5 Critical Mistakes to Avoid in Business ReBranding
If you’re business is struggling, and you’ve made some of these common brand mistakes, it might be time to rebrand your business. However, be sure not to make some of these common business rebranding mistakes!
Reinventing the Wheel
Do you need to rebrand your entire business, or are you only in need of a few updates? Before you tear down old logos and rehash your color palette, first consider what IS working for your brand. Is there something about your logo, packaging, or name that your clients adore? Renovating too much can distance customers from a brand they’ve come to recognize, know, and love. Tropicana learned this lesson the hard way when they implemented a simpler design that was supposed to be cutting edge, but instead made their brand look like a cheap knock off. People were so distanced from the brand, sales dropped by a whopping 20% in the first two months of its implementation, forcing Tropicana to return to the old packaging.
There are too many stories about companies trying to update logos, colors, or the names of their companies, but not doing complete research, leading to embarrassing mistakes. Don’t let your company become one of them. Fully research word meanings, color theory, and the effects of typography, or your rebrand could crash and burn like one of these examples.
What will people plug into Google when they are trying to find your company? Be sure when rebranding to either add those searchable terms on website pages and URLs, or to at least not take them away – a mistake Pizza Hut made when they briefly tried to remove “Pizza” from their name.
Regardless of whether your rebranding venture is as big as changing your company name and logo, or as small as adjusting brand colors, explaining why the change is being made can leave a huge impact on your clients. Are you updating colors and fonts to make them more web friendly? Does the new brand better represent who you are and what your company does? Tell your clients. Understanding why a change has occurred can make the transition phase easier.
Lastly, when you’ve finally got your updated brand, be sure to update everything all at once. Inconsistencies can lead to confusion if social media icons, signage, or advertisements are all sporting different brand logos, colors, or names. Wendy’s made this painful mistake. Even today, you can still see the old brand limping along after the new.
What are some successful brand changes you’ve seen? Tell us in the comments below.