In the present decade, we all have seen famous brands rebrand themselves. And we must say that ‘rebranding’ is a game-changer, but only if it is planned and executed perfectly. Otherwise, it may lead to unwanted trouble for the brands.
Some of the most well-known brands in the world have met setbacks after remarking. For example, in 2010, the logo change of the Gap faced public setbacks, and within a week, they returned to the original logo. Similarly, Tropicana experienced a 20% decline in turnover due to the change of packaging. Conversely, companies such as Apple or McDonald’s not only successfully rebuilt but have become strong businesses through overmarking efforts.
So, what sets the successful remarking from unsuccessful efforts? Understanding ordinary rebranding mistakes can help companies avoid expensive errors. In this blog, we’ll explore why some rebrands fail and how the best branding agencies in Dubai ensure a smooth transition.
Common Mistakes For Rebranding Failure
No Clear Strategy Or Vision
Most brands try to follow trends blindly and start rebranding themselves. However, a brand without any clear purpose for rebranding will just confuse its customers. This is why you need help from the best branding agencies in Dubai who conduct in-depth research to understand the need for rebranding. Not only that, they will also ensure that the new identity matches the brand’s original goals and customer expectations.
No Value To Customer Perception
When brands do not understand or recognize customer perception, the rebranding can feel artificial to the customers. A very valuable example of this is Tropicana’s rebranding fiasco where they lost millions as their new rebranded packaging makes them alien among their existing customers. People just could not recognize them and their sales dropped drastically. This example shows that branding is done so that your customers can find you from anywhere in the world.
Drifting Too Far from the Brand’s Core Values
You just can’t do this mistake. A successful rebranding must support the core values of the brand, otherwise, there may be a break from loyal customers if the rebranded content pretty much gets rid of what gives the brand their followers. An example includes Coca-Cola’s “New Coke” failed initiative that caused significant public complaint and had them return to their original product. This happened in the 1980s when Coca-Cola changed their classic formula, and people went ballistic on them demanding to return to their original ‘coke’ formula.
Poor Execution and Communication
Rebranding needs careful planning and strong execution of the rebranded strategy. Without the proper communication and messaging plan, it is possible for customers to not even understand that the rebranding and messaging has taken shape. The best branding agencies in Dubai ensure that a rebranding strategy includes messaging and a rollout, and without those, a struggled explanation is in store for your customers.
Strategies to Ensure a Successful Rebrand
State Your Motive Clearly
Knowing why you are rebranding is important for your customers. Whether to modernize the brand, go after a new audience, or change the direction of your business, clear aims will help stave off brand identity crisis through the rebranding process.
Review Rebranding Case Studies
This will help you learn from other business decisions’ failures and successes. Well-known brands such as Apple and McDonald’s have had success over time as they have rebranded but have remained true to who they are and have rebranded with the market.
Include Your Audience
Your customers should feel included in the process. Use surveys, previews, and feedback/suggestions to help brands know if they are moving in the right direction.
Engage With the Best Branding Agencies In Dubai
While it is possible to create a compelling branding extension yourself, formalize your work with a branding agency. It is important to have the best information across market space and consumer psychology.
Test It Out Before Going All In
Do not roll out a whole rebrand all at once. Roll out elements like logo, tagline, or packaging with a focus group to understand if you are going in the right direction. All work aside, testing ahead of full roll-out will provide a clear idea of whether the change will be well received or not, and adjustments can be made in real time before making physical changes or adjustments.
Summing Up
Rebranding is definitely a viable alternative for companies, but only if the overmarking is successful. An unsuccessful about marking can lead to loss of brand awareness, loss of trust from customers and finally loss of income. Successful omarking effort, on the other hand, can inject new life into a brand and help create new roads for business. Companies can study past rebranding case studies and partner with the Award-winning creative agencies in Dubai for branding to make a rebranding effort without running into some of the common mistakes.
