building a strong brand becomes an uphill battle. Effective communication and executing a rebrand in the right way become nearly impossible.
Tip: Prior to embarking on a rebrand, invest time in identifying and articulating your Brand Core, including your:
- Purpose: Why do you exist?
- Values: Who are you? How do you work?
- Mission: How do you create that future?
- Vision: What future do you want to help create?
Taking this step will enable every member of your rebranding team to ensure their efforts are aligned. If you haven't done this previously, we recommend downloading our Brand Core workbook, which will guide you in articulating each element effectively.
Mistake 3: Only Changing Your Logo
A common misconception about branding is that a logo change is the most exciting and significant aspect of a rebrand. However, this belief overlooks the essence of branding. Your brand encompasses much more than just a logo or visual identity. It includes your strategic approach, messaging, and various other elements.
If your focus is solely on the logo, you miss the true purpose of a rebrand: to reshape your brand identity as a whole.
Tip: Discover the right way to develop a strong and memorable brand identity. Utilize our visual identity checklist to ensure your team is well-equipped to create content across different mediums. Additionally, explore our straightforward process to design a logo that resonates with your brand and captures your admiration.
Mistake 4: Not Doing Enough Research
Before undertaking a rebrand, it is crucial to gather the following information:
- Current Perception: Understand how your brand is currently perceived, both internally among your team and externally by your target audience.
- Competitor Perception: Gain insights into how your competitors are perceived in the market. Analyze their branding strategies, including logo design, tagline, brand voice, and messaging.
The better you grasp your current position and the desired direction for your brand, the more likely your rebranding efforts will lead to success.
Tip: Conduct a comprehensive competitive analysis to explore your competitors' approaches to various aspects of branding. This will provide valuable insights for your own rebranding process, from logo design to brand voice.
To assess how employees perceive your brand, follow our guide on conducting a brand audit. This will help you understand internal perspectives and identify areas for improvement.
To gauge how your customers perceive your brand, consider surveying both satisfied and dissatisfied customers. Their feedback will provide valuable insights into your brand's strengths and areas that require attention.
Mistake 5: Writing a Weak Creative Brief
A rebranding project, like any creative endeavor, requires a balance between freedom and structure. While it may initially seem exciting to give your team complete creative freedom, establishing parameters and guidelines is essential. This is where a strong creative brief comes into play. However, striking the right balance is crucial—you don't want to provide your team with too little or too much information.
Tip: If you have conducted a brand audit survey as outlined in step 4, you should have gathered all the pertinent information necessary to craft your creative brief. This document will serve as a guiding resource, ensuring that everyone involved in the rebranding project, from project managers to designers, is aligned and working towards the same goals. By providing clear direction and pertinent details, a well-written creative brief promotes efficiency, minimizes misinterpretation, and fosters a cohesive and successful rebranding process.
Mistake 6: Not Getting Approval
An inefficient process can be a source of frustration for your team, resulting in wasted time and resources. To ensure a smooth rebranding process, it is crucial to obtain proper approvals at each stage.
Tip: Keep in mind that a rebrand consists of numerous elements, each requiring sign-off from relevant stakeholders. When creating your timeline, allocate sufficient time for obtaining these approvals. This allows for a more organized and structured workflow, preventing last-minute rushes and ensuring that everyone involved is aligned and on the same page throughout the process. By prioritizing proper approval procedures, you can minimize disruptions, enhance efficiency, and achieve a successful rebranding outcome.
Mistake 7: Copying Trends
Rather than being a follower in your industry, your brand should strive to be a leader. Therefore, it's important to avoid simply copying the latest design trends. Such an approach can come across as unoriginal or even desperate.
For instance, the tech industry, as noted by type designer James Edmonson of Oh No Type Co, has become increasingly homogeneous, with many brands adopting similar visual styles.
Check it:
Tip: By conducting a thorough competitive analysis, you should have gained insights into how you can differentiate your brand from competitors. Engage in discussions about what elements you do and do not wish to emulate. It's worth noting that this doesn't mean you can't evolve and enhance your aesthetic. However, chasing after trends can result in a brand that lacks distinctiveness and fails to capture attention.
Strive for a unique and authentic brand identity that sets you apart, even as you evolve and elevate your visual appeal. Be mindful of the dangers of blending in with the crowd and aim to create a brand that stands out with its own unique personality.
Mistake 8: Not Future-Proofing Your Identity
When undergoing a rebrand, it's essential to remember that you're not just making changes for the present moment, but rather for the future growth of your brand. In this regard, it is crucial to construct an identity, especially a visual identity, that is adaptable and flexible.
Tip: Take into consideration the various types of content you will be creating and the potential changes in technology and platforms over time. Visualize how your logo will appear and resonate in the next 10 years. By thinking critically and anticipating these evolving needs, you position yourself for long-term success. Being proactive in your approach allows you to future-proof your brand identity and ensures its continued relevance and effectiveness.
Mistake 9: Not Testing
No matter how visually appealing your logo may be, if it fails to establish a connection with your target audience, it will not contribute to achieving your brand objectives. A prime example of this is Tropicana's 2009 rebranding, which received such a negative response from customers that the brand experienced a significant 20% decline in sales.
This is why conducting audience testing is crucial in determining the effectiveness of your brand identity. Not only does testing provide valuable insights, but it can also offer clarity in decision-making. For instance, if you find yourself torn between two logo versions, testing can help you make an informed choice.
Tip: The most important questions to ask:
- Does your rebrand resonate with people?
- Does it accurately reflect who you are, what you’re about, and what you’re trying to achieve?
If your testing reveals a substantial gap between the intended message you wish to convey and the perception of your audience, it signals the need for further refinement and improvement.
In essence, audience testing is a vital step in ensuring that your brand identity resonates with your target market and helps you achieve your desired outcomes.
Mistake 10: Not Applying It Correctly
After investing significant resources, conducting tests, and dedicating time to a rebrand, it would be a great disappointment to see all that effort go to waste by neglecting to educate people on how to effectively utilize it. It's like stumbling right before crossing the finish line.
Tip: To ensure your team remains aligned and informed, it's crucial to create an easily understandable brand style guide. This guide should include clear instructions and real-world examples to illustrate proper usage and application of the rebranding elements. By providing comprehensive guidelines, you empower your team to effectively implement the rebrand and maximize its impact.
How to Create a Stronger Brand Identity
Executing a successful rebranding effort requires thoughtful consideration and a skilled approach. However, there are ways to simplify the process for your team with helpful tips, tricks, and resources.
Remember, patience is key. To achieve the best results, approach the rebranding process methodically and ensure your team remains aligned at every stage. If you require additional assistance, don't hesitate to reach out. We would be delighted to help you breathe life into your brand.