Why Big Brands Should Consider Rebranding

 Rebranding isn’t a one size fits all. Sometimes, companies need to do a top-down rebranding in order to save face with the public. Other times, rebranding just means giving your brand a facelift by incorporating a new logo design or color scheme. The reasons to consider rebranding are vast and vary depending on each company. Below, we’ve compiled the top five reasons why big brands should consider rebranding:

Relevance: The first and foremost reason that companies consider rebranding is relevance. Businesses need their brand to stay relevant to their target audience. Otherwise, why shouldn’t they choose a competitor instead? Maintaining relevance is at the heart of rebranding.

Acquisitions & Mergers: Another huge reason why businesses rebrand is because they acquire, are acquired, or merge with another company. You can see that this reason also played a hand at why Facebook needed to rebrand its parent company to FACEBOOK. With all the other services the company provides to its users, a distinction needed to be made. A similar situation can be seen in the Amazon and Whole Foods merger. Amazon’s branding appeared within Whole Foods stores not long after the announcement was made.

Repositioning: This reason for rebranding is when companies need to change the public’s understanding of what the product is and what it can offer. One of the most notable repositioning campaigns that happened in the last decade was the change of ABC Family to Freeform. The change came about because the network wanted a new name, look, and feel that directly spoke to its target audience. Tom Ascheim, President of ABC Family at Disney, said they’re looking to target viewers who are transitioning from childhood to adulthood, “between your first kiss and your first kid.”

Imagery: Sometimes rebranding just means that companies need to update certain aspects of their brand. A great example of this is Google. In 2015, the company decided to not only change its logo’s typography from serif to sans serif, but also lightened its signature colors as well. The evolution of the Google logo is a good reminder that sometimes not all rebranding efforts need to be extravagant.

New Management: Oftentimes, when new leadership enters a company, so too does a new vision for what the company should look like. Businesses like Uber and WeWork have changed their internal structure by replacing people at the executive level to address issues of branding. Their direction can rapidly alter the business as well as the public perception of the brand. A change in direction is the whole reason Uber brought in Dara Khosrowshahi (former CEO of Expedia Group) to help fix the company’s image and prepare it to go public.

For digital marketing services, contact Business Catalyst

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