For many companies – especially those that are well-established – rebranding seems like an impossible feat. After all, it’s projecting an entirely new image requires more than just putting a new sign on the door. An organization has to consider employee buy-in, improved processes, digital transformation, re-targeting their demographic or targeting a new demographic, and public relations.
However, when executed well, rebranding and relaunching can generate fresh revenue streams, and set the company on course for growth over the next decade or longer. Companies such as Uber, Zendesk, Dropbox, Toys ‘R’ Us, Mailchimp, Dunkin’ Donuts, and Slack have undergone rebranding over the last few years with exceptional results.
Brand Revitalization: Identity What Needs to Change
The most glaring issue facing your team is deciding what core components of your company you need to change. Regardless of the reasons for your rebranding, identifying the areas where transformation needs to occur needs to be specific, targeted, and supported by a concrete plan.
In 2017, Uber was in crisis mode. Surrounded by sexual harassment scandals, multiple lawsuits, a professed ‘boy club’ culture, and the exit of top-level executives, the company was in dire need of restructuring and a PR repair. Rather than fold, CEO Dara Khosrowshahi & team focused on the areas of Uber that needed to change. How?
- Hiring new, more capable executives
- Updated passenger safety regulations for all drivers
- New logo creation and brand that reflected the new direction and core values
- A global initiative that moved them beyond ‘startup’ status and onto an enterprise platform
One of the most powerful methods they used for rebranding was digital engagement and customer interviews. They also updated the app to improve user experience (UX). In short, most of their changes came by way of identifying the problems and making the changes via breakthrough technology and public relations.
Brand Reimagining: Tear It Down, Build It Better
For some organizations, rebranding may be cosmetic – a new logo, mission statement, or different colors. For other companies, however, rebranding requires a complete overhaul from the top down. For the organization to survive, it must take on a new identify, target a new audience, and even rethink its product or services.
Case in point: the surprise reboot of Toys ‘R’ Us back late 2019, which defied expectations that it would join other institutions in the retail graveyard. When the toy retailer closed over 800 stores and let go of 33,000 employees, most analysts assumed that it had reached the end. However, a few Toys ‘R’ Us employees saw this as a chance to rebrand and relaunch the company. Thus, two new stores were opened – one in Houston, TX, the other in Paramus, NJ. What did brand reimagining look like for Toys ‘R’ Us?
- A complete re-design of the store both inside and outside
- A fundamentally different operating model
- More experiential and interactive merchandise
- Adoption of the retail-as-a-service concept
Besides, Toys ‘R’ Us has plans to offer a fully-functional E-commerce platform with the brick-and-mortar stores acting as more of a showroom or mini-warehouse. This omnichannel approach strengthens the brand, allowing breakthrough technology to reach more people on various fronts.
Relaunching your brand is every bit as critical as launching your startup the first time around. You need to give both your loyal customers and potential customers a reason to pay attention to your launch. So, it is so you must develop a clear message, a relevant brand, and a clear strategy for penetrating the market.
Before launching your brand, establish your goals with the endgame in mind. What are your intended objectives? Benchmarks? Outcomes? Who are you trying to reach? Also, don’t rebrand in a vacuum. You may want to start by partnering with an outsourced branding company that can help you develop your strategies and processes.
Make sure you are utilizing breakthrough technology that optimizes your branding and marketing efforts, such as:
- Email campaigns
- Marketing automation
- Web design and optimization
- Social media engagement
- TV, radio, and PR promotion
- Speaking engagements and event planning
Make the digital transformation where necessary so that you can operate efficiently and get the most mileage from your ideas. Also, take advantage of all the services that your branding agency has to offer. This lightens your load and allows you to focus on other areas of your business.
Let Thinkzilla Help You with Your Rebranding Efforts
Thinkzilla specializes in branding, digital transformation, marketing automation, experiential events, and partnership creation. Thinkzilla builds meaningful connections between brands and consumers. For more information on Thinkzilla or to schedule a consultation, please call us at 888-509-1145 or fill out our quick contact form.