what it is, how to do it and 3 successful cases – WAU
Rebranding is the name given to strategic actions that seek to reposition a brand in the market and in the consumer’s perception. The practice is constantly adopted by companies whose image is impaired or who seek to venture into new markets.
When you think of a company, the image formed in your mind is not limited to the qualities of the products offered. More than that, you can see outstanding features, such as the innovative power of Apple or the festive and harmonious character of Skol.
This perception is, even if in the subconscious, an extremely influential element in the purchase decision. For this reason, most of the marketing efforts of any company are aimed at creating and consolidating the brand identity in the market. This set of techniques and actions is called branding.
As the relationship between company and consumers undergoes frequent changes, it is not uncommon for a business to undergo brand repositioning, a process known as rebranding.
In this article, we will define the concept of rebranding, explain how it can be applied and indicate some successful cases. Check out!
What is rebranding?
In April 2010, Philip Kotler launched the book “Marketing 3.0“, which introduced the concept of the same name. According to the author, the relationship between consumers and companies went through a process of horizontalization, credited to the ease of access to information and the growing number of competitors in the market.
When launching the work, Kotler, once again, encouraged profound changes in the strategic thinking of companies around the world. Knowing that the public expected a humanization of brands, several companies decided to change their advertising messages, in order to reflect the social values of their personas.
This perception of the change in consumer behavior and the immediate action taken to adapt are clear examples of a rebranding movement. The term refers to a set of strategic actions that aim to modify the positioning of a brand.
The decision to invest in a replacement in the market can originate from several factors. In some cases, management may notice that the message passed is no longer adapted to the characteristics of the consumer, a fact that calls for a change to maintain competitiveness.
In other situations, change can be a business initiative to change the target audience itself.
This practice is common when the company launches new product categories and seeks a wider audience. In addition, when the brand image is negatively affected, repositioning is also necessary.
The rebranding process must be complete, covering everything from the language used in the company’s marketing to the visual elements of its logo. In the next topic, we will pass on some practical tips for applying the concept in your company. Follow the reading!
How to rebranding your company?
Since no solution can be applied without recognizing the problem, the first step in launching the rebranding process is to purchase a complete diagnosis of the scenario. Therefore, once you have noticed the need to subject your company to change, look for relevant insights.
For that purpose, work with feedbacks – both internal and external – is essential. Conduct opinion polls with your employees, managers and consumers, in order to identify a pattern in the way the brand image is assimilated by individuals.
Analysis, however, should not be limited to your business. After all, it is impossible to work in branding without consider the state of the economy and the performance of competitors. For this reason, deepen the studies so that they contemplate the totality of the market and identify gaps that can be used.
With a complete mapping and the collection of relevant feedbacks, you can start the repositioning campaign more effectively.
Work the visual identity
The visual identity is more than the logo chosen to represent the brand. It has to do with the predominant colors in the company’s products, the design of the website and posts on social networks and even the font chosen for the elaboration of messages. All of these elements must be aligned in the same pattern.
Thus, the change in the logo, for example, causes a domino effect that should culminate in the modernization of all visual aspects of the company. During the rebranding process, this part must be thought of in an extremely strategic way. It is necessary to find the balance and avoid de-characterization of the brand.
To guide this part of the campaign, it is important to consider aspects of neuromarketing, such as color psychology. In this way, you have a greater basis for making decisions that are effective in directing consumer perception.
Position the brand on relevant media channels
The modernization of brands must be accompanied by a strategic exposure in media channels. So, if you don’t have a well-structured strategy for using social networks, this is the perfect opportunity for your creation.
It is important that the chosen channels are relevant to the persona’s interests, in order to promote a quick dissemination of the changes made. Therefore, if your rebranding has to do with a search for a younger audience, ensuring an active presence on networks such as Twitter and Instagram is paramount.
Create expectations and monitor the audience
There is nothing more frustrating than a rebranding process that is not noticed by the persona. To avoid this situation, look for strategies to create an expectation in your audience, which can be achieved through Digital marketing.
A simple email marketing campaign informing the soon arrival of news can generate the necessary interest. However, it is essential that any action is reflected in the most important channels of the company, such as the blog, social networks and the institutional website.
In addition, it is essential to monitor the public’s first impressions regarding the launch of the campaign. Rebranding is a long process, which makes room for optimizations as needed.
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What are the most relevant success stories?
As promised at the beginning of the article, we gathered some successful cases from companies that underwent a rebranding process. Check it out below.
Like most beer brands that were successful in the 90/00, Skol had an advertising pattern that sought to relate the brand to life’s fun moments. It so happens that, in order to pass this message on, the brewery insisted on using female models in its ads displaying half-naked bodies.
The strategy, by the way, was successful with the company’s target audience, formed mostly by men. It turns out that with the rise of feminist movements and the general public awareness, advertising pieces with a focus on objectifying the female body have come to be very frowned upon.
In addition, the brewery noticed the need to also communicate with the female audience. With these two perceptions in mind, Skol launched in 2017, on the international women’s day, a rebranding campaign.
On its social networks, the company posted a message beginning with the following sentence: “For some years now, some images from the past no longer represent us ”.
Making clear the desire to change the approach itself, which today is considered sexist, the company’s marketing did not hesitate, literally, to revise campaigns run in other times. To this end, six illustrators were invited to reconstruct old posters and advertisements.
To consolidate the message, the slogan “Redondo is to leave your past” was launched. The rebranding also includes new packaging, a simplified logo and even the launch of new products.
The television ads run by Havaianas are frequent targets of advertising studies. In most pieces, a well-known celebrity goes through unusual situations that leave in the air the value given to Havaianas sandals. The idea is to make clear what the slogan says: everyone uses it.
However, the fame of sandals was not always so. Until the early 1990s, the company’s main target audience was people with low purchasing power. With the growth of piracy, which generated insurmountable prices, Havaianas began to be left aside by the clientele with less investment power.
On the other hand, the brand knew that it could not try to reach the upper class people, since the product was completely linked to the target audience. With the need to win back lost customers and reach a different market, the rebranding process began.
In 1994, Havaianas launched the Top line, which had more than 40 models. Until now, the variety offered by the company was almost nil. The price was also multiplied, as well as the investment in prime time television commercials, with the constant participation of celebrities.
As a result, the company managed to change the perception of the wealthier public, who associated the slipper with the celebrities who wore it. In addition to the new audience, the relevance gained by Havaianas sandals won back many of the customers who were lost to piracy or competition.
Unlike Skol, which was under increasing criticism, and Havaianas, which lost part of its consumers, Natura did not decide to carry out the rebranding to overcome difficulties. What happened was an internal evaluation, carried out through surveys with consumers, consultants and resellers.
The feedback suggested that, although well established in the market, the brand needed to rescue the values for which it was known, such as sophistication, innovation and sustainability. To meet this demand, some changes were made.
The main one concerns the logo. The traditional flower based on the letter T gained warmer colors and a design that gives the impression that it is floating. These elements were strategically designed to convey lightness, modernity and the impression that the company is always on the move.
With the new logo, Natura updated the look of posters, catalogs, websites and packaging. The latter were modified gradually, in order to facilitate the acceptance of the audience.
Rebranding is a set of techniques and strategies that seek the same goal: optimize the public’s image of the company. Their motivations can be generated by demand from the public, the market or even an internal evaluation.
In all cases, carrying out a complete mapping of the situation is essential to know when and how the repositioning can be organized.
As we have seen, rebranding is essential to maintain a positive relationship with consumers, which enables their loyalty. To learn more about this point, check out our ebook that shows how to create brand advocates with content creation!