There are many good reasons to launch a rebranding campaign – a new name, direction or product line. That said, though, rebranding shouldn’t abandon the original brand but instead move it to new ground with fresh expectations.
One of the worst outcomes of a rebranding campaign is to sacrifice the hard-earned capital of previous branding efforts. Even if a brand has some rust to shake off or a incurred a dent to smooth out, it still has residual value. Rebranding isn’t about starting over; it’s about refreshing (and fixing) what has been.
After a string of food safety issues, Chipotle received lots of advice about its brand. Some argued the company should scrap the name and start over. Others said the Mexican fast casual chain should retain its name and undertake a rebranding campaign that underlined why people like Chipotle's food and how the company has responded to its food safety crisis.
Like branding, rebranding is all about positioning. What makes your product or service distinct? What is your value proposition? Why should anybody care about what you offer?
Rebranding affords a chance to tell the world who you are in a fresh way, whether it’s updating your product or service line, using new tools such as video to tell your story or placing your story in new channels where customers hang out and pay attention.
Rebranding allows companies to respond to their customers' changes in taste. Think of all the food ads you now see that talk about being gluten free or produced without growth hormones.
Stodgy brands turn to rebranding to inject a youthful step into their offerings. You can still enjoy venerable Campbell’s chicken noodle soup, and now you can take it to work in a handy cup that heats up in a microwave.
One off the best uses of rebranding is to move from pushing a message to attracting viewers through informative, relevant and useful content. This can mean rethinking a website to relying on digital media promotion. A website makeover can evolve from what is essentially and electronic brochure to an information hub designed around how existing and potential customers or clients interact with a product or service. Moving to digital media could be as basic as relying less on the phone book and more on self-publishing content of value to customers or clients.
If, like Chipotle, a company is rebranding to move on from the past, then rebranding has to deal openly and honestly with the past. That honesty conveys its own freshness that customers often will reward. This requires more than lip service to change. Show the change with video and validate its value with credible third parties.
Rebranding is not a brand divorce. It is more like a brand family extension. The all-purpose Mr. Clean was introduced in 1958 with its own character and jingle that helped propel the product, originally developed to swab out ocean-going ships, into a best-selling customer favorite.
In 2016, after the Mr. Clean product line had expanded into a full line of cleaning products, including the Magic Eraser, the character and jingle were modernized. You could still recognize the spiffed-up Mr. Clean and the jingle struck a familiar chord. Instead of mentioning white sidewall tires and old golf balls, the jingle talked about using Mr. Clean to “clean your whole house and everything that’s in it.”
The rebranding has been an unquestionable success. And the jingle is the longest running advertising tune in television history.