The Spring season is almost here and, for many of us, with that comes an annual Spring cleaning. Top to bottom, left to right, we clear out the clutter and make room for the fresh and new. Personal lives aside, can Spring cleaning apply to a brand? The answer…is YES! Some companies may need to update their look for a variety of reasons: avoiding a stagnant brand message, revitalizing the corporate image, keeping up with the changes that affect their target audience, and many others. The process is called rebranding and it is an extremely effective tool for marketing, but also dangerous if done incorrectly. Here are a few tips for those of you in need, along with examples of some major successes and failures. We recently found ourselves with a client that needed to rebrand their company. Cotton Heritage, an international 32 years successful apparel company, approached us with the task of changing their entire identity, beginning with their catalog. Here’s a peek at the 2015 catalog that we put together for them:
Don’t be discouraged/encouraged by the logo above, we’re not getting political over here at amaraReps. That H is the new logo for Hillary Clinton’s 2016 presidential candidacy. It is a part of the systematic rebranding that the former first lady is undertaking in order to reemerge to the public in a new, refreshing light. Check out the article by Philip Rucker and Anne Gearan here, it is great food for thought and should get the wheels spinning a bit. A few takeaways that I found interesting…
- The article raises an important question: when and how do you rebrand? There are so many factors that contribute to this discussion, but the underlying theme would be that the change should come when it is necessary.
- For Hillary Clinton the decision was made to make her more relatable to the public and shake the past beliefs about her values and image. However, the fact that she is a relative celebrity can make the whole process quite difficult. Considering we’ve all had 20+ years to construct perceptions about her, it proves much more difficult than introducing a relative unknown.
- Another viable case study that is brought up in the article is that of McDonald’s. Currently they are experiencing a slump in sales based upon their values, so a shift in image is necessary to revamp the brand of the golden arches. Once again, the fast food giant is so well known that to realign the course takes more than a new commercial.
- Most major brands have faced this challenge before: Coca-Cola, Walmart, and Apple are just a few of the majors that have managed a change in the winds and had to recourse their ships.
- What will Hillary’s (or your) new promise be to your public? A clear, concise, and direct answer must be given. Less is more and a one-word premise is the key to success.
All in all, any brand that is around long enough will have to reconstruct their image. The course to take will all depend on the who, what, and where of your brand, but more importantly, the who, what and where YOU want your brand to be. Just remember this vital piece of information: your brand isn’t necessarily how you see yourself, it’s how your demographic sees you.