After many months of debate; Punk Pig has decided to rebrand. We are proud to announce our new name as GINGER NUT DESIGN!
Businesses often rebrand when they choose to change a significant element of their brand. These types of changes can be extremely obvious, such as a new brand name (like what we’re doing) or a new logo, or it may even be more subtle, such as a slight shift in messaging in order to promote more relevance to those businesses products and services.
However; branding goes way beyond the idea of ‘change’. When you think about your brand and what you can do to improve its overall performance; it is crucial that you think about the entire customer experience that your brand provides.
You need to analyse the impact that your logo, your website, your social media activity and your customer service creates.
Why have we, like many other companies in the past decided to rebrand?
– To renew our corporate image!
– To tell the right story about ourselves. We are a design company and we want to make to make that obvious as a more relevant brand promise!
However, those are only some examples of what may drive a business to wish to rebrand. Some more can be:
To kill a negative image: Some brands may wish to rebrand in order to reinvent their corporate image from something that may be seen as negative to something positive.
A great example of this can be Burberry. If you haven’t heard of it; you’d recognise their famous tanned tartan pattern that they often feature in most of their clothing lines.
Burberry was once associated with gang culture back in the early 2000’s, due to the fact that many hooligans began sporting the brand as their signature look. The brand became so deeply associated with gangs that the brand was even famously banned by a pub in Leicester.
Then one day; Burberry began producing more items of clothing that appealed to women, such as well-fitted trench coats, swimwear, and handbags. They even managed to get Emma Watson and Kate Moss involved in their new campaign promoting these products; which provided caused them to go from once being associated with “gang wear” to “high street fashion”!
To attract a better target audience and keep up with recent consumer trends: Businesses may choose to rebrand in order to ensure that they are catering to their customer’s latest needs and desires.
This is because it is crucial that every business stays on top of their consumer research, because every year is different and will create different impacts on consumer’s buying behaviour and interests, depending on several different factors, such as new technologies, new industries and changes within the economy.
A good example of a business that has rebranded for their consumer interest would be the men’s aftershave brand ‘Old Spice’. Although the brand has been active for 70 years; consumers began to stop seeing the appeal about the aftershave and as a result; ‘Old Spice’ experienced a massive drop in sales.
The marketers for ‘Old Spice’ then conducted some consumer research and found that nowadays it is in fact women that are more likely purchase men’s aftershave than men themselves. So; Old Spice then launched a television advertising campaign that appealed more to women and increased in sales as a result.
To save the financial fate of a company: In 1985; the Motorcycle brand ‘Harley Davidson’ almost went bankrupt. This was because in 1982 the company had no money of its own due to being 90 million dollars in debt, due to the fact that their products simply weren’t as reliable as most other motorcycle brands.
Harley Davidson then began investing their time into re-creating their products to become more reliable and as a result; they experienced a huge turnaround where their sales escalated back up and they are still a big success to this day.
So what can we learn from rebranding and why is it important?
– Branding promotes recognition.
– Your brand helps set you apart from the competition.
– Your brand tells people about your business DNA.
– Your brand provides motivation and direction for your staff.
– A strong brand generates referrals.
– A strong brand helps customers know what to expect.
– Your brand represents you and your promise to your customer.
– Your brand helps you create clarity and stay focused.
– Your brand helps you connect with your customers directly.
– A strong brand provides your business value.