A successful rebrand entails more than just a redesigned logo.
Some brands may require an entire overhaul. This can include evaluating your current brand, assessing your company goals or marketing strategies, and researching or conducting focus groups to understand how customers feel about your brand.
Three Reasons to Refresh Your Brand
There are several factors that can influence a company to rebrand, including:
- Rebuilding a loyal following
- Embracing a new philosophy, values, or mission
- Desiring a fresh new look
The History of Popular Rebrands
Some of the most well-known and influential brands have updated their brand more than once or twice.
For instance, McDonald’s has refreshed its brand at least once a decade. Their most recent rebrand incorporates vibrant colors on the packaging and in stores, as opposed to their signature red and yellow. However, the famous golden arches haven’t gone anywhere. Rebranding has also included updated taglines, from “You deserve a break today” to “I’m lovin’ it” the fast-food giant has included brand slogans into their marketing.
MasterCard is another recognizable brand with its red and yellow circles. The credit card company upgraded their logo, website, and other marketing staples for a complete brand overhaul in 2019.
Hardware and appliance staple, Sears had undergone several rebrands. From it’s start as Sears & Roebuck in 1906, the retailer relied on catalogs to sell products. After opening brick and mortar stores in 1925, Sears quickly became one of the biggest retailers in the nation. Known for hardware and appliances, Sears rebranded in the 1990’s to promote their softlines, including women’s fashion, shoes, men’s wear and kids’ clothing. Marketing efforts promoted “The Softer Side of Sears” to women. The latest rebranding effort in 2020 has fallen flat as many pointed out that the new Sears logo bears a striking resemblance to Air B&B.
Ready to Refresh?
Now that you’re familiar with the definition of rebranding and case studies for reference, you may decide that it’s time for a rebrand. Whether you’re looking to rename, redefine, or rebuild your brand or business, we can help!
Baseline Creative is equipped to redesign your brand from the ground up. We will assess your current brand, and recommend strategies and innovations based on our research and industry knowledge. Contact us to have a conversation about where your brand is and where you would like it to go.
