Rebranding has become something extremely common and fashionable. Not only large companies, but also smaller ones decided to rebrand. Unfortunately, watching the market, you can come to the conclusion that many companies still do not know what it is all about.
Changing the logo itself
This seems to be one of the most common problems that arise. Many companies only see rebranding as a redesign of the trademark. Sometimes there is also a change in basic identification elements such as business cards or website. Even if we are colloquially simplifying things, reducing the term to just visual changes, in fact, rebranding is much more.
The metamorphosis of logos and identification are usually the most visible manifestations of the rebranding process, which led to this mental shortcut. Keep in mind, however, that renaming and redesigning a logo is not its very essence.
It is necessary to deal not only with the development of the logo, name and packaging of the goods. Because if you don’t deal with the internal values and brand communication, sooner or later it will come out.
No goals or strategies
What are the goals and strategies? Each time a project should have a certain chain, starting from the moment the idea is born. Then close your eyes and imagine how this idea should be commercialized, even in ten years. Then this vision must be verified. It is imperative to research the market and understand if the idea can be successful.
If you don’t know where to swim, no wind will push you forward. If rebranding does not have a specific goal and strategy, no project will bring the expected results.
In addition, research must be approached responsibly and not rely on focus groups. Such market research often turns out to be wrong. In everyday life, people spend a few seconds choosing a product from a store shelf instead of sitting with seven colleagues at the table, consulting with each other and building up unnatural patterns of behaviour as in a focus group.
Superficiality of changes resulting from a misunderstanding of the essence of rebranding
The problem described above is very closely related to another issue, which is the misunderstanding of the essence of rebranding.
As I wrote earlier – rebranding is not only about changing the logo. Corporate identity is a very important element of the entire process, but it is only a part of it. It is to clearly communicate to the environment that something important is happening in the company.
Rebranding can be defined as the process of changing values, behaviours, procedures, tools and elements of communication that are to lead to a change in the perception of the brand. Therefore, it includes, for example, a reevaluation of the essence of the philosophy of action, change of the business strategy, as well as the favourite actions – changing the name, refreshing or completely modernizing the visual system.
It is important to identify your main target audience and critical contact points with them. Scandinavian Airlines conducted research among the airlines and identified around three hundred points of contact between passengers and airline employees. Then they concluded that sixteen of them were critical. The six most important contact points for any airline are: aircraft design, flight attendant appearance and attire, in-flight food, issue of plane tickets and boarding passes, website and branded airport reception. If these six media are well-made, then the look and feel of airline employees’ business cards, for example, is completely irrelevant. If you haven’t identified all the critical contact points and started branding from the business card design, then in many cases it won’t be entirely correct.
Not understanding the process
The brand building phase is part of the entire business process. This has already been proven by leading branding agencies.
Brand building is a continuous process consisting of three main phases. The phase of creativity, creating the brand and its attributes. Project management and implementation phase and evaluation phase. You need to check periodically to see if anything needs to be corrected or back to the creative phase. Branding must go on without interruption or the brand will lose its relevance.
Misunderstanding of the corporate brand
There are commercial and corporate brands. Product brands ensure profitable product sales and are created to promote products. Corporate brands are created to bring people together, receive financing, look the right way in the eyes of the media, employees, investors, etc. This means that the goals are completely different and you need to understand this clearly during rebranding. A corporate brand, unlike a product brand, generally interacts with several target groups that present completely different criteria for assessing this
Let’s say there is a company that produces articles for housewives. And in this segment, you have to sell a certain product, mixer or pan. At the same time, the company must, in a specific way, encourage new employees, talented business school graduates, so that they see it as a potential workplace. You have to be attractive in the eyes of the media and financial analysts for the stocks to sell well on the stock exchange. You have to participate in industry associations, you have to build relationships with authorities, you have to deal with HR, and finally you have to work with customers and distributors. That’s all a corporate brand does.
Rebranding as a miracle potion
Another misconception is treating rebranding as a cure for all evil. Image changes are very serious things, but refreshing or changing the logo will not solve all brand problems. If your sales are low, consider replacing the trader or adjusting prices rather than reaching for the heaviest cannons right away. The same is true when customers frequently return your goods due to defects.