It is said that 'change is only constant', but it comes with an invisible condition to 'adapt mindfully'.
We often see that a brand revamps its appearance, sound or tone and it puts the entity in a different light.
Brands that last don't simply conform to popular design trends. They give themselves a chance to deepen their understanding of their target audience.When a new logo design, a modernized take on brand visuals, or a mindful update on the core values feels more personal than before to their end user, that’s when the brand is on the path to successfully rebranding.
But one can wonder, what does a rebranding activity entail? Is it like finding a unicorn in today's clutter of desperate rebranding attempts or thoughtless minimalist debranding?
Was it always something beyond what colour was used in the logo? Let's find out.
What is rebranding and when does it become an essential step?
Rebranding is a strategic move that gives a company a fresh look and feel. It involves changing your name, logo, or overall image to create a new identity that better fits your goals and resonates with your audience. Think of it as a facelift or a revamp you'd give your business.
Rebranding becomes essential in several situations.
1. When the market evolves, and your current brand no longer clicks with your audience. A good example can be made out of a software company that might need to rebrand as it shifts focus from traditional desktop applications to cloud-based solutions to align with current trends.
2. When two companies come together, a fresh brand identity helps unify them. In the healthcare industry, when two hospitals merge, a new brand identity can help create a unified and cohesive image, ensuring both patient bases feel part of the new entity.
3. When your brand looks old-fashioned and needs a refresh to keep up with modern trends.A long-standing fashion or lifestyle brand may choose to rebrand to a more modern perception, appealing to younger generations and staying relevant in the fast-evolving fashion world.
4. When your brand has taken a hit and needs a new start to regain trust.
Say a food brand that was involved in food safety issues, may rebuild its brand image by running marketing campaigns around its revived core values.
5. When expanding or introducing new products, a rebrand can help position your company effectively. A traditional automobile manufacturer introducing a lineup of electric vehicles might rebrand with a focus on sustainability.
6. When reiterating the brand image. It often happens that the brand may have been closely associated with one product offering alone, even when they have an assortment. Dunkin' Donuts dropped the 'Donut' in their brand name to become more relevant with their "on-the-go, beverage-in-hand" brand vision.
What are 2024's most successful rebrands?
1. Deutsche Bahn
DB embarked on a rebranding journey to update their brand sound, at the heart of which was the D & B tone sequence which is based on the familiar sound of a platform gong.
They wanted to make their brand more human and warm while retaining familiar elements that customers recognized. The DB sonic logo, which had been a hallmark since 2014, was softened with piano notes and the rhythm was transformed into a heartbeat to better connect with customers.
Shifting the brand perception from industrial and bland to approachable and welcoming.
It also subtly hints at sustainability by using gentle wind noises in the sound design that a passing German rail would make.
In terms of sounds, the brand sound can be heard in many places: on social media, on TV, and on the radio, in voice interactions with Alexa, in podcasts, on the service hotline, and in the near future, even on the trains themselves. So that's big ups in brand recognition in various touchpoints where the brand isn't commonly encountered.
2. Majesco
Majesco, a top player in the insurance software industry, faced the significant challenge of moving from a top-three contender to the leader in a complex and risk-averse market.
Their brand strategy involved creating a program that highlighted Majesco’s innovative history and the role of technology in helping customers navigate vulnerabilities.
In their 12-week strategy phase, they conducted in-depth interviews with key stakeholders, industry analysts, and various customer segments, to realise that Majesco's messaging was confusing, and even industry veterans struggled with their product offerings.
The brand’s new visual identity with geometric shapes serves as a metaphor for the fundamental yet complex nature of Majesco’s offerings, mirroring the intricacies of the insurance landscape itself. The messaging turned clearer, solidifying consumer trust and creating a shift in brand perception overall.
Since its relaunch, Majesco has experienced substantial revenue growth and an impressive increase in subscriptions, solidifying its position as a market leader and reflecting the success of its rebranding efforts.
3. Zohoor
Zohoor Al Reef, a major fragrance brand in the GCC, blending French and Arabian perfumes, sought to redefine its purpose and image.
Previously, the brand was called "Zohoor Al Reef" which was too long and lacked a "roll-off-the-tongue convention".
It was perceived as a flashy, teenage brand which was always on sale and it failed to communicate luxury and refinement. More importantly, it failed to create a sense of desirability for a brand in its segment.
Through a rebranding strategy that clarified the brand’s vision to inspire self-expression and create an elegant, sophisticated identity rooted in Arabian calligraphic traditions, Zohoor successfully repositioned itself.
And this positive change was not just on the outside, but internally across all standings in the company.
The under-the-surface rebrand & visual redesign, launched on Saudi National Day, had an immediate impact. It captured the attention of a discerning clientele, setting a strong foundation for a more sophisticated product offering.
4. Hamilton Airport
Hamilton Airport, undergoing a major terminal upgrade, took on a rebranding project to reflect local Māori history and culture, creating a new identity that resonated with various stakeholders.
The new brand position, ‘Where your story starts,’ was developed with a logo inspired by the local native bat 'Pekapeka' symbolic of the spiritual 'waharoa' (gateway) between worlds.
The vertical arms in the logo, inspired by Māori design traditions, symbolize the runway and the transition between earth and sky through symmetry and duality. The notched sides (hahae) are a traditional Māori carving technique that signifies the passage of time, lineage, and location.This cohesive brand experience embraces cultural elements and positions the airport as a significant regional hub. The rebranding process involved extensive collaboration with over 25 stakeholders, ensuring the new identity was culturally significant and represented a gateway for the region.
5. Eurostar
This one is not really from this year, but from 2023. It's not too late to mention Eurostar, a leading entity in the European high-speed rail market. When it formed from the merger of Eurostar and Thalys, it faced the challenge of creating a unified brand identity that respected both legacy brands while positioning the new entity for growth.
The ‘Spark New’ brand idea was developed with a new visual identity that combined elements from both brands and a dynamic logo. The colour palette combines a "punchy blue and deep navy" from the Eurostar and Thalys identities, supported by six secondary colours inspired by the diversity of Europe. The star symbol, which was previously dropped in 2011, has been reintroduced and integrated into the new "Spark" logo, serving as a "literal and metaphorical north star of the brand".
The rebrand, launched in 2023, has been well-received, blending heritage with modernity. It successfully engages existing customers and attracts new travellers, symbolizing the group's ambition to "spark new opportunities" through high-speed rail travel across Europe.
Conclusion
When done right, rebranding can breathe new life into a company and set the stage for enviable brand loyalty.
These rebrands show how important it is to align your brand with current trends, consumer preferences, and cultural significance. Whether updating a brand sound, redefining visual identity, or emphasizing cultural heritage, these examples show how thoughtful rebranding can transform perceptions, blur boundaries between humans and companies & pedal meaningful stories directly to the heart.
