What Are Effective Rebranding Strategies for Established Products?
Advertising Interviews
What Are Effective Rebranding Strategies for Established Products?
When it comes to rebranding a well-established product, insights from those who've done it can be invaluable. We've gathered four key insights from founders and business owners, highlighting both the importance of team insights and respecting brand equity. From uncovering brand meaning with team insights to respecting brand equity while modernizing, discover the strategic wisdom shared by these experienced professionals.
- Uncover Brand Meaning with Team Insights
- Systematic Approach and Messaging Clarity
- Understand the 'Why' Behind Rebranding
- Respect Brand Equity While Modernizing
Uncover Brand Meaning with Team Insights
I was contacted to help rebrand the website of a leading French NGO supporting youth. The first challenge was to find my place within their story. The founder had designed everything and was deeply involved in the brand's evolution. He was open to change to some extent but was hopeful to witness a fresh identity.
My first step was to investigate who this company was for the people who made it alive (the team, teachers, students, audiences, and speakers). I created a quiz that brought unique insights into what this brand means to each of them, and for the founder and team, it was an "aha" moment.
From there, I dedicated myself to understanding the needs for a rebrand and how the old identity was conceived. The founder and I built a bond as I created a new system, reassuring him of my role: I was not there to destroy what he had created with all his heart and soul but to reveal how great his vision is for the youth. I was there to remind him and his team that their brand has profound meaning and legacy. I took their DNA and expanded it to fit the new era we live in.
Sometimes what people need is not a rebrand but rather a refresh. Their branding may not align with new standards, but their core assets and visual systems can be reused and recomposed. I did transform their brand and challenge the way it was perceived, but they discovered a brand that breathes their values and flair. They discovered an empowered new brand voice.
Systematic Approach and Messaging Clarity
When conducting a rebrand, I follow a systematic approach including the following steps: define the goals, conduct market/industry research, define the brand strategy, audit all brand and marketing assets, update all brand and marketing assets, and implement the brand strategy and start promotion.
Most marketing teams I've spoken with want to skip to the end of the process and start promoting the new brand right away; however, this is a mistake. Starting with the goals, research, and strategy is important to invest the time in defining the roadmap for the new brand and how it will be different in the future. Who is the audience? What is the brand positioning? How is this product different/special? The rebrand process will answer all these questions, and more, to effectively launch a rebranded product in the market.
One key factor that is crucial for successful rebranding is to determine the right messaging. I frequently work with brands that are sharing the wrong messaging, and they're frustrated from the lack of sales or engagement on their website or social media. Having the right message for a product will make it easy for ideal customers to connect, learn, and be inspired to make a purchase. A rebrand is successfully launched after the new, updated messaging is developed and consistently shared and promoted for a product - across all marketing channels (both online and offline).
Understand the 'Why' Behind Rebranding
I start off by asking, "Why?" One of the most important parts of branding and a pivot is understanding the ins and outs of the process and why it's happening. Is it a change of market? A change in client? What about leadership or mission? These all inform the brand to come, and without understanding why, you can't address the "What's next?"
Respect Brand Equity While Modernizing
When tasked with rebranding a well-established product, the primary focus was always on respecting the existing brand equity while modernizing its appeal. One key insight I gained is that even with a long-standing product, there's room for evolution without alienating the loyal customer base.
For example, during a project involving a classic household cleaner, we maintained the product's core identity and values, ensuring the familiar scent and effectiveness remained consistent. However, we updated the packaging to a sleeker, more contemporary design and enhanced the product's formula with eco-friendly ingredients, appealing to a broader audience while retaining the trust of existing customers.
The success of this approach highlighted the importance of understanding the product's history and core strengths, while adapting to changing consumer preferences and market trends. Ultimately, a thoughtful and strategic rebranding can breathe new life into a well-established product, ensuring its continued relevance and success.
