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Does ‘Out with the old, in with the new’ apply to your brand?

Change is a constant in the world of marketing. So how do you know when is the right time to reassess your own branding?

To rebrand or not to rebrand, that is the question.

Change is a constant in the world of marketing. Sometimes brand changes are needed in response to a merger, or negative PR. Sometimes they’re made in an effort to update and engage a contemporary audience. For example, WeightWatchers believed there was a fundamental disconnect between their name and public perception, and that they needed to undergo radical change to give their business a new lease of life. It remains to be seen whether the WW brand will succeed for them (although we can’t help but feel that there are far too many companies representing themselves with initials these days – M&S, BT or KFC, anyone?). And after fifty years as Thomson, the famous UK leisure company has become TUI in an effort to target a new generation of holidaymakers. Will the investment be worth it? 

post-it choice

Some major brands, such as Coca-Cola, Ford, Boots or IBM, may take different creative directions, but their core identity remains pretty much a constant, albeit with a logo and VI refresh now and then to remain contemporary. Others have reinvented themselves on a more noticeable basis, even to the point of being unrecognisable from their origins: who can remember what Accenture, Nissan and Google started out as?*

On average, organisations change their corporate identities/brands once every seven to ten years. 

Who do you think you are?

If you suspect that your brand is no longer an asset when it comes to engaging new prospects, it’s probably time for a rethink. To put it plainly, the first sign you may need a rebrand is when the thought of a rebrand crosses your mind. And remember, this isn’t just about logos and typefaces: your brand is also represented by the overall experience that you offer consumers. Is your website mobile-first? Is your content up to date and refreshed regularly? Are you still using clichéd stock photography? What ‘unseen’ messages are people picking up from interactions with your brand?

We find that our clients often wish to consider a brand update when they’re overhauling their website (and vice versa). It makes sense to do the two at once, as leading legal company Wilson Browne Solicitors did recently – with a little help from White Clarke Creative, of course. In fact, we’ve undertaken several successful rebranding exercises over the years, and you can see a couple of them here on our website: have a click and then tell us what you think.

 

*Andersen Consulting, Datsun and Backrub

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