Comment pouvez-vous changer votre image de marque pour un impact maximal?

Rebranding is complex and risky. And it should be considered only for a few specific reasons: 1) M&A: Typically, a stronger brand prevails (e.g., Norwest to Wells Fargo, Overstock to Bed Bath & Beyond, Thalys to Eurostar). 2) Reputation management: Distancing from a negative past (e.g., Andersen to Accenture, Philip Morris to Altria). 3) Global expansion: Aligning with local preferences (e.g., Airbnb to Aibiying in China). 4) Simplification: Apple Computer to Apple, Dunkin’ Donuts to Dunkin’. 5) Consolidation: Unifying sub-brands (e.g., Gmail, Drive, Docs to Google Workspace, VistaPrint to Vista). 6) Change in direction or scope: Google to Alphabet, Facebook to Meta—though their consumer-facing brands remained unchanged.

Why did the brand get a makeover? Because it needed more than just a new 'look', it needed a new story! Rebranding isn't just about changing logos or colors; it's a strategic decision that should be rooted in clear objectives. It's about realigning your brand with evolving market dynamics, customer expectations, and your core values. A well-thought-out reason for rebranding not only guides the creative process but also ensures that the rebrand resonates with all stakeholders, turning a visual change into a powerful narrative shift.

If it ain’t broke, don’t fix it! Similarly, you’ll rebrand your product or service only if it doesn’t align with the set expectations or vision. Before rebranding, you must survey your audience and understand what they perceive your product/service as. From there, you can create a roadmap that progresses your audience's perception towards the intended brand identity.

So, if you're thinking about rebranding, make sure you have a good reason. And then, once you've decided to rebrand, be prepared to put in the work. It's a big undertaking, but it can be worth it if it helps you achieve your goals.

Having a compelling "why" behind a rebrand is so important - it should guide all the branding decisions and rally internal teams. Maybe the rebrand aims to refresh the image after a decade in business, to better convey a bold vision and values, and attract top talent.

Understanding the genesis of a rebrand is extremely important. Rebrand is not just about a logo change. It is an overhaul of an ethos that the product, service or even the corporate brand stands for. Rebranding is changing a narrative or adjusting a narrative and if done well it can work very well for a brand.

And before doing that bear in mind…. brands have two symbiotic halves, the first is the brand identity part (the physical look, feel and TOV etc) the second is the brand essence (the why / brand story, vision, mission, values etc). Both need to come together and evolve through time. Consider auditing both before reaching any rebranding decision. Often brands aren’t broken they are just unloved, or misdirected.

A rebrand can be the perfect way to revitalize a company, if your goals or vision of the company changes. It communicates to your stakeholders, employees and customers that you are embarking on a new story and a new path.

Sometimes, a company's reason for considering a rebranding is entangled with a concern about the current reputation, and making such a huge change out of fear is usually risky, especially if a quick turnaround is desired. Consumers and buyers are smart. They will connect the dots, and all of the time and resources put into a rebrand will be for naught (and you'll constantly need to say "Yes, we were X and now we're Y". I've seen it happen in realtime.) Surveying the market is crucial. Just because internal insecurities exist doesn't necessarily mean the market is apprehensive about the brand. In this case, a solid crisis communications plan can avert the thoughts and ideas that a rebranding effort is the way to go.

When it comes to rebranding, it is more about asking two questions: - What is important to the customer? - Are we still on the course with our brand vision? The heart of any brand is a solution that is designed to solve relevant customers' problems. The moment that experience is lost, you want to think about re-designing to create the experience you want your customers to feel, hence a re-brand. That way, it is easy to say..."We want X for you, but looks like that is not what you want or looks like you are not getting that...so we are coming back different to serve what matters to you."

Rebranding isn't just a facelift; it's a strategic overhaul. To nail it, focus on three key areas: 1️⃣ Know Your Audience: Dive deep into your target market's needs and pain points. Understand not just who they are, but what they want and how they view your brand. 2️⃣ Competitive Intelligence: Your competitors are your benchmarks. Identify their strengths and weaknesses to carve out your unique market position. 3️⃣ Industry Trends: Stay ahead by understanding emerging trends and potential threats in your sector. Adaptability is your secret weapon. In essence, effective rebranding is a trifecta of customer insight, competitive edge, and industry foresight. Master these, and you're not just changing—you're evolving.

I would recommend to start with the market understanding then followed by consumer understanding. This way one is able to see the effect of market dynamics on the consumer. One final step after getting to know your consumer is to drill down and identify your primary target and the secondary target. Your communication should be built around the primary consumer

Thorough market research may reveal shifting customer needs that the current brand fails to address. Competitors may have pulled ahead by positioning themselves as more modern and customer-focused. A rebrand can close this gap by reimagining the brand identity to underscore a commitment to customers.

To rebrand a product or service for maximum impact, you must understand your target market's needs, preferences, and perceptions. Take Old Spice as an example: In the early 2010s, they discovered their target audience saw them as outdated and associated with their fathers. To counter this, Old Spice launched a humorous and irreverent marketing campaign featuring the "Old Spice Guy," a charismatic spokesperson delivering witty, self-deprecating monologues. This approach resonated with younger consumers, significantly boosting brand awareness, engagement, and sales. Old Spice's success lies in connecting with its audience through humor and relatable messaging, demonstrating the power of understanding and addressing your market's perceptions.

your customers might not be who you think they are. Maybe your target market has changed since you first started your business. Or maybe there's a new competitor on the market that's targeting your customers. The best way to figure out who your actual target market is is to do some market research. Talk to your customers, analyze your sales data, and look at your competitors. Once you know who your target market is, you can start to rebrand your product or service to connect with them.

A rebrand should happen because the data tells you, not to get away from bad PR or because something isn't working. You're embarking on a new path, and it should be for a good reason.

Rebranding a product or service can be a daunting task, but when done correctly, it can have a significant impact on your business. Before rebranding, it's crucial to understand your target audience and what they value. Next, research your competitors and the market to understand what's working and what's not. Keep it simple, a successful rebranding is not about being flashy or complex. Simplicity is key to to make sure people remember your brand. Finally to get the word out, consistency is essential. Ensure that your messaging, visuals, and tone are consistent across all channels. By following these tips, you can rebrand your product or service for maximum impact.

Well Rebranding is a business strategy and maingly aligned to perception, brand image and positioning in to consumers minds.I firmly agree with those that are saying you have to have a good reason.My position is dont do it if you sont know your target market perception about your current brand,it's popularity and the impact it will have in your business. It is pivotal to execute a market Intelligence research so that you do what end users want.

When you are in charge of a global rebranding initiative, it's crucial to be mindful of cultural distinctions. Sometimes you will have to tailor your executions to suit specific regions or countries. Of course consistency is essential, but it's equally important to recognize cultural differences that could impact the reception of your rebrand.

Be wary of market experts and trend resports. Your brand is how your product or service lives in the minds of real people. So talk to them!

Defining your brand identity is like creating a superhero persona for your product or service - it needs to be bold, distinctive, and have a killer catchphrase. Remember, your brand is not just a logo or a slogan, it's the embodiment of your company's values and promises to your customers. Make sure it's a cape your business can proudly wear! 🦸♂️💼 #BrandIdentity #MarketingStrategy #BusinessSuperhero

A key part of any re-branding process is the brand identity, and I like to think of it as the brand experience identity because it is more than the logo and colours but more about deciding the story you want to tell and the best way to capture that story. The idea is to stay relevant and MEMORABLE to your target audience.

Crafting a new brand identity is an iterative process involving diverse stakeholders. The goal is to arrive at an identity encapsulating the energetic culture and constant drive to improve. The new logo, voice and vision statement communicate approachability, transparency and a future focus.

To rebrand your product or service for maximum impact, define your brand identity by focusing on key attributes that resonate with your target market. For example, in the late 1990s, Apple was struggling financially and rebranded itself by emphasizing innovation, design, and user experience. They introduced the iMac, a colorful and stylish computer that contrasted sharply with the dull beige boxes of the time, and launched the "Think Different" campaign, celebrating creativity and individuality. This approach resonated with consumers, differentiating Apple from competitors and fostering a loyal following. By defining a clear brand identity, Apple not only revived its fortunes but also revolutionized the tech industry.

Defining your brand identity is more than just a logo or a tagline; it's the core essence that sets you apart in a saturated market. Start with your mission and values—what problem are you solving, and why should customers care? This becomes the foundation of your brand. Next, understand your target audience deeply. Tailor your messaging to resonate with their specific needs, pain points, and aspirations. Consistency is crucial; from your website to your Google Ads, every touchpoint should echo the same message. In today's digital landscape, your brand isn't just what you say it is—it's also what platforms like Google and LinkedIn reflect. A well-defined brand identity is your key to effective digital marketing and enduring success.

To redefine your brand identity, start by understanding your purpose and what value you offer your customers. Then, be consistent and authentic in all your communications. When it comes to the specific elements of your brand identity, such as your logo, colors, typography, imagery, and shapes, choose simple and friendly options that will resonate with your target audience. And finally, make sure your brand guidelines are easy to understand.

Great brands can answer 3 questions: 1. What problem are we solving in people's lives? 2. How do we do it differently than everybody else? (NOTE: this could be something as small as a founding myth or something as large as a product differentiator). 3. Why do we do it? In other words, how do we want people to feel as a result?

A brand identity is so key. Your tone, market, logo, slogan and everything that represents you should be handled and selected with care. WHen you change these, it confuses your audience. So you want to take great care to get it right first time

Consider conducting a thorough competitor analysis to identify gaps and opportunities in the market. Tailor your rebranding strategy to differentiate your product or service effectively. Engage with your audience through surveys or focus groups to gather feedback on your current brand and insights on what resonates with them. Incorporate these findings into your rebranding efforts to ensure alignment with customer preferences. Lastly, create a comprehensive rollout plan, integrating online and offline channels to maximize visibility and engagement during rebranding.

A well-crafted brand identity helps create an emotional connection with the audience. Consistency across all touchpoints ensures that the brand stays top of mind and strengthens recognition.

When developing a new brand we will always invest heavily into developing brand assets which reinforce brand positioning. This will cement your new brand into consumers minds as a decision making shortcut. Byron Sharp from Ehrenberg-Bass refers to elements that do this as distinctive brand assets (DBAs). Through creating memorable elements and assets for your brand you can stand out and cut through. These can range from colours, words, shapes, patterns, taglines, even celebrities. Basically, anytime your brand rubs against the outside world is an opportunity to form a new connection between your asset and your brand in someone’s mind. Use them consistently and often to own your DBAs and build those connections.

A visual rebrand focuses on conveying the new identity through websites, signage, uniforms and more. Brand guidelines maintain consistency across assets. Photography and content highlight personality and customer centricity resulting in a cohesive, relatable image.

Consistency is key and the brand identity guideline should be able to emcompass the use cases and the do's and dont's so the brand doesn't lose it's identity in the long term.

a good example of rebranding is Telepathology services, where the core audience used to be the pathologists and the clinicians, but expanding the target audience to include the patients' families and communities added a big rebranding for the service, especially for cancer patients where the fast reporting of the hesto pathology could lead to patient survival.

Effective brand assets reinforce your identity at every customer interaction. Ensuring these assets are consistent across platforms can enhance brand recognition and trust.

Once you've defined your brand identity, bring it to life across all touchpoints—website, social media, packaging, and more. These assets are your brand's wardrobe, each piece reflecting your core message and personality. It's crucial to ensure consistency across platforms, adapting to each's unique strengths while maintaining your identity. This approach guarantees that wherever customers interact with your brand, they get a consistent experience that's unmistakably you. Embracing this strategy deepens your brand's impact and recognition, making every touchpoint a testament to your brand's essence.

Before considering to go ahead with the rebrand, given the size of the impact that a rebranding often has (the more established the existing brand is, the larger the stakes will be), it is always wise to acid-test how effective the rebranding effort is; where are your improvements from your current branding, what are the inherent weakness of your new branding that you (are hardly able to fix) must swallow and where are your blindspots that you can address before it launches massively and widely. BASES Renovator may be an suitable approach to get a comprehensive view of how the changes impact your brand portfolio and customers' perception of competitors, providing that intelligence edge that competition would not yet have known.

Announcing internally first helps secure team alignment. A public launch may involve PR, social media, presentations to key accounts and ads. Proactively addressing customer questions and feedback is key. The result can exceed expectations, with impressive increases in brand awareness and favorability.

A successful rebrand launch can revitalize your business and attract new customers. For example, in 2018, Dunkin' Donuts rebranded to "Dunkin'" to highlight its expanding menu beyond donuts. The rebrand included a new logo, store redesign, updated packaging, and a social media contest, all aimed at appealing to a younger, on-the-go audience. This multi-channel campaign generated significant buzz and increased brand awareness, with the new, simplified name and logo resonating with the target audience. As a result, Dunkin' experienced increased sales and a revitalized brand image.

Rebranding isn't just about changing your colors, fonts, or logo. It's about communicating your new message: what's your new mission, values, and vision? To do that, you need to plan a successful rebranding launch. Here are a few ideas: Post ads online, in print, on TV, on radio, etc. Get the word out about your new brand! Announce the launch of your rebrand with a press release on your site and a post on your social media channels. Explain why you needed a rebrand and what it means for the future of your company. Get creative! There are endless ways to launch a rebrand. Have fun with it and make it something that your audience will remember.

Look at all of the possible expressions of your new brand - from merch, to film, to UX, to packaging - and find the ones that most clearly and viscerally land your idea. Put everything behind those.

Internal company buy-in is critical for the success of a rebrand. Without employees understanding the reason and purpose of a rebrand, uncertainty and uneasiness can set in. By launching the rebrand internally first, not only do you mitigate concerns, but you can also rally the troupes behind the effort by making them champions of the new brand.

Leverage social media platforms and influencers to strengthen your rebranding message. Engage your audience through teaser campaigns or countdowns to build anticipation. Provide a compelling narrative about the reasons behind your rebrand, emphasizing any improvements or added value for customers. Encourage user-generated content to foster a sense of community around your brand. Monitor the success of your rebranding efforts through key performance indicators and be adaptable to refine your strategy based on real-time feedback and data. Remember, a successful rebrand is an ongoing process that requires continuous evaluation and adjustment.

To ensure maximum impact when rebranding your product or service, it's essential to craft compelling messaging and visuals that resonate with your target audience. Align your 4P strategy accordingly: enhance your product or service offerings to reflect the new brand identity, strategically price them to reflect their value, optimize distribution channels for accessibility, and deploy a diverse mix of promotional tactics. Leverage social media, advertising, public relations, and events to amplify your rebranding message. Foster positive word of mouth through exceptional customer experiences and engagement with influencers. This integrated approach will help maximize reach, generate buzz, and foster lasting customer loyalty.

Sometimes rather than needing to rebrand, it’s time to part ways with your existing target customer base. Ruth Handler, co-founder of Mattel, is the pioneer of parting ways with one target market in order to attract a much bigger and more profitable one. In 1955, when The Mickey Mouse Club first went on the air, she recognized the power of an untapped market and made the brilliant decision to commit a previously unheard-of amount of money to advertise year-round to children and not their parents. Ruth Handler decided she had a bigger market than the customers who paid for the toys. So she concentrated on the customers who created the demand.

Branding isn't something you roll out once a decade. It's something you do every day. So make sure that your entire organization has the tools and shared language necessary to build a consistent brand experience out in the world again and again and again.

When you're designing your new brand, it's important to get feedback from your customers. This will help you make sure that the new branding images and messages communicate your new mission, values, and vision. It's also important to track brand sentiment before, during, and after a rebrand launch. This means tracking how people feel about your brand online and offline. You can use social media monitoring tools to track what people are saying about your brand. You can also conduct surveys or focus groups to get feedback.

Whether for branding or re-branding, consistency is key to any strategy. Not just for what marketing does but the entire organization. It needs to be one collective movement, where everyone at the company is telling the same story. And then you have to stick with this story for a very long time. If you rebrand too often, it creates confusion and makes any potential customer doubt that what you say is actually true.

Most B2B brands, especially those with a complicated story to tell, do not have the tolerance or a reasonable budget to a complete rebrand. For most, they should consider a reframing instead. Reframing their brand allows them to address the most important parts of the GTM strategy: Purpose. Message, Audience (ideal), Style (in that order), without the overhauling or financial impact of a complete rebranding.

To achieve maximum impact in rebranding, focusing on effective storytelling is paramount. Your brand isn't just about the product or service; it's about the emotions, experiences, and perceptions it evokes. Share the challenges or market shifts that prompted the change, and be transparent and authentic. Moreover, emphasize how the rebrand benefits your customers and enhances their experience. Use relatable anecdotes and real-life examples to create an emotional connection. When customers can connect with your brand on a personal level, the impact of your rebranding is maximized.

Anecdotal observations are not reason enough to embark on a rebrand. Actual data is needed. Both qualitative and quantitative. Remember, the rebrand is to best position your company to reach and service customers, not to latch onto fleeting design fads or copy off of competitors.

It's a higher-order battle. What is the long-term goal you are going to be landing with the new brand? what is the intended impact? How does it fit in with the company's long-term objectives and align and resonate with the consumer? From here, how do you shape your brand accordingly? A key note is that quality beats speed here, as some elements of brands are here to stay for a long time.

An overlooked but vital part of the rebranding process is the brand strategy. The brand strategy is your business's personality. Without it, your visual identity has no basis, and your marketing will be inconsistent. Take your time and go through the brand strategy process to properly define who you are and why you do what you do. Brands that focus on brand strategy rebrand less often, and their audience is more likely to be connected with their products. According to Oberlo, 77% of consumers want to buy from brands that share their values. You discover and map out your brand's values in the brand strategy.

In my experience, an impactful approach for rebranding starts by conducting thorough market research to understand your target audience and competition. It is crucial to define your brand's unique value proposition and create a compelling brand story. Accordingly, update your logo, visuals, and messaging to align with the new brand identity. Consistently communicate your rebrand through all marketing channels and engage with your audience for feedback and buy-in. Lastly, monitor the results and be prepared to adapt your strategy as needed for the best impact. Hope this helps.