A successful rebrand is more than slapping on a new logo. Logo design is important, and logos are only as powerful as what they represent. A successful rebrand brings a new promise to life and a campaign that inspires employees to embody the solution your customers are seeking. It sheds new light on the purchase process, and is more than just focusing on the design. Rebranding is taking a broader look at the marketplace, identifying your niche, and instilling confidence amongst your target audience. It’s about refreshing your employees’ enthusiasm and competing on value and not price. And, it’s unmatched when it comes to ROI.
Here are examples of epic rebrand efforts that significantly changed the trajectory of these companies. The first two examples illustrate how two popular global brands stayed agile enough to stay relevant but thrive in a competitive and changing marketplace. The next three examples show how this approach is not limited to global powerhouses. Rebranding is a powerful tool that can be applied to entities of all sizes across industries. Check out these success stories and the key take-aways:
Example 1: Netflix
Netflix has nearly 170 million paying streaming subscribers worldwide. First introduced in the US in 1997, Netflix was a mail-order DVD rental service. At the time, the monthly subscription was a whopping $17.99 per month — a fortune compared to the variety of streaming services available today. As technology and consumer habits evolved, Netflix took a hard look at where the industry was headed and decided to evolve into streaming video. In 2007, Netflix launched its online streaming service for movies and TV shows and then rebranded to be relevant in the new digital world. As a result, terms like “Netflix and chill” are now part of our popular culture.
The take-away: During the rebranding process, focus more on the core of your value proposition and less on the specifics of how you deliver it. This will give you the freedom to evolve.
Example 2: McDonald’s
Even the most iconic brands are not immune to change. Contributing to its success since its original launch in 1940, McDonald’s secret sauce has been to evolve its brand with the times and adapt to market demand. The McDonald’s brand has proven agile enough to present a more health-conscious image. While adding salads to its low-cost menu, the restaurant’s image has evolved more than it’s iconic Big Mac. The most recently renovated McDonald’s are more similar to a high-end coffee shop than its fast-food brethren.
The take-away: Keep up with the times while retaining the most important elements of your brand equity.
Example 3: The City of Locust Grove
The City of Locust Grove, located 35 miles southeast of Atlanta, has experienced rapid growth and was presented with an opportunity to refine its brand identity to reach new and existing audiences and unify its community. For Locust Grove, the most important objective was to create an identity that everyone could agree on. The City wanted input from people who work, live, and play in the community, and wanted to give as many people as possible the opportunity to weigh in with their thoughts and opinions. To achieve this, id8 began the rebrand with strategic research including netnography, an online community survey, man-on-the-street interviews, and one-on-one interviews with stakeholders. The result: the new identity positions the City as one with as much opportunity as there is legacy, and communicates a clear and consistent image for each of its audiences.
The take-away: Identify your primary objectives and audiences early in the rebranding process.
Example 4: LifeTrac
LifeTrac needed its external image to better reflect its service offering. Specifically, they needed help changing the brand focus from an organ transplant network to an organization that provides organ-specific solutions. id8 developed a branding strategy that was descriptive, extendable, flexible, and simple, enabling LifeTrac to grow and offer expanded solutions in the future while retaining overall brand consistency. The brand architecture centered around their offerings as sub-brand “Tracs.” The color-coded identity system created consistency while maintaining the diversity between each solution. Since the rebrand, LifeTrac has experienced a 59% increase in revenue from new lines on business.
The take-away: Investing in a rebrand is a smart investment that provides an ROI.
Example 5: Takoma Academy Preparatory School (TA Prep)
Are you ever merged with a rival? It presents a unique set of challenges. When Takoma Academy Prep School (TA Prep) merged with a rival school, they knew they had a need for a new brand strategy, including new brand messaging and marketing materials. id8 researched schools in the Takoma Park, Maryland area, conducted observational research, and interviewed key stakeholders to understand wants, needs, and expectations for the new school. With this information, id8 developed a new identity with positioning, messaging, and a marketing strategy for the following year to build awareness. As a result, the school’s enrollment doubled and a waitlist formed for its Pre-K program.
The take-away: Schools and a variety of not for profit organizations can benefit from a rebranding initiative.
Ready to reap the rewards of a rebranding initiative? Talk to the brand experts at id8. They are equipped with a proven methodology that will yield great results.