Rebranding – make it deliberate
In 1964 Blue Ribbon Sports were making running shoes and selling 1300 pairs a year. Under their Blue Ribbon sports brand, the owners were struggling to communicate their message effectively. They wanted a name that implied ‘winning’, so applied a new brand name in 1971 that took its name from the Greek god of Victory – NIKE, pronounced NI – KEY. You may have heard of them?
Nike’s brand logo ’swoosh’ mostly recognised as a ‘tick’ and their tagline of ‘Just Do It’ is now possibly the most recognised brand in the world.
In 1985, they went on to design signature shoes for an NBA rookie named Michael Jordan and his increasing popularity took Nike’s sales to break new records. Nike moved in to designing apparel and other cross-training accessories. They signed various international teams like the Brazilian football team, U.S. men’s and women’s soccer team and in 1996 they signed up a rookie golfer Tiger Woods for a sum of $5 million per year. The rest as they say, is history.
So, how do you ensure your rebrand is success? You do your homework:
GET CRYSTAL CLEAR
The worst thing you can ever do is entirely flip your business on its head and re-package everything with a completely new look for no apparent reason. Before anything, be crystal clear on why you’re doing it. Getting absolute clarity on the reasons behind your rebrand may take time to research, but this will save you heartache and cold hard cash throughout the process. Your reasoning for the rebrand will set the intentions for the whole process and give you solid goals to work towards.
KEEP A CONSTANT
It’s important to take note of aspects of your brand that all your customers embellish. Appreciate what’s currently working for you and the essence of your brand – the things that make you… you. It’s those elements of your brand that you want to hold on to.
DEDICATE IT TO SOMEONE
Decide who this rebrand is for. Is it for your current market – to feel refreshed, rejuvenated and view you with fresh new eyes?
Is it for a new market opportunity – to attract a different kind of customer, someone new? Or is it for your staff – to realign, refocus and become invigorated with the new look to help drive business.
Any of the above reasons are totally okay to warrant a rebrand. Whoever it’s for, just make sure that they are front-of-mind with every rebranding decision you make.
If you commit to a rebrand, commit to it wholeheartedly. Stick to your guns and don’t be afraid to push the boundaries and break through what you ever deemed possible.
As designers we help you extend your message, drive enthusiasm and keep you up with the times.