Before starting I would like to define “rebranding”. It can be a simple brand refresh or also a marketing strategy in which a new brand personality is created, from redefining a name, logo, concept or the combination of any of the previous elements, in order to develop a new concept of an already existing brand.
Before starting I would like to define “rebranding”. It can be a simple brand refresh or also a marketing strategy in which a new brand personality is created, from redefining a name, logo, concept or the combination of any of the previous elements, in order to develop a new concept of an already existing brand.
But when do you really need rebranding? Trends are changing year by year and a rebranding could be implemented in case the trend with which the brand was initially created is already very old-fashioned. When a brand feels outdated or its competitors seem to be more in fashion, it is necessary to do a rebranding, this specifically is related with a sales downfall. However, if a brand is created in a timeless manner, it is not going to be based on a fashion trend and its image can easily survive for years or decades, rebranding would take place when sales are affected, customers reject it or when competitors are copying it. In these cases a rebranding would be applied. It would need a re-evaluation of the brand's personality, a new concept and a refreshing of colors and typographies to be able to look younger.
For example,a brand refresh would be like this: Coca-Cola over the years has had between 8 and 10 logo refreshments but its essence and typography have not experienced major changes. In this case the changes have modified and reinforced the personality and identity of the brand, always maintaining the characteristic red color which everybody recognizes.
An aspect to take into account when doing a rebranding is when giving a complete turn to the concept of the brand. For example, a brand that used to sell only pizzas and wants to expand its products by offering hamburgers, chicken, etc; Has to do a rebranding because the concept is now different and there has to be a change in the name and graphic line so that consumers can understand at first sight what the brand does or sells.
There are many more reasons why it is necessary to do a rebranding such as the merger of two companies, or when there are several competitors in the market that have imitated the leader and the market is saturated with very similar brands. However, it is not written when to do a brand refresh or a rebranding, as we mentioned before, it will depend on the need that each brand has.
If you want to know more about rebranding, visit www.pepper-design.net call us at (503) 21328888 or write to our social networks.
Currently when we talk about marketing a product, the packaging has a primary role and not only must be functional, but it must also be visually appealing to the consumer and generate a desire for purchase. In addition to being sustainable and even patentable.
Over time there have been many changes in making brands more attractive to their consumers. Previously, brands did not care about the customers or sympathize with them, their objective was only to sell. Then they realized that in order to sell more they had to be a little friendlier and made some adjustments to be more attractive and reach new targets.
The COVID-19 crisis has transformed the reality in which we lived, taking everyone by surprise and changing the way of selling, because the quarantine was not expected to last for so long. It is important to emphasize that the longer the isolation lasts, the greater the economic impact and above all, the change on the behavior of consumers towards brands. Many businesses have been affected by the decrease in their sales, the stop on their operations and even others have been forced to close permanently. Therefore, the importance of knowing how to reinvent your business; and that is precisely what we share with you in this article.
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