Why do we need Rebranding?
To align ourselves with the new trends on the market? To change our vision? To bring a new and fresh air into what we do? Because it’s usually done? Because it’s the trend? Because we have to? Because we need to declare a clear business statement?
Back in the day, these were the questions I had in mind when I started a rebranding project. It was hard for me to figure out why we do what we do and what we should and shouldn’t do. Where should it all lead to and how the journey there will be. Too many questions and very few answers.
I didn’t want to make a rebranding because they just say so.
So I was reading about some successful Rebranding projects and some that ended up being a complete failure. Sometimes I was afraid and sometimes I felt that I could move mountains.
To be a part of a Rebranding project can only be a pleasant experience. An experience that helps you grow as a marketer, brand manager or designer and learn to listen to both the “voice” of the Agency and the “voice” of the company.
Starting a rebranding process is not to make people smile or to make other designers say in big design publications that they love it. There will always be some voices that will say that you made an ugly work. That this is not the trend to be followed. And other ideas that I can’t remember right now.
However, Rebranding does not always solve the problem in the right moment. Rebranding will not change the position of the product, it will not change customers perception of the product nor will it “bring forth” by itself a brand engagement for the employer. If the Agency is so greedy as to suck the money from the client, then the Rebranding project is a waste of money.
A rebranding process is a long one starting from something and going somewhere. It’s like hiking a new mountain with new gears, in new contexts but with the same body.
You want to rebrand? Think about it: do you just need to change the packaging? Think deeper. Do you need to change the provider? Do you need to change the production line? Perhaps even stop the production of certain products. Or you may need to do a restructuring of the company. Rebranding is not just a new logo, new icons, new UI and UX design or new colors. The Rebranding process gives you the opportunity to change everything from scratch. Are you making the most of this opportunity or just spending money?
When Facebook changed their logo what did the other specialists say about it? The designers hate it but the businessmen didn’t care. Why? Because it was a business base rebranding. When Google changed their logo what did the designers say about it? That Sanse Serig is so old and they need to get in new shape. Right. But what about creating an infrastructure in a company coming from inside to outside and to shape all the visual elements to all the devices we have on our desk. It’s about the importance of the visual but in different context.
And I know that some of you don’t like Uber’s newest logo, or Medium’s. But guess what? There was a business decision, a new statement that they are making in the market.
These kind of brands don’t need to stick to the trend or to follow the trend. These kind of brands shouldn’t focus on the visual design trend. They focus on brand authenticity.
Delivering happiness and other needs that the customer wants to achieve.
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