A friend who owns a marketing agency is frustrated. He doesn’t like that I think of him as an email expert. His agency has dozens of other competencies, yet I see him as an email guru.
Another client I help owns a brand that stands for something that mattered when her business began twenty-two years ago, but today that meaning is way out of step. She wants to change the perception of her brand and is frustrated that the brand no longer represents her business’ promise.
Jell-O is a brand I ate when I was a child. I don’t think I have bought it since my kids were little. The Kraft brand manager must be frustrated to have such high awareness for the brand name, and no way to capitalize with consumers who no longer participate in the franchise. Rebrand? Reposition? Something new for a different audience?
Where Does Your Brand Live?
Brands live in the mind of your customer or consumer. With attention deficit disorder for the masses, it is hard to get customers to focus on you. Most brands are lucky if you represent one word in the mind of their target. But if that word or phrase isn’t relevant, what can you do?
If your brand stands for something old, you can either start a new brand or attempt to redefine the meaning.
- Starbucks updated its image by removing the word coffee from its logo and communications. It wanted to stand for an experience and destination beyond the single product that defines it in its early phase.
- 21st Century Fox is the new name for News Corp. It wanted to leverage its heritage but branch out into the future.
- Lance Armstrong had to be disconnected from Livestrong when his doping experience came to light. Sometimes you have to separate from a bad association.
- Avoid being trendy or you will be out of step in a few short years. Look for simple, crisp look that can stand the test of time.
- Anticipate criticism and believe in your new image. Gap ended up reverting to their old logo showing they didn’t believe in their new image and mission.
- Beyond the image, what is your new promise? How do you communicate that purpose both in practice and in the imagery you use.
- Be cautious with the change to make certain that it is relevant and a primary driver for your customers. You can paint your brand green, but if your customers don’t care, beware.
Tips for rebranding
- What is true today about your brand, that wasn’t true in the past? Can you prove it? Make sure you have a meaningful promise that resonates with your customers.
- Jell-0 is unlikely to sell me a sugary gelatin-based snack. But could they offer me a snack linked to my childhood by using some aspect of the Jell-O brand? Temptations by Jello is one route some brands will travel. I am more inclined to buy a healthy snack that is like a cousin to Jell-O that retains some of its characteristics? Maybe Tempations by Jello is a link to the past but more focused on indulgence.
- Your rebranding may leave a product or service off of the company name or logo like Starbucks has done. Sometimes you want to expand the meaning of your brand. V-8 successfully left tomato-based drinks to expand into healthy fruit and vegetable beverages with V-8 Splash.
There is always room for change.
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Need someone to help wiggle some new ideas for your brand? Grab a spoon and give me a call.
Photo: Courtesy of Kraft
