When we refer to rebranding we mean the process of revising and updating the way the public perceives a company and its products, highlighting what can set them apart from other companies. It is all about developing a new identity that differentiates from rival brands and connects with its target audience more than the previous one.
This can include the process of completely changing the name, incorporating a new logo, re-designing the packaging, changing the tone of voice in ads and social media, etc…
The point is to evolve with current trends and become more relevant to the target market.
Be Different – But Remain True
The first step for any brand manager is to determine how to make the brand more meaningful and relatable to consumers. They must identify the key points that will make people notice and care about their brand; they must think of a powerful way to execute these differentiators.
To change their perceived identity, brands often share entertaining and meaningful stories associated with the product and that include a new key differentiator.
But, the question is: do companies only communicate a new brand image because their ‘new look’ is convenient? Or are they showing who they really are or are about to become?
A brand differentiator must become meaningful and important to the target audience and it must be integrable to the company. Above all, it should be true. If the brand is the connector between a physical company and its audience, It will connect quicker and more powerfully if the company behaves consistently and true to what it communicates. The emotions, stories and experiences that are attached to the new brand image will only be a spontaneous and natural consequence of its real identity.
Google did it first
Let’s look at Google as an example and how the brand grew in the minds of the users. First of all, Google made their ethos clear to employees, developing their brand from within. They explained their aspirations, purpose and promises. They emphasised their philosophy and what they believed in and importantly, what standards employees must uphold. This ensured coherency with what Google was trying to achieve. Google wanted to create a platform to ‘organize the world’s information and make it universally accessible and useful to everyone.’ In order to do this, Google had to develop a respectable, fair and trustworthy brand.
Since it was created, Google has been in the top 3 best places to work in the world. It remains unique among big corporations for taking a caring approach to their employees. They are entitled to many perks, such as enjoying free food, game rooms and colourful and modern offices surroundings. These gestures show that the company values and respects their workers, expanding their ethos to create a branded environment. This Google motto ‘don’t be evil’ became famous. They acted true to their values to gain their customer’s loyalty.
To rebrand, companies should begin within, starting from their own workplace, point of sales and employee behaviour. When employees (and managers first) embrace the brand and company culture, the atmosphere in the workplace changes. It becomes full of life, energetic and an inspiring environment. Simply, employee’s work harder and companies can attract the best talent and those who want to feel part of something.
The brand will have the best ambassadors they could possibly have and the new brand identity will more powerfully reach the target audience.