Sometimes, your company's brand can seem outdated: it might not resonate with your target market now, the logo might seem stuck in the past, or your company might have outgrown what once seemed so relevant. A rebranding can be a total refresh for your business, bringing new customers, recognition, and revenue. Let's look at a good & bad rebrand and discuss its impact.
So, why might you need to rebrand your business?
There are numerous reasons why you might need to rebrand. You could have outgrown your old branding, your target market could have changed, or your business might be diving into new depths.
Your products or services might have evolved, and you might be expanding into new markets, requiring a new image for a new target audience. Changing the demographics or geography of your customers can often require you to adapt your branding to suit your new target clientele.
This can also be required when your business evolves into new products or services. Some of you reading this might know that ‘Seven Purple Mangos’ was previously ‘Tuesday Management’. Tuesday Management was created once-upon-a-time when we were a Social Media Management company, explaining the ‘management’ in the name. But now, we are so much more than that. Our clientele, services, and expertise expanded, and the name just didn’t fit us anymore. We had grown, and we had outgrown Tuesday Management. And so ‘Seven Purple Mangos’ was born!
Sometimes, a brand can also need to rebrand due to a previous issue or a poor customer experience – and that’s fine. Rebranding offers an opportunity to start over and redefine your brand, building a new image and new trust.
You might also potentially need a rebrand if you operate in a particularly saturated market, and competitors have branding with similar logos or colour schemes to you. In the competitive world of business, you NEED to stand out.
One of the most common types of rebranding in the world is simply rebranding a logo. This is done for many reasons and in many styles, but one of the most well know logo changes is one that goes from the name of the business in text to a simple lone icon. Think Starbucks, McDonalds, Nike… these brands have grown SO big that they don’t even needs words. Words are unnecessary. They just need a simple logo. You see a tick; you know it’s Nike.
Branding hit or miss?
So many big brands that we see in our everyday lives have rebranded in our lifetimes. Just recently Josie Maran has rebranded her well known skincare range, and personally, we love it! The overhaul reflects the brans strong eco-friendly and sustainable mission, now focusing on refillable glass jars and refill pouches of our favourite products.
When Josie Maran first launched, the brand’s identity was strongly tied to the concept of "luxury with a conscience." The signature product, 100% Pure Argan Oil, was positioned as both a luxurious and ethical choice for consumers who wanted effective skincare without compromising their values.
The branding was simple & natural. An earthy aesthetic, with packaging that emphasised the purity and simplicity of the ingredients. The brand quickly established a niche following, particularly among those interested in natural and organic beauty.
Their new packaging is more eye-catching and in line with the latest packaging trends. The colours of amber and red give off a strong image of power and passion, and the eye-catching polaroids on the refill pouches add a fun and playful touch to the branding. The new packaging makes the brand stand out in shelves and ads an aspect of luxury.
The rebrand shows more intention towards the ethos and goals of the company. They understood the current customer trends and current global shift towards sustainability, keeping up with the importance of the climate. Showing that they are a conscious brand who listens to their customers and is speaking the same language. Strong brand photography has helped set them apart online and on social media.
A Disastrous Rebrand
But rebranding isn’t always oh so successful… remember Tropicana 2009?! I think most of us do. The company rebranded, but it was such a flop. The rebranding was so bad that it led to a huge backlash and a number of complaints from the customers, forcing tropicana to revert back to their original branding within months.
So why was it so bad? Tropicana threw out the well-known orange logo with the straw and replaced it with a simple glass of orange juice. At the same time, they also changed the logo by changing the font and size and making it vertical instead of horizontal on the carton.
Consumers were quick to criticise the packaging, and many didn’t recognise it on the shelves. Compared to the original packaging that customers knew and had an emotional bond with, the new packaging looked too simple, and many said it resembled ‘cheap supermarket juice’. Some even went as far as calling it ugly, and many found it unrecognisable on the shelves.
The company's reasoning behind the rebranding was to modernise the product, but this led to a 20% drop in sales in 2 months, leading to a loss of $50 million when combined with the advertising budget they spent on the rebrand. They soon returned to their original branding, but not without a huge loss of time and money. Sometimes, you just can’t change what customers resonate with—don’t fix what ain’t broke!
Benefits of a rebrand
The markets and climates of business are always changing, and sometimes, you just need to change to keep up! A good rebranding can significantly enhance and freshen your brand's recognition; it's just important to get it right. Changing too much at once can sometimes lead to the opposite of the desired effect.
Rebranding is more than just a fresh coat of paint; it’s a powerful strategy to reignite your brand’s potential, capture your audience, and drive your business forward. At Seven Purple Mangos, we specialise in transforming brands with innovative strategies and creative flair. Are you looking to elevate your brand to the next level? Let's turn your vision into reality. Contact us today, and let's create something extraordinary together!
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