Change is a natural part of growth and evolution, and so is your brand identity. But rebranding is not a "walk in the park," you have to be careful with that. When do you know the time is right? If you notice that your current brand identity no longer resonates with your target audience, if your mission has evolved, or you simply are no longer distinctive enough, then it may be time for a major refresh. In this blog, Sebastiaan de Ruiter tells you how to tackle that without ending up in chaos.
The importance of timing when changing your brand identity
Timing is everything. Look at your brand's current position, listen to your customers and analyze the market. You don't do a rebrand overnight. It's a carefully planned process that must align with your long-term strategy and continue to reflect your organization's values at all times.
How not to do it: Twitter
Twitter's rebranding to X in 2023, led by Elon Musk, is a clear example of how not to do it. Experts see Twitter's original identity as a great lesson in branding. The name "Twitter" is reminiscent of short conversations; the bird logo was friendly and inviting, giving the brand personality. Even the blue color of the logo contributed to the trustworthiness of the brand. Elon's decision to replace the iconic bird and name is a total misfire, experts and consumers alike think. The new name "X" lacks any meaning and does not resonate at all.
Don't do it alone
Change creates resistance. People are creatures of habit and feel comfortable with what is known and familiar. It is therefore important to include both your employees and your target group in the change process. For employees, this means involving them in the plans for change at an early stage. By communicating openly and transparently about the reasons behind the change and what it means for them, you can create understanding and support. By also actively involving your target group in the change process, you can not only reduce resistance but also strengthen the relationship with your customers.
Consistency is king
Once you start rolling out your new brand identity, consistency is vital. Your new logo here, an old slogan there; that can be hugely confusing for your target audience, and you want to avoid that. Make sure all touch points with your brand - from your website to your social media and marketing materials - reflect the updated identity. This helps build recognition and trust.
Successful rebranding: Old Spice
The rebranding of Old Spice is a great example of how things should be done. The company was losing market share at one point because it was not appealing to younger audiences. They associated the brand with their grandparents. In response, Old Spice underwent a complete image change, while keeping the brand name. Through clever research, Old Spice discovered that women accounted for 60 percent of shower gel purchases, and the brand launched a hilarious new campaign, "The Man as Your Man Might Smell," aimed at both men and women. This campaign was launched during Super Bowl weekend and went viral. The rebranding campaign was a resounding success and caused a huge increase in sales and brand awareness.
Why a DAM system is indispensable in this transition
This is where a Digital Asset Management (DAM) system comes in. A DAM system brings order to the potential chaos of a rebrand. It provides one central place for all your digital assets, ensuring that oh-so-important consistency and introducing your new brand identity flawlessly. Think of your DAM system as the foundation of your house. Without a strong foundation, you run the risk that your house - or in this case, your brand identity - won't stand firm. By smartly managing your digital assets, you ensure that your new brand identity stands like a house from day one.
Ready for a new brand identity?
Are you ready to revamp your brand identity and want a streamlined and effective approach to this process? Then consider deploying a Digital Asset Management system. It not only ensures a structured rollout of your new brand, but also helps keep your brand strong and consistent over the long term. Want to learn more about the benefits of Digital Asset Management? Then download one of our DAM guides. Immediately discover how Comrads can help your brand? Then request a no-obligation demo right away. We like to think along with you. Now and in the future.