REBRANDING: when, how and our 3 secrets for doing it correctly
Have you ever happened to look in the mirror and not recognize yourself all the way? You stand there staring at an image that does not belong to you, that does not show the outside world what you really are, and you wonder how this could have happened. At this point you have to make a decision: ignore the problem or face it and initiate a process of change.
Here, this second possibility does not happen solely to people but also invests the companies.
In this case we speak of rebranding: a thorough and accurate analysis of new needs, a profound process consisting of several steps to finally return to recognizing oneself and, more importantly, to liking and pleasing oneself!
Deciding to do rebranding means digging inside the company, bringing to light every single aspect that identifies it and, based on the need to be fulfilled, studying a strategy that gives the brand a totally renewed overall look.
When corporate rebranding becomes necessary
This phase of renewal Can arise from multiple needs:
- a realization may occur on the part of the brand, which senses that all (or part) of its corporate image no longer reflects
i its values, the its mission, its evolution over time; - because the company wants to posizionarsi on a different market than the one it has always referred to;
- can be a redemption from what is called the "bad reputation." That may arise because of poor choices made by the company itself
or because it is associated with undesirable activities and characters; - through mergers, demergers, or acquisitions that necessarily involve a total change in the brand image.
In the first two cases we are talking about proactive rebranding: the company acts so that the image it wants to give of itself finds a consistent counterpart in what the target audience thinks of the company itself (what we call brand reputation); in the last two cases, on the other hand, the activity that is put in place is that of a reactive rebranding, in that the need for renewal arises as a response to an event.
But how to rebrand effectively? Our 3 secrets
The rebranding activity is our bread and butter: several high-profile companies have relied on our experience and expertise in the field
To take this big step. But how do we approach this activity? What steps do we put in place?
Here is our 3 secrets, we hope they will be useful for you to make an analysis of your situation and, if necessary, take action!
1 - We analyze the state of affairs and identify a pathway
When we come into contact with a company, it is not always fully aware of its state of the art. These are often established brands in their field, with stable turnover and long-lasting customer relationships based on trust and professionalism.
This situation often causes companies to neglect the communication aspect and the need to create valuable content with which to assert even more leadership.
It is precisely in these situations that we come into play!
What we do is analyze the state of affairs Of corporate communication, engaging with the client by gathering his or her impressions and ensuring that he or she is ready for change. Willingness to eliminate or upset elements that are no longer functional is a key step, which makes the difference between a dynamic and successful company and one that, by remaining static and not seizing the stimuli of the market and the ever-changing world, risks missing a real opportunity.
2 - We are committed to expressing corporate identity.
And to do that, we need to make the company capable of expressing herself, its history, values and goals. How then do we proceed? First, we act directly on any critical issues: we understand what needs to be eliminated, what can be maintained with some interventions, and what, on the other hand, needs to remain unchanged. Indeed, not always in the activity of rebranding fall under all of the company's communication tools, and you need to be able to understand what it is worth!
3 - Let's take action!
After much analysis, study and strategy, the time finally comes to put our creativity into play! We always try to proceed gradually, through small daily steps, to make both the company and its target audience accept the change in place.
We then proceed to disseminate the news using all our tools: company profiles, brochures, photo shoots, institutional videos, advertising campaigns, corporate gifts, social media and more... the important thing is to always send a message coherent and unified,
So that the new corporate spirit is felt loud and clear!
Case study - the rebranding of McDonald's
Very often it is the large companies that, precisely because of their popularity, are faced with this process of renewal in order not to lose credibility in front of their audience and to welcome the latest news in their target industry.
Have you paid attention to it? Also McDonald's, in recent years, has carried out a rebranding!
Popular and loved all over the world, it was, however, being pointed at as a distributor of "junk food" especially after the release of the documentary film
"Super Size Me" of 2004 that was a huge success. How to regain customers' trust and change that opinion?
Through a skillful rebranding: from introducing a menu with more "healthy" items (such as salads, fruits, fresh foods, etc.) to changing the logo (red has been replaced with a more "healthy" forest green), going through a restyling of the physical stores (of which both architecture and space, colors and materials used were renovated - incorporating wood, for example) that would give them a more elegant and less "fast food" appearance; these are the main renovations that the brand has implemented. Food packaging has also become day by day more ecological: Indeed, there has been an increase in the use of cardboard to replace plastic, and in the wake of this ideal, straws have also recently been abolished.
McDonald's also has been able to take advantage of the positive brand reputation of other companies to change their own: does the use of Italian 100% chicken signed by Amadori? Or the collaboration with GialloZafferano? In Italy, the choice of these partners has certainly helped to spread the idea that McDonald's cares about health, the use of 0 km food and environmental impact.
Are you ready to perform an analysis on yourself? Do you want to take the big step of rebranding or figure out whether it is necessary for your company?
For advice from our experts, contact us!
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