There are a number of reasons why a company may decide to rebrand. Perhaps their current marketing isn´t landing well, or they´ve altered some of their products.
Regardless of the reason, what it all boils down to is if the brand is reaching its desired target audience. If the brand is not reaching its target audience, it could be time for a rebrand.
Rebranding might seem intimidating at first, which is why Matthew Woodword, the director of Search Logistics, is sharing some of his top tips regarding the most successful rebrands ever, and why they actually worked.
Dunkin Donuts to Dunkin’
Many overlook the transformative power of rebranding in revitalizing a company’s image, attracting new audiences, and staying relevant in dynamic markets.
The best rebrands are the ones that feel like they were already like that in the first place.
For instance, take a look at the Dunkin Donuts rebrand. Their slogan was already “America runs on Dunkin’.”
Making their transition from Dunkin Donuts to Dunkin’ a step in the right direction. Plus, by eliminating “donuts” from their brand title, they opened up their product base to include more than just donuts.
McDonalds Adding McCafe
McDonalds is one of the biggest brands out there. Everyone knows what those golden arches mean, and there are locations around the globe.
What used to be a red and yellow haven with playgrounds and kid birthday parties became sleeker and more mature–as if McDonalds was growing up with the kids it used to feed happy meals to.
Now McDonalds has rebranded to include a more “grown-up” coffee and bakery menu named McCafe. The restaurants themselves got better, faster wifi, modernized the design, and even changed their menu to fit whatever global location they were in.
For example, did you know you can get macarons in the Paris McDonalds? All this, while still keeping the core value-price menu items that everyone has grown to love, like cheeseburgers, fries, and happy meals.
WalMart to Walmart
The best rebrands are the ones that people do not even notice, because the brand still stays true to its intrinsic core. That is exactly what happened here.
Walmart has always been a place to save money because they offer some of the cheapest goods in the USA. That’s why when they rebranded their tagline from “always low prices” to “save money, live better,” it just made sense. Not only was their rebrand received with open arms, people were rushing through the door to see how Walmart could truly help them live better lives by saving money.
Key Takeaways
So what are some key takeaways from these giant corporations and their wildly successful rebrands? First off, more often than not, simplicity is key.
Matthew says ‘Changing the entire identity of the company is not only unnecessary, it often loses the audience you had in the first place and is a great way to sink your brand.’
Think back to Dunkin Donuts, and how a simple name change clarified their message and moved them closer to their target audience.
Next, audiences grow up. Your target audience is constantly evolving, and as a brand, you need to figure out how to evolve with them. Just like McDonalds did with their rebrand, don’t be afraid to modernize and grow up with your audience by catering to their newfound needs while keeping your unique brand intact.
Lastly, as shown through the Walmart rebrand, brand identity goes far beyond just the logo. You have to think of colors, symbols, and especially the tagline to really reach your audience and land your mark.
Matthew emphasizes, ‘All of these rebrands worked because they succeeded in achieving better clarity of purpose, authenticity, and differentiation. They made sure their rebrand still connected to the original core concept of the brand, and therefore kept consistency across touchpoints, while still aligning with the ever-changing and evolving consumer preferences.’
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