Slow and steady wins the rebrand. Why rushed rebrands often fail.
Marketing is like running a long marathon. When the whistle blows, there are two types of marketeers: those who run fast and recklessly, losing their breath a few kilometers in, and those who focus on the end goal, treading slowly and steadily towards the finish line. If you’ve just joined a marketing team and want to make a real impact on your brand, you want to be like the second runner.
Businesses today tend to focus solely on quick wins and ROI, often losing sight of what really matters. They wind up expending those valuable first few seconds of their sprint (weeks and months in this case), on low-hanging fruit and short-term fixes. This momentum should in fact be directed towards the company’s long-term vision. That’s what keeps a business thriving. It may not always mean instant gratification, but the results in the long run are more than worth it. Haven’t we learned anything from the rabbit and the hare?
Wanting to impress is in our human nature and who doesn't like a little recognition and validation? But a good marketeer possesses the patience and integrity to prioritize the brand’s needs before their own desire for individual success and recognition. So, before rushing to make radical changes that will elicit oohs and aahs in the boardroom, consider your motives and take it slow.
How long did it take to build Rome, again?
I’ve been around this neck of the woods long enough to have witnessed my fair share of horror stories. New marketing and communications heads joining companies and rushing to execute rebranding exercises. “Let’s change the colors, appeal to the newer generation, new logos, new slogans, let’s make our presence felt.” But beware, rebranding can be a real double-edged sword.
I remember one particular story a young executive interviewing with me told me. She worked for a prestigious private jet company. The brand was well-established and was witnessing healthy growth in the region when the management decided to promote one of their senior pilots to CEO. As soon as he landed the new role, he asked for a complete rebrand because he simply didn’t like the how the logo looked. That, if you ask me, isn’t a good enough reason. Not for me, not for the company, not for anyone.
So, what is a good reason?
It can be a number of things. Sometimes it's about keeping up with a changing industry and staying relevant or reflecting new company values. Other times it's about recovery from a crisis or tapping into a new demographic. Take Dunkin', for instance, which dropped the "Donuts" to signal a wider menu, or Airbnb, which revamped its logo to emphasize belonging and inclusivity. A rebrand is not just about a fresh coat of paint; it’s about making sure the company’s image reflects its story and aspirations.
But diving into a rebrand without a strategic compass can lead to missteps. That’s why it’s important to first question the 'why' before embarking on this transformative journey. The time, cost, and consistency needed can make or break the effectiveness of a rebrand. It may sound like a breeze, but rebranding is a substantial financial investment that can tie up resources for a long time. Costs can escalate quickly – from hiring designers and consultants to the expenses associated with launching and communicating the new brand – campaigns, physical branding material, signage, packaging, it goes on.
And let’s not forget the time it takes. It requires planning, phased rollouts, rounds of feedback, all while continuing to manage stakeholder and customer expectations to ensure a smooth transition with minimal loss.
Which is why, after such a massive undertaking, a rebrand needs to be worth it. Every change, from logo to communication needs to resonate with the goals of the business and most importantly, the audience. The end goal should be accurately reflecting a company’s ethos and objectives while deepening its connection with audience and customers.
Now that I’ve expressed my sheer dislike for unnecessary rebrands, let’s look at some successful examples.
Many might not realize it, but Apple was once no more than a computer company. The reputation it has today was not achieved overnight. When Apple Computers became Apple Inc, it signified a repositioning. It was a statement – we are more than just computers; we are a tech powerhouse. This kind of strategic patience and focus is what builds legendary brands.
Closer to home, Etisalat’s move to e& was a strategic one that announced its evolution from telecommunications powerhouse to comprehensive digital player on the world stage. A pretty smarty play – at a time where digital communication is pretty much a necessity, e& recognized, capitalized, and marketed this shrewdly.
These companies strategized their rebrands and went through with them at times that made perfect sense for their brands and evidently, were successful. But more often than you think, brands set out to do this at the wrong time or without a clear purpose and direction, with it blowing up in their faces.
If you’re looking for a big change for your brand or want to impress the world and your team with something new, maybe take a step back and evaluate. 9 times out of 10 a brand may need something else altogether. Perhaps a new pricing strategy, a new customer success team or an image and reputation management plan can create the change an ill-timed and unneeded overhaul won’t.
Do you want to learn more about when, why, and how to go about a good rebranding exercise? I’ve compiled my twenty odd years of experience doing that and much more in my book, Marketing and Communications on the Job.
Chapters 11 and 12 of the book will offer you tools by which you can diagnose what your company needs in terms of branding and storytelling.
To purchase my book Marketing and Communications on the Job, click here: : https://amzn.eu/d/9LDmHyc
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