Rebranding: Success and Horror Stories, and How to Rebrand the Right Way

Changing your business's brand can have several benefits. It can help you connect with new customers, increase your revenue, and alter people's perceptions of you. However, it is important to note that this process is not simple. You need to think about everything from your company's values to its name, logo, and messaging. Launching a rebrand can strengthen or weaken your business, and this is why you need to avoid horror stories at all costs.

The good news is that you can learn a lot from big businesses that have successfully rebranded and those that failed to execute well. In this blog post, we will discuss success and horror stories related to rebranding. Additionally, we will provide tips on how to properly rebrand, which includes launching and announcing the rebrand.

Horror Story: The Gap

One of the most significant horror stories in the rebranding world is the Gap logo fiasco in 2010. The iconic retailer wanted a significant change in its logo, so it hired Laird & Partners to create a new design. The new logo was launched in a fanfare event but received a lot of negative feedback online.

Customers and designers criticized it for being too plain and lacking creativity, and as a result, the new logo was withdrawn, and Gap reverted to its original design. This example shows the importance of listening to customer feedback before making significant changes to your brand.

Success Story: Airbnb

In contrast, one of the most successful rebranding campaigns is Airbnb. In 2014, the company expanded its business from being a simple home-sharing platform to a travel brand, recognizing the need to create a more professional image and attract a broader audience. They hired DesignStudio to create a new logo and a fresh visual identity, and a new brand strategy emphasizing human connection.

They launched this new identity with a heartwarming ad that communicated their essence perfectly while acknowledging their new design. The campaign was a massive success, with the new design and messaging inspiring loyalty and providing cohesion across their diverse customer base.

Our Tips

When considering a rebrand, it's crucial to do it right. You need to prepare your strategy well, plan your communications and delegate the task to a creative team that can execute your vision with skill.

Decide values

The first tip for success is to define your brand values, mission, and audience. Know your brand DNA and understand how your business can stay authentic and aligned with those values. 

Create Visuals

The second tip is to create a consistent visual identity that communicates your values explicitly and is reflective of your brand's personality. Your logo, color scheme, typography, and imagery should target and resonate with your specific audience. The right design will be timeless and be appropriate to your brand, and should not be forced or derivative. 

Announce it

The third tip is to launch and announce your rebrand effectively. You don't want your rebrand to be a wasted opportunity, so it's essential to communicate it to the right audience, convey the new vision and invite people to connect with you.

Final Thoughts

Launching your rebrand is easier than ever in the digital age. Launch and announce through your website, social media, and email marketing campaigns, and invite your entire audience to be a part of the campaign through engaging visuals, videos, and special promotions. Aim for your rebrand to be a memorable event that will provide you with maximum exposure.

Rebranding your business can breathe new life into it, but you need to do it right, or it can unravel in a moment. The key to success is understanding your audience and values, preparing and executing your strategy, designing a consistent identity, and executing a confident launch. Today's competitive marketplace demands a differentiated and authentic brand identity, so don't be afraid to take this bold step.

Use the success and horror stories we have provided as a guide, and trust the process, and if you put in the effort to make it right, the result will be a memorable rebranding campaign and a successful business.

If you decide that rebranding is the best move for your business but want someone else to handle it, don’t stress! Let our team of professionals handle every part of your rebranding process to make the transition seamless for you.