How rebranding can transform your business
2020 saw some of the world’s most established organisations take a swift axe to their existing branding. Cadbury refined its logo and pumped in some modern flatness, Footlocker took inspiration from World War One in an attempt to blind us with stripes and Rolls-Royce played it boringly-safe trying to appeal to their “growing younger and more diverse demographic”. 2021 has already seen Burger King and even the C.I.A, yes the Central Intelligence Agency, roll out a new look.
So what’s all the fuss about?
It’s safe to say the past 12 months have been the most unstable months for businesses worldwide, well, forever. On top of the global pandemic, about-time topics like the climate emergency and systemic racism have been make-or-break subjects for organisations trying to stay connected and united with their customer base. Along with all of this, us Brits decided to leave the EU and float off on our little island adding even more ambiguity to the mix.
With so many political, commercial and social issues being raised businesses of all sizes have had to react and adapt to change on multiple levels. Usually, businesses can rely on their brand management to make clear their stance on politics, be transparent about their activities and stand together in times of social injustice. But these aren’t ‘usual’ times. 2020 brought a different beast, in which relying on your existing brand strategy just wasn’t enough – uncertainty.
With so much fear, confusion and uncertainty surrounding the pandemic businesses had to switch-up. Office-based businesses started working from home, retail and hospitality invested in COVID-Secure in-store experiences and thousand of companies had to simply send their staff home on furlough.
So how does a business tackle uncertainty?
By being certain. Certain of their politics, their future, their social ethics, their impact on the environment and their brand image. Nothing quite says ‘we’re moving in the right direction’ than nailing down a unified mission and vision for a business and visualising it through a modern, cohesive brand identity.
That’s not to say rebranding will reduce your impact on the environment or support the fight against social injustice, but it will give you a place a start. Through outlining your mission, values and visual identity you can build a concrete foundation from which to market your brand with certainty and integrity.
Not only will rebranding give you a clear direction, it should also empower you with the tools to market your business effectively. Here are some of the tools you’ll need in your brand toolkit:
Logo Assets – In various file types, colours and arrangements
Brand Guidelines – Usually a PDF that acts as an instruction manual for typography, logo usage, photography style, illustration and iconography as well as detailing your business mission, values and tagline
Flexible Typography – A well-designed and well-chosen brand typeface will contain numerous weights for various uses and be visually dynamic and unique to your identity
Mission Statement – A clear mission is the key to driving consistency across marketing collateral
Defined Tone of Voice – Brand messaging and communication is built using tone of voice that feels representative of your business and the people behind it.
Core Values – A solid set of one-worded values to shape everything you do as a brand and a business
If your organisation doesn’t have these basic tools in your marketing arsenal, fighting uncertainty is going to be an uphill battle.
Is it time you thought about rebranding? Get in touch with our team today to start your rebranding journey.
Written by Tom Woollam
Creative Director & Founder
