Rebranding is a well-known concept in the world of marketing and advertising, yet it often meets with hesitant reactions. Fortunately, rebranding is usually about keeping up with the times. Not because you want to cover up something old, but because you want your brand to evolve, just as the world around it does. In this blog, you’ll discover why rebranding is far more than just a fresh coat of paint; it requires critical and honest introspection.
Brands that must - and dare to - change
Consider MacDonald’s as an example. Back in 2007, and only in Europe, they waved goodbye to their iconic red branding and opted for green to promote an eco-friendly image. Sure, there was a touch of image polishing involved here, but it was also about keeping pace with a world that was changing, along with evolving consumer needs and desires. Europeans were becoming increasingly focused on sustainability, and McDonald's responded by adjusting its internal policies on customer service and sustainable operations.
Staples, the office supply giant, took a different approach in 2019. They didn’t just change a color or design. Instead, they launched what they called “a new logo for a new way of working.” The transformation was more than skin deep: their entire strategy shifted, broadening their focus beyond traditional offices to include dynamic, flexible home working. By offering new products, Staples repositioned itself in the market. They chose a modern logo that reflects who they are now and, more importantly, where they’re headed, all while staying true to their core: providing solutions for working life.
From a Stapler to a Desk. From a typical office supply to an abstract representation of a workspace. Whether that workspace is in an office, at a co-working spot, at home, or in a café. It perfectly aligns with the Staples of today!
Re-Invent your brand
Elevating your brand doesn’t necessarily mean tearing everything down. In fact, staying true to your core is essential for a successful rebranding. Our examples prove this: McDonald’s still serves fast food, but with a focus on sustainability. Staples remains a supplier of office products but has expanded its offerings to include online services. Countless other brands have successfully reinvented themselves in a similar way. After all, rebranding is often about reinvention.
Reinvention means taking a close look at who you are and where you stand. Do the values you’ve assigned to yourself still hold true? Do they align with where you are now and where you want to go? And, just as crucially, do they still resonate with your target audience? By taking the time to ask yourself these critical questions, you ensure your brand stays relevant.
If your brand hasn’t had a reinvention moment yet, it’s likely just around the corner: keeping up with the times has never been more important. So, to quote our fearless leader Chantal (and Jack Welch), “Change before you have to!”
If your brand hasn’t had a re-invent moment yet, it’s only a matter of time. Keeping up with the times has never been more critical. To quote Chantal, Head of GI (and Jack Welch): “Change before you have to,” because it’s time to leave the taboo of rebranding behind us.
Think it's time for your re-invent moment? Are you looking for someone to hold up a mirror and dive deep with you (and your team)? Then GI is the perfect partner for you! Get in touch with our strategic expert Chantal directly at Chantal@gi.nl.