The longevity of brands is associated with their ability to be updated. Rebranding is a way of modernizing and repositioning your brand in the market.
There are so many brands that have been around for over 40 years that it would be difficult to mention them all here. And how have they survived the test of time? By adapting. Whether by updating their products and services or by keeping up with their audience over time, the fact is that the need for transformation is inherent to companies that want to be perennial in an increasingly volatile world. And that is why famous brands such as Johnson & Johnson, Itaú, Casas Bahia and Pepsi have undergone the rebranding process .
The new logo, visual identity and brand style are just the visual representation of a profound change that is already happening in the company’s day-to-day operations.
AND WHY DOES A BRAND DO REBRANDING?
Before answering this question, let’s quickly talk about what a logo represents for a company. True branding professionals know that creating a brand is not just about putting a font and an associated image together. There is a complex study behind it.
When creating a brand, you need to email data answer several questions, such as: what are the company’s values? How does it want to change your brand be seen by the market? What colors will represent these values? Based on a series of information, a team of people from the agency will conduct research, studies and provide references that represent this information. Therefore, when creating a logo, you also create a complex concept, which, in order to be remodeled, requires an understanding of the reasons for the change.
Your logo is an icon of your company, so any mastering the art of writing quantitative changes need to be carefully thought out so that your brand does not suffer negative consequences and is not “cancelled” by customers. Hence the importance of hiring qualified professionals.
Brands rebrand for a variety of reasons, but the main ones are:
Modernization: A brand may realize that, over turkey data time, its logo no longer represents its values or its target audience. A classic example is the use of a serif font (one with elongated lines at the ends of the font) in the logo. Updating the logo shows that the company is following trends.
Repositioning: changing the brand’s audience or products.
Sometimes a company changes direction after it has established its brand, and this means it needs to express this change through its logo. And if a company became famous with a certain name and logo, it can’t start from scratch. It needs to redesign the current logo to adapt it to the new reality.
IT’S NOT JUST ABOUT CHANGING THE LOGO
Rebranding will affect not only the company’s logo, but also the way it communicates with its audience. After all, if the company is repositioning itself in the market and wants to give its logo a new look, it also wants to change the way it deals with its audience.
The recent example of Itaú Bank serves to illustrate this idea. A well-known brand for years, it used a blue and orange logo to represent its strength and solidity. But the fact is that traditional banks are losing market share to digital banks. Itaú saw this and decided to modernize. The new logo is lighter and softer, seeking to get closer to the public. And its communication has become more cheerful and informal.
SO HOW TO DO REBRANDING?
That is why it is a great challenge for the agency .
A recent and much-discussed example was the case of Twitter .
. Note that brands create a sequence of actions to communicate their change, even before presenting the new logo.
Because it takes many years of investment to build a brand, but it only takes one reckless action to destroy it. And with social media, brands grow and disappear quickly. Staying in the market is a daily challenge!