What Are Examples of Challenges Faced During Rebranding Initiatives?

What Are Examples of Challenges Faced During Rebranding Initiatives?

Rebranding can be a monumental task, and we've gathered insights from Creative Directors and CEOs who've navigated this complex process. From garnering client buy-in to ensuring resonance across audiences, discover how the experts approach and overcome the hurdles of rebranding.

• Garnering Client Buy-In for Brand Examination
• Balancing Nostalgia with Fresh Branding
• Overcoming Pandemic Obstacles to Launch
• Investing Time in Foundational Work
• Navigating Pandemic Anxiety
• Ensuring Resonance Across Audiences

Garnering Client Buy-In for Brand Examination

Rebranding requires the organization to be extremely clear as to who they are, what they want to achieve, and how they want to be perceived.

In order to get clear, we begin by talking with the client/decision-makers and examining the current brand. We then move on to a questionnaire with some very pointed questions that require the client to really THINK about the brand. This is time-consuming but necessary to the success of the project. This is where the challenge (for my company) lies because most people don't want to put in the time or effort to examine what their brand is all about and to give us enough information to create a truly stand-out brand.

Balancing Nostalgia with Fresh Branding

When tasked with rebranding a local restaurant, our aim at Double Plus Marketing Agency was to weave the town's character and the establishment's historical significance into the new brand identity. We initiated the process by gathering stories and memorabilia that highlighted the restaurant's role in the community and its journey over the years. This research was crucial in crafting a brand narrative that resonated with both long-time patrons and potential new customers.

A challenge we encountered was preserving the nostalgia and emotional connection that locals had with the restaurant while also signaling that the rebrand would bring fresh and exciting changes. To tackle this, we involved the community in the rebranding process, seeking their input and incorporating their memories into the restaurant's new image. This approach helped reassure regulars that the restaurant's soul wouldn't be lost, and it also created a buzz that piqued the interest of those who hadn't yet experienced the local favorite. The rebrand was not just about a new look, but about celebrating the restaurant's legacy and its future potential within the fabric of the town.

Overcoming Pandemic Obstacles to Launch

In October 2020, "Work Pajamas" hit production, and Scott Social was tasked with announcing the rebrand and collection launch of Elizabeth & Clarke.

We designed a product launch strategy, beginning with an "at home" photo and video shoot to capture the essence of the new collection, then used those creative pieces to build excitement for the launch. We rebranded all social media accounts and implemented detailed community outreach, growth strategies, and influencer marketing campaigns.

One struggle we faced during this time was truly just the obstacle of the pandemic! We had to operate in a time when protocols were stringent, so continuing to capture content in a way that was effective and safe for all involved was our top priority.

Investing Time in Foundational Work

I always start a brand project with a brand framework, a strategic tool that helps build, communicate, and manage a brand effectively. It ensures that the brand's identity is well-defined, consistent, and aligned with its mission and values, ultimately contributing to long-term success. I use a pyramid design to stress how important it is that a brand is built on a solid foundation of mission, vision, purpose, and values. Every other layer of the brand pyramid levels up from that strong base. Without that base, the pyramid collapses.

A brand framework provides a structured guide for decision-making at all levels of the organization. It helps align strategies, initiatives, and communications with the brand's core mission and values. Clearly defined elements in the framework, such as brand positioning and value proposition, help the brand stand out in a competitive market. It highlights what makes the brand unique and why stakeholders should choose it over similar organizations. A strong brand consistently delivering on its promises and values helps build trust and credibility among stakeholders.

This framework takes time to research and build. This can be challenging for busy executives and directors who want a new brand yesterday. The key is to explain how important this foundational work is.

Navigating Pandemic Anxiety

A lot of companies rebranded during COVID-19, and Bemana was no exception. While we'd always sourced remote workers, suddenly the demand for a global workforce skyrocketed. That meant a renewed focus and branding to match.

And the last thing we wanted to do was tie any of it back to the pandemic. Reminding people of the virus was a surefire way to lose our audience.

To dispel that connection, we eschewed the term "remote" whenever possible, and instead utilized alternative phrasing, marketing ourselves as a recruiting firm dedicated to international hiring opportunities for companies looking to build a dispersed workforce.

Ensuring Resonance Across Audiences

When we decided to rebrand Startup House, we focused on highlighting our core values of innovation, collaboration, and excellence. One challenge we faced was ensuring that our new brand identity resonated with both our existing clients and potential customers. We overcame this by involving our team in the rebranding process, gathering feedback, and making adjustments based on their input. Ultimately, the rebranding initiative was a success, and we emerged with a fresh, modern identity that truly represents who we are as a company.