When to Re-Brand Your Company

When to Re-Brand Your Company

If your brand doesn’t reflect your company, you may need a new one.

Simplicity and clarity have always been staples of excellent brand communication: A brand’s visuals must be easily recognizable, and the brand’s values must be immediately understood. If you find that your brand has evolved into something too complex or confusing, getting back to the essence of your brand is an approach to consider. Sometimes your company has evolved in such a way that the original identity is no longer valid, requiring an entirely new logo and statements of vision, values and mission. Either situation calls for re-branding, an effort during which brand re-evaluate—or re-discover—their brand identity and establish complementary visuals and messaging to match.

Scaling Back Your Brand

A lot of high profile brands have had success in re-branding their logos by scaling them back to be more minimalist, a move that has made a big impact for brands like Nike and Starbucks. Starbucks logo in 1971, when the company was first founded, included several visual elements that competed for attention. Their present logo is a more refined, minimalistic version of the two-tailed mermaid. 

Starbucks went from a complex logo design to the most minimal—but iconic—representation of their brand. Source

Because Starbucks refined their brand over the years, they were able to transition into something impactful without sabotaging their identity; after all, they were going for a visual redesign than a brand overall. Their logo was still “iconic” Starbucks because an element in the logo—the mermaid—had become easy recognizable as part of the brand identity. However, if your brand doesn’t have the kind of clout that Starbucks and Nike have, you can still take advantage of this minimalist “re-branded” design method.

Keep packaging simple and strip your logo and product descriptions down to the essentials. In re-branding, the thinking is that the more straightforward and concise you are, the more trustworthy your brand appears. Keep in mind that minimalistic visuals work in tandem with your brand: When done correctly, re-branding shows you are less concerned with flashy appearances and more concentrated on the value of your product or service. Remember, people gravitate toward brands that not only appear authentic and easy to grasp but actually are.

Establishing a New Identity

Acquisitions, mergers, new policies and new operations can evolve a company into something different from the original brand, requiring a complete change of identity. In these situations, re-branding is non-negotiable. These changes require a re-branding initiative to solidify the brand for the future. Imagine if Starbucks were to stop selling coffee and only sell tea. They wouldn’t be “Starbucks” anymore. Even though their mission doesn’t explicitly mention coffee (“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”), the company is known as a coffee giant. In this case, an entirely new identity is required: New name, new logo, new mission.

Sometimes it’s about putting a “new” face on an “old” identity. Take Old Spice, whose advertising campaigns are viral online. Before they were known as a brand for “older” generations—but in 2010, that all changed with the first of many ads that would help re-brand Old Spice as something for men in their late teens to early twenties.

These ads showed that Old Spice was sexy and funny; and with product names like Swagger, Krakengard, Wolfthorn, Bearglove, Champion Red, Aqua Reef and Denali, Old Spice has transitioned itself into a modern, manly brand that is appealing to the younger male generation.

Whether you need an entirely new identity or are looking to “freshen” up your current brand, Paragraphs can help. From crafting persuasive brand messaging to telling your brand story, we can provide you with a brand that can build your business.

Call us today at 312.828.0200 or email us as hello@paragraphs.com. Happy branding!

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