Rebranding Pros & Cons
To rebrand or not to rebrand, not exactly the age-old question but you get it. Companies have been struggling with the decision to rebrand their business since Coca-Cola had a polar bear in its logo. Usually, rebranding comes off to consumers as a last ditched effort to save a business, but now companies are using rebranding as a way of revitalizing their brand. With the ever-changing landscape of social media, sometimes rebranding is the only way to keep up with audiences and trends. While rebranding can seem like a good idea, it’s important to be cautious – like anything in business there is some risk involved. Before jumping the gun and scrapping all your existing company promotion at once, consider whether these pros and cons are in your company’s best interests.
Attracting New Customers
When a company takes on a new look and a new identity, it brings about a new audience. If you think of brands like Old Spice that did a full rebranding in 2010, you will notice that the traditional audience was not the target for the rebranding. To compete with then “It” brand Axe, Old Spice had to move their focus to a younger clientele. When a company rebrands, one of the most attractive pros is the idea of gaining the attention of a new audience, but it’s also important to note that, in doing so you may lose your old yet faithful demographic.
Another pro for rebranding is the spike in engagement. In 2010 when Wendy’s decided to rebrand, the change was quite subtle. The new logo wasn’t what got customers talking, it was the complete change in attitude from the brand and their persona on social media. If you haven’t seen Wendy’s tweets then we can only assume you’ve been living under a rock for the past couple of years. Customer engagement skyrocketed when Wendy’s decided to ditch the goodie-two-shoes attitude in favor of the quick wit mean girl that we all love. Rebranding has the potential to increase your user engagement 10 fold when done right.
Customers Question Brand’s Identity
Although the thought of rebranding is exciting, there is a major con that still poses a threat to your business. Often times rebranding confuses customers and sends the wrong message. Take IHOP for example, they’re sudden rebranding to IHOB upset their customers and the general public. When the noteworthy pancake restaurant decides to jump ship and sell burgers instead, the change pretty much sparked a national outcry. Customers want to know that your brand is reliable and consistent. Rebranding can make your customers feel like the rug got pulled out from under them. Before rebranding be sure to do some consumer research, your audience will let you know if rebranding is your best route.
When done right, rebranding a company is absolutely worth it. However, it’s important to be clear about what you hope to accomplish, be sure to really weigh the pros and cons; after-all, rebranding isn’t for every company.