The Dos, Don’ts, and Duhs of Rebranding

The Dos, Don’ts, and Duhs of Rebranding

by | May 22, 2017 | branding, rebranding

The Dos, Don’ts, and Duhs of Rebranding

Do you know that in 2008, all four of the first family wore J. Crew during the inauguration festivities? This occurred at the tail end of a five-year company rebranding, during which revenues rose 107% and J. Crew became known as the store you turn to for the basics (think tank tops and capris) with a hint of luxury. The cornerstone of the campaign’s success was actually paring down to focus more on what they did best: the basics. Once they did that, J.Crew went on to show that their product was for everyone- from stay-at-home-moms to the First Family.

In 1982, Harley-Davidson had no money and was, in fact, $90 million in debt. Despite having a good brand and loyal customers, the company was unable to generate a profit because, at that point in time, their product quality had gone downhill, taking a backseat to other aspects of the company. The overhaul that saved them from bankruptcy had nothing to do with color scheme or logo choice, and everything to do with providing a better product. Once the top priority became producing a better quality product, the company was eventually able to climb out of the hole and into the history books.

In the ‘90s, UPS was desperately seeking a foothold in their close competition with FedEx. Their win came in the form of a new tagline, “What can brown do for you?” accompanied by characters from ‘Mailroom Guy’ to ‘CEO’. The new approach aimed to show that no matter who you are in a company, UPS can meet your specific set of needs. After experiencing success with the effort, UPS has recently changed their slogan once more, highlighting their role on a global scale by saying “We [Heart] Logistics.” UPS knows- and shows- us that adapting to meet the needs of your customers is the way to their collective hearts.

Rebranding means something slightly different to everyone, as demonstrated by these three examples. And while consistency is one of the most important factors in successful marketing, change is sometimes the only option. So how do you know it’s time?

The companies previously discussed didn’t just start out knowing what their biggest issues were and what they needed to change. According to Entrepreneur magazine, these are 5 signs it’s time to rebrand:

  1. Your old image is obsolete
  2. You’re targeting a new demographic
  3. A new competitor is threatening you
  4. Your mission or values have changed
  5. Your original brand was botched

If one or more of these rings true for your business, it may be time to consider changing things up. But remember, knowing the problem isn’t the same thing as finding a solution. Companies can experience the same problems and in the end have vastly different solutions. This is where branding agencies such as Right Think can come in handy – they have experts familiar with the ins and outs (not to mention the dos and don’ts) that come with the process. They can help you take an in-depth look at the moving parts of your company and identify what isn’t working, what needs improvement, and what needs thrown out entirely.

No matter the solution you come up with, you can rest assured that companies before yours have had the same issues and needed the same solution before you. Why is that important to you? So you can be sure not to make the same mistakes. Here are a few things to keep in mind throughout the process:

Do your research before changing your name, including a visit to urbandictionary.com. This lesson comes to us from the SciFi Channel, who made a change in their name because they would be able to trademark the different spelling. Unfortunately, the spelling they landed on- Syfy- also happens to be a slang term for syphilis. The result? Alienation of many longtime fans, ridicule, and inclusion on lists of Don’ts for many years to come.

Sometimes, new is NOT better. Whether consumers are super attached to the original logo (think Tropicana in 2009), an attempt at modernity goes too far (like the 2012 Olympics), or you’re simply trying too hard to be cool (Radioshack), replacing a logo is touchy and should be done with caution. So, if it’s not broken, don’t fix it!

Any change should have the potential to be lasting change. It doesn’t matter if you’re a Pepsi or Coke fan, this is the truth: while Coke’s iconic logo has barely changed over decades, Pepsi has redone their branding many times. At great financial cost to the company, Pepsi has perhaps achieved some of their goals. However, they are also now the butt of many jokes due to their ever-changing logo and look. Worth it? Unlikely.

If you’re going to do it do it right. AOL and Xfinity are two companies whose recent changes are publicly acknowledged as skin deep. Both companies have rolled out something new- Comcast introduced Xfinity, and AOL produced a new logo- but neither followed up with additional changes. Consumers have been left scratching their heads, waiting to see how the companies’ new faces improve their business. A new name and a new logo are simply not a solution to deeper problems. If you’re not ready and willing to create lasting change within your company, then save your money and skip it!

Rebranding has helped many companies take a turn when their future was unclear at best. In today’s age, a company’s brand is their bond. Consumers have all the facts and figures at their fingertips, and now is the time when their loyalty is hard earned and long kept. Make sure your brand has what to takes!

Is rebranding the right choice for your company? Click here to find out!

What are your most important tips for rebranding? Tell us in the comments below!
What is your Brand’s Personality?

What is your Brand’s Personality?

by | Mar 24, 2017 | brand marketing, brand personality, branding

What is your Brand’s Personality?

As human beings, our personality is what sets us apart. The same is true for a brand. Applying human characteristics to your brand helps maintain a consistency throughout your marketing. Personality traits not only guide how a brand talks to consumers, but also create an emotional way for consumers to identify with a brand. Let’s take a look at a few different brand personalities:

Nike— Nike has always been affiliated with athletes. They align themselves with professional athletes and applaud passion and greatness in sports. Their tagline, Just Do It, is motivational. Nike talks to its consumers in a way meant to inspire action, discourage quitting, build confidence and aim for greatness.

Old Spice— This male-centric brand embraces silliness, making fun of stereotypical “manliness” qualities, and exaggerating the effects deodorant can have. The emotion they use over and over again is humor- their commercials and marketing campaigns are always funny!

Dove— Dove is primarily a female-focused brand, despite being a universal product. Their most famous branding came in the form of their “Real Beauty” campaigns. For 10 years now, these campaigns have challenged the socially accepted standards of beauty with campaigns filled with a diverse array of women, including varying degrees of skin color, body type, age, etc. They ask consumers to rethink the definition of a beautiful woman.

All three of these brands have achieved great success through their marketing, largely in part to such clear brand identities. Each offers a clear personality, targets a specific demographic, and maintains a consistent voice throughout different marketing campaigns.

How can you identify your brand’s personality? Start asking yourself the right questions.

  • Who are you?
  • Who are you talking to?
  • What are you selling?
  • What are the characteristics and tone of your brand?
  • How will you communicate with your customer base?
  • What do you want to say?
  • How do you want them to feel?

One final tip: quite often, a brand’s personality mirrors the personality of its target demographic. Keep that in mind when defining the personality of your brand.

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Using Color to Get Your Business Noticed

Using Color to Get Your Business Noticed

by | Mar 16, 2017 | brand creation, brand marketing, brand personality, branding

Using Color to Get Your Business Noticed

 

Isn’t color amazing? I am soaking in all the color that is going on in my yard right now as the new spring green grass pokes its way through the soil and the tulips bloom in vivid purple and orange. Our color-starved eyes have finally made it through another winter. Yay! One of the most fun parts of the branding process is when we get to show our clients color palettes for their brand. Color is really what brings a brand to life. Most of the time people gravitate towards their favorite colors. Which makes sense that they would do that, however, did you know that you can actually use color as a brand strategy? And a powerful one at that. Check this out. In a study called Impact of Color in Marketing, researchers found that “people make up their minds within 90 seconds of their initial interactions with either people or products. About 62-90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiate products from competitors but also to influencing moods and feelings.”

Can you believe that? Color can supercharge your brand and your marketing strategies because color evokes emotion in people. You can use color to stir up an appetite or change someone’s mood, help them trust you or get them excited. Of course, we can’t always predict how a person will react to a given color because their emotion around it depends on their personal experiences, however, survey results tell us that the majority of people group color into the following emotional responses.

BLACK Serious, distinctive, formal, elegant, bold, powerful, sophisticated, expensive, protection, dramatic, classy, mysterious, intense, excited, fierce, evil, night, death

WHITE Purity, truthfulness, faith, pristine, contemporary, refined, airy, hope, simplicity, cleanliness, goodness, safety, fresh, easy

BROWN Approachable, earthy, outdoorsy, longevity, conservative, dogmatic, wholesome, delicious, rich, rustic, warm, natural, authentic

ORANGE Fun, cheerful, exuberant, spontaneous, optimistic, speed, searching, excited, courageous, friendly, success, confidence, sunshine, joy

YELLOW Bright, energetic, sunny, creativity, intellect, joy, happy, youthful, friendly, positive, surprise, energetic, cautious

GREEN Life, growth, money, freshness, fertility, healing, healthy, fertile, environmental, reliable, appetite, harmony, neutral, calm, involved, sensitive, tender

BLUE Authority, nautical, dignified, security, confidence, classic, stability, trust, happy, relaxed, cool, approachable, lively, joyful, peaceful, tranquil, royal, masculine, sincere, wisdom, intelligence, faith, heavenly

PURPLE Sophisticated, mysterious, spiritual, dramatic, wealth, royal, youth, creative, mischievous, mystical, deep thinking, nobility, luxury, ambition

RED Love, energy, power, strength, passion, heat, warning, war, danger, determination, desire, assertive, sexy, vitality, fear, speed

So, let’s say, for example, that you have a skincare product that reduces the appearance of aging and you want your customers to feel youthful, happy, healthy and energetic. You might decorate your home in earthy tones, but those colors may not be the best strategy for this brand. This brand needs to consider palettes with bright yellows and maybe some greens because those are the colors that will produce the youthful, happy, energetic, and healthy feelings in the customer.

Here is a chart from Help Scout showing how big brands are using color:

 

When considering color palettes, it’s important to think about what’s appropriate for the product, what colors the competition is using and the feelings that you want to evoke in the customer. Download our complete color chart here and check it against your brand. Are you using the most strategic colors?

 

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Don’t Be Afraid of the Wall

Don’t Be Afraid of the Wall

by | Feb 14, 2017 | brand creation, branding

Don’t Be Afraid of the Wall

People often talk about creativity as fun, invigorating, winsome and exciting. But, there’s a dark side to creativity that often goes unmentioned, and it usually stops people and projects in their tracks. Brian and I affectionately call it “The Wall.” You know that feeling when you’re happily frolicking through the meadows and fields of creation, the possibilities seem endless and the world feels small, and then suddenly the sky grows dark and you slam face-first into a gigantic brick mass that extends eternally in every direction? Yeah, that feeling. Yucky.

Since we are in the creativity business, we are used to our old friend, the wall. In fact, we can pretty much count on him showing up in every project we do. We also see him show up in our friends’ lives, in the organizations we work in and in our clients’ businesses. Just this week, I was on a strategy call with our clients, a husband and wife, who are running their business together. We had sent their logo concepts to them and the wife found one she loved, but the husband suddenly thought that the creative direction of the logos was too narrow and would pigeon-hole their business. You could feel the tension over the phone as they realized they saw their business differently and struggled to find an answer that worked for both of them. The feelings that come along with the wall are frustration, anger, and impatience. I told them not to worry, that everything would work out. And it did. She texted me a few hours later with the perfect solution. So what is this wall and how did I know it would work out?

Because I know the creative process.

The process of creation is hard work. It takes all of our faculties. If it weren’t so hard, it wouldn’t be so vastly satisfying. All of us yearn to leave our mark on the world—to create something that is uniquely ours. To many of us, the creative work we do inside our businesses is part of that mission. And, you’ll probably realize, if you haven’t already, that the more you create, the more that pesky wall will show up and make your life stressful and difficult. The sad part is when people reach the wall and give up. They take it as some kind of sign that they aren’t supposed to do it. We are fooling ourselves if we think that the “right” way forward will be obstacle-free and effortless. This is not the case. Creators are workers. They are over-comers. They are brave. Creators realize that the way forward must be made.

I think it helps to see the wall for what it really is. The wall is not evil. It’s not something to fight against. The wall is simply a sign that you are creating something new. It’s something that has never existed before, and it takes time for your brain to put all the pieces together, establish a new vision and forge a way ahead. The wall is our time to be still and allow ideas to come through us into the world. It is an exercise in patience and faith. So, don’t be afraid of the wall. Treat the wall as a companion along your creative journeys, because without it, we would never know the exhilaration that comes with finding the answer that we’ve been waiting for and bringing into being something that no one else could have created.

Does your Logo Pass the Test?

Does your Logo Pass the Test?

by | Nov 14, 2016 | brand creation, brand personality, branding

Does your Logo Pass the Test?

An effective brand identity is crucial to your success as a business. Your logo is the entry point to your brand and must communicate your brand message clearly and attract the right customers. How do you know if your logo is up to snuff? The best way is to consult a branding expert that can review your brand brief and your marketing materials to make sure your visual brand is consistent with your original intentions. But, here are six hallmarks of great logo design that you can look for in your brand.

#1—Memorable

It really doesn’t matter how many people see your logo if they don’t remember it. Part of what makes branding so valuable is that when a brand is easy to remember and is immediately recognizable, it builds brand awareness in the minds of your customers. As they get to know and interact with your brand, your logo is attached to the expectations they come to adopt towards your brand. If your brand does a good job of fulfilling its promises consistently, your customers will become loyal and insist on your brand every time.

#2—Authentic

Your logo needs to portray who your company really is at it’s heart as well as hint at your brand promise. Before designing your logo, make sure you go through a brand strategy development process so that you know what your brand purpose, position, promise and personality are. Your visual brand can then be designed to reflect your strategy.

#3—Differentiated

There is a lot of white noise advertising out there, but only a fraction of businesses invest in their branding. By going through the effort of creating a great brand identity, you are literally putting yourself ahead of the crowd. A good brand identity will visually demonstrate to your customers what makes your company different from your competition, and you will attract the customers that align with your values.

#4—Sustainable

It’s important to avoid trends in designing your brand identity so that your brand will continue to look relevant and up to date and stand the test of time. Consistency is vital in the longevity of a brand, and although some brands need a little refresh from time to time, it can damage brand equity to make major changes.

#5—Flexible

When designing your brand identity, make sure you put yourself into the future of your business. Do you see yourself expanding or adding new products and services? Is your logo flexible enough to accommodate growth, or does it pigeonhole you?

#6—Meaningful

Your logo can go a long way in communicating your company’s message when it visually conveys meaning above just the words. Images, symbols, shape, color, fonts and design all play a role in infusing meaning into the graphics.