Can with "VanCola" written on

“A Bottle So Distinct
You would recognise it by feel in the dark or lying broken on the ground.”
That was the brief that led to the famous Coca-Cola contours that we all know so well.
The design is one of the biggest things that defines the world-famous brand today and set them apart from competitors who mimicked them. (Super original names include Koka Nola and Koke).

And That’s What We’ll Be Discussing.
Not Coca-Cola, I mean. I’m talking about branding.
More specifically, the concept of rebranding.

I’m Sure The Burning Question You’re Not Asking Yourself
Is whether or not you should rebrand your business.
And it’s a valid question to ask.

Rebranding Your Business
Probably isn’t something we think about once our brand identity is up and running.
But it isn’t something we can overlook.

Should you rebrand your business?
In order to explain that, we’d need to look at some examples of good (and bad) rebranding.
Let’s have a look at some of them, shall we?

First And Foremost
Is your client base.
Rebranding your business isn’t a decision to be made hastily, and the most important factor is always going to be your consumers.

Your Brand Identity
Is the representation of yourself. It’s how your clients perceive you.
So, if you don’t make the right impression with the right market, you won’t meet your goal.

Let’s Look At Some Good Examples.
Instagram did (in the opinion of many) a great job with their rebranding.
Their logo and UX alterations were fresh, sleek and minimalist, which appealed greatly to their tech-based audience.
While their old logo encapsulated what they did, the iconic design was lost on many people simply because they didn’t really know what it was.
So, they gave it a makeover, and it was pretty good in the opinions of many (I was a fan of the original design to be honest).

Connecting People With Subtle Changes
Is YouTube.
If we take a look at their evolution, we can see the subtle (yet impactful) alterations in their logo, which they used to remain relevant with the younger generations.

Building A Brand By Design
Is the world-famous LEGO.
I know, it surprised me as well.
But the original design (circa 1936) is a drastic contrast from the current logo.
While they started with a logo that was representative of the product itself, their current logo is instead a representation of what they offer – fun.
This transformation goes to show that even the greats started with a design that may not necessarily have reflected their ideologies.

So, Those Were Some Good Examples.
Let’s have a look at the not-so-good ones.

The Flat Cola.
Is Pepsi.
Originally called “Brad’s Drink”, the Coca-Cola competitor spent a fortune on a redesign that didn’t really seem to resonate with anybody but the creators.
The logo designers went on to explain the science of the design, which is a good representation of why it didn’t work.
If you have to explain it, then it hasn’t really done its job.

The Search Engine Redesign That Had Poor Results.
Yahoo! has always been known as the search engine that isn’t Google.
The company decided to go for a redesign that didn’t really work.
By making their characters uniform, they’ve done the exclamation mark an injustice and lost a lot of the attitude and sass the original design had.

Failing To Bridge The Gap
Poor pun, I know.
But it’d be remiss of me to not point out Gap.
The clothing company’s redesign had such negative backlash that they reverted to their original design.
The rebranding didn’t work simply because it wasn’t needed. Nobody liked it because the original logo had become so synonymous with the brand.

So We’ve Got Some Good And Bad Examples
And there’s a theme between these two categories – Apart from, y’know, the one being good examples and the others being… well, bad.
The theme is the motive behind the changes, and it’s something you’d need to keep in mind before undergoing any change, which is how to rebrand your business.

Firstly, Look At Your Clients
Things like age demographics and income consistently influence which brands people interact with, and it’s something you should always consider seriously.
Your brand needs to fit with your market, and it needs to be distinct.

Consider if it’s sustainable.
Is it something you’d be able to stick with for a long time?
Would you be proud of it?
Or would it be a Gap situation?

And Lastly
Does your current identity represent what you offer?
Not the product or service, but the experience.
LEGO sells building blocks, but they offer fun, and their identity reflects that.

So, Is It Worth It To Rebrand Your Business?
Well, the answer depends entirely on your view of it.
If you feel things need to be switched up, then you should go ahead and rebrand your business.
But if you don’t think so, then you’d be less invested in it, which would make rebranding your business less of an investment for you, and the payoff may not be as impactful as you’d like.

There Is A Concern That People May Not Recognise You.
But, in the 21st century, things change all the time.
Nothing is permanent. Even tattoos can be changed or removed completely.
If you have fun with it, there’s a good chance your consumers will have fun with it too.

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