So you’ve got yourself an established company. Business is doing good, you have a stable client base, and you’re meeting the annual quotas. Customers are happy, employees are happy, everyone is happy. All is well within the walls of your enterprise.
But you may feel as though you’ve gone stagnant. Stale. Getting left behind in the upward march against your competitors. You may have noticed that your company is looking… dated. Maybe you’re not as relevant as you thought, and despite the calculated success, your brand doesn’t resonate with the public anymore.
You know you need a boost of energy for your business. A shot of vitamin C for your brand, if you will, because it’s not enough to make those sales. Your business should always rise above and have a compelling story that will resonate with the people. Your brand should inspire and encourage, and touch base with your market in a way that goes beyond supply and demand.
To help with the mission in becoming That Great Brand™, here are five reasons why companies should consider rebranding:
1. You want to reignite your brand and give it a fresh look.
Probably the most popular reason behind rebrands—you want to look fresh. The public’s taste for evocative visuals change, so how do you make your brand identity unwaveringly great?
Take SM Snack Time, for example. A staple in cinemas, but felt the need to be more relatable to its customers. Movie concessions aren’t always exciting, and that exact reasoning birthed SM Snack Time’s renewed brand identity. Our take on their brand is a throwback to the classics with a modern twist. Their new retro-inspired logo and packaging showed fun and universality in the brand, reminiscent of Americana visuals adapted for today.
It’s straightforward, as far as movie concessions go, but still has that hint of novelty that complements your movie-going experience.
2. You want to stay ahead by retelling your company heritage.
Remember the saying, “Never forget where you came from?” In this instance, brand credibility can skyrocket when you underscore your company’s heritage.
For a brand like Mr. Kimbob, rebranding their business by commemorating its history was a step in the right direction. For their new brand identity, we decided to personify Mr. Kimbob to supplement its story of traditional Korean cuisine being passed down from generation to generation. We added depth to the brand’s origins and put a face on the name to strengthen their positioning in a sea of quick-service restaurant chains. After all, everyone loves a home-grown story.
3. You want to claim leadership to retain existing customers and attract new ones.
Rebranding can also further strengthen your already-solid positioning. It’s never a bad idea to clinch your spot on the top by reinforcing your company’s winning attributes.
Vonotec, at the height of its success, wanted added reinforcement to underpin their position. As a result, we created a reinvigorated brand identity that visualized the company’s distinct nature. In essence, we mirrored Vonotec’s philosophy of excellence, innovation, quality, and safety. A strong logo, an impactful tagline, and a bold color scheme comprised their lock and key. “Now, Stand Out” is the edifice that holds these qualities together, creating a distinguished identity advancing towards the lengths of time.
4. You want to reposition your brand and create consistency.
Repositioning your brand often stems from a misalignment in your business’ priorities. The public perception of your brand might not have been what you thought it’d be. Or you’ve experienced such a quick growth that you’ve overlooked the fact that your branding doesn’t reflect your business anymore. Don’t worry, your ship hasn’t sunken yet.
When it comes to rebranding a skewed vision, it’s not about saving face. You get a chance to solidify the who, what, and how of your brand and make it stronger. When we rebranded Dakak Resort & Properties, we focused on highlighting the experience that Dakak provides, which is the intricate harmony of leisure and luxury. This is where details matter the most. Choosing the right combination of elements, colors, and typefaces that clearly indicate the brand’s positioning is crucial.
As a result, we reintroduced the brand with a newfound prestige that would attract guests and potential investors and ultimately reinforced its premium positioning through sophisticated visuals.
5. You want to bring clarity and re-energize the future of your company.
Your brand has to reflect the quality of the product or service you provide, and your exceptional business must be matched with exceptional branding.
All Transport Network (ATN) is a long-standing Filipino company that has led the freight industry and become a trusted partner of over 50 countries around the world. For more than 30 years, their high-quality services haven’t wavered, though their company visuals have been left to history. To remedy that, we created a supercharged brand identity that reiterated their legacy and set the tone for how they plan to continue their success for decades to come. ATN means business, and it was high time that their branding exemplified that.
Breathing new life to your brand isn’t just about designing a swanky, newsworthy logo. You need to figure out why you want to rebrand, and how that will impact your business.
It’s about finding the sweet spot between being relatable to your ever-evolving consumers while remaining authentic as a company.
But you should know there’s no one-size-fits-all solution for rebranding. Every business is different, even if you’re selling the same things as the brand next to yours. You can’t copy a template and paste it onto your brand and expect it to magically solve everything. Even when your purpose for rebranding is clear, the Devil is in the details. It always has been. You need to pay close attention to what you need to change, why you need to change it, and find out how you’re going to execute the change in the best way possible. It’s a slow process, but we can guarantee that it’s worth it.
Humanizing and adding dynamism to your brand to keep it ever-present can be daunting, but it can be done.
Speaking of “it can be done”, we’re big on going big (ha!), especially when it comes to rebranding. If this blog rings a bell, keep us in mind. We promise we can help. 😉
