The rebirth of brands: secrets of successful rebranding

Branding is the expression of a brand. It is taking what makes it unique and making it manifest. In this article we will take a closer look at the concept of branding, with all that goes with it. We will also discuss what rebranding is, and the change over time of popular brands.

Brand and logo

Let's start with some definitions.

• Branding is what distinguishes a business from its competitors. It is the unique identity that customers can recognize and connect with.
• Instead, a logo serves as a visual representation of the brand and is often the first thing people see.

Logo Design and Branding: what is the difference?

Many people use them as synonyms, but they are actually different things. A logo, in fact, is only the symbol that represents a company, while branding concerns the set of elements that create the visual identity and the public's perception of the brand.

Branding includes the logo, but also the name, colors, fonts used, graphics, and all the communication that is created to promote the brand. Logo design is only one of many elements of branding and must be built from the characteristics and values of the business it represents.

Good branding creates an emotional connection between the company and the public, while the logo is a graphic element that represents its visual identity.

The terms logo and brand are not synonymous (despite often being used as such). Let us now look more specifically at the meaning of the most important terms.

Some useful definitions

Brand

Brand is an abstract and dynamic concept. It is a set of name, symbol, payoff or any other feature that distinguishes the good or service of a business from that of other businesses.

Logo

It is the graphic sign that distinguishes a brand.

Payoff

It is a term used in different fields, with different meanings. In marketing it indicates the concluding sentence (often placed under the logo, but not always), which summarizes the value of the company. It can creatively use the rules of spelling (as we saw in this Deep Marketing Science Project article: https://science.deepmarketing.it/brandname-grafia-non-convenzionale/ ).

Font

It is a complete set of characters distinguished by a particular design, often with a particular style (such as bold, italic, and so on). We could say that it is the way the character is represented.

It can be with or without graces (the embellishments at the ends of a letter, which often make it more elegant).

Naming

It is the marketing activity that allows a company to choose the name of its product or service. More simply, it is the choice of the name to be given to a brand.

The use of colors

The psychology of colors in branding and logo design is critical to creating a strong and recognizable image of one's brand.

Each color has a specific meaning and conveys a different message, so it is important to choose the colors best suited to represent the company's values. Red, for example, is a color that stimulates energy and passion, while green symbolizes harmony and balance.

It is crucial, therefore, to pay attention to the choice of dominant colors to ensure that your brand conveys the right message. Choosing the right colors for your logo can increase the perception of your company's value and make it more attractive to your audience.

Color psychology in branding and logo design is just one of the key aspects of creating a strong and lasting brand identity.

In addition, it is extremely important to pay attention to some useful rules when thinking about designing a logo.

For example, absolutely no more than three colors should be used. Using more would only exponentially increase confusion in the mind of the customer, potential or actual.

In addition, a logo should have simple, uncluttered graphics and be simple, versatile, and easy to recognize and remember.

Immediate, in short.

Rebranding

Rebranding is a process of changing the corporate image of an organization. This market strategy involves creating a new look for an established product or company, which may include a change of name, symbol, or slogan.

The main goal of rebranding is to positively influence the customer's perception of the company, increasing brand loyalty and reputation. In other words, rebranding is an opportunity to rethink the brand and improve its ability to respond to the needs of the market and its stakeholders.

Rebranding as a marketing strategy for large companies

Many particularly well-known companies rethink their brands over time. This is especially the case for brands that have existed for decades while being able to afford changes in their branding over the years.
As companies continue to evolve, they often seek to refresh their image.

This change in company identification usually involves a new name, logo, and image to create an updated look that resonates with the target audience.

The concept may seem simple enough, but in reality rebranding is both an art and a science in that brands must maintain their identity while adapting to changing market trends.

Rebranding has become a key strategy for large companies in the marketing world. Many famous companies such as Facebook, KIA, and McDonald's have undergone rebranding in order to renew themselves and keep up with market trends.

This strategy involves changing distinctive brand elements from communication strategies.

Let's be clear: rebranding is a risky move. Only if carried out correctly can it prove to be a success and bring great benefits to the company, such as improving brand perception on a global scale.

A well-developed rebranding requires commitment and resources.

Changes in the most popular brands

The last few years have seen a wave of rebranding for major companies, and Facebook, KIA, Pringles are just a few examples.

These companies have recognized the importance of updating their brand identities to remain relevant in today's changing marketplace.

Facebook, for example, has undergone a series of redesigns over the years, each aimed at improving the user experience and maintaining its position as the world's leading social media platform.

KIA, on the other hand, has undergone a radical transformation over the past decade, moving away from its reputation as a cheap brand to establish itself as a manufacturer of high-quality vehicles. This has recently been particularly reflected in the change of the logo, which has been redesigned to become much more modern.

Pringles has updated its brand identity to appeal more to modern customers without losing its distinctive style and image.

Let us now look in more detail at some famous brand changes.

McDonald's

McDonald's, one of the world's most famous brands, underwent a groundbreaking evolution of its logo in 2016. The rebranding was done to modernize the company's image and to shift the focus to nutritional values. McDonald's approach to rebranding was innovative, with the introduction of a new design system using bright shapes and eye-catching colors.

This strategy has strengthened the company's visual identity and brand experience. In addition, McDonald's has also updated the atmosphere of its restaurants, offering a new, more modern and comfortable design. This shows that rebranding can bring great benefits if it is carried out effectively and tailored to meet market needs.

Coca-Cola

The rebranding of Coca-Cola was one of the most significant in marketing history. The company decided to unify its brands through an iconic visual identity known as One Brand, including the second largest brand, Sprite. This allowed the company to channel a set of values and better position itself in the marketplace.

Pepsi

Pepsi's rebranding has been one of the most revolutionary of those that have occurred over the years. Pepsi has repeatedly decided to change its logo and many other features that have resulted in a remarkable change in the company's image.

The current brand image (2023) dates back to 2014. Constant evolution has been very important to the success of this company.

Skipper Zuegg

The rebranding of Skipper Zuegg was one of the Italian company's major renewal projects. As part of the rebranding of its entire juice range, Skipper decided to redesign the packaging of its products and focus on a new brand identity, with a new advertising campaign, with the claim "You are the Skipper."

Skipper Zuegg's rebranding, like that of many other large companies, aims to renew the brand, update it to new market trends and improve customer perception of the product.

We have seen how important rebranding can be for large companies. Before embarking on such a path, it is obviously important to carefully consider the advantages and disadvantages that this strategy brings to businesses.

Let's look at them together.

The advantages and disadvantages of rebranding

Rebranding can be an effective marketing strategy for large companies, as evidenced by the numerous case studies involving famous brands such as Coca-Cola, Pepsi and McDonald's. However, as previously mentioned, this process has pros and cons.

Among the former is the ability to strengthen brand presence in the market, increase the perception of value to customers, and increase customer loyalty.

However, disadvantages should always be considered. Such as the considerable costs of renewing the company or product image, public resistance to change, and the potential loss of recognition of the original brand. To be successful in a rebranding, it is important to carefully consider all these factors and carefully plan every aspect of the change process.

The keys to success for effective rebranding are many and must be carefully considered before embarking on a brand identity change.

First, the company must have a deep understanding of its brand culture and ensure that all new rebranding elements are consistent with it.

In addition, two-way communication with the public is essential to create a bond with one's target audience and avoid a reputational crisis.

Finally, a rebranding must be based on a sound and well-planned marketing strategy that takes into account all factors external and internal to the company. This is the only way to achieve a successful and lasting rebranding, as has been demonstrated by many large companies that have seized the opportunities presented by change to consolidate their position as market leaders.

Factors to consider before undertaking a corporate rebranding

There are several important considerations to make. First, you need to understand why you want to change your brand image. This is a strategic choice that must be supported by a set of solid, well-thought-out reasons. In addition, it is important to assess the cost and time involved in rebranding, as well as the possible risks and potential consequences on customers' perception of the company.

It is essential to involve the company's team and (of course) marketing experts in the decision and design of the rebranding, so as also to achieve a new image that fully reflects the company's values and identity.

Finally, it is essential that the rebranding process be communicated clearly and transparently to its customers so as not to generate confusion or distrust about the company's renewed identity. With the right attention and planning, rebranding can bring great benefits to a company, helping it to grow and renew itself in the marketplace.