5 famous brand makeovers that shows how rebranding can set your business up for future success.
Times change. People change. Brands change.
It’s both imperative and challenging to grow your business and stay relevant in a changing market. Some of the best brands worldwide have been able to reinvent themselves to stay relevant and grow their business.
One of the best ways to get people to re-engage with your brand and communicate a shift in your business strategy is through a rebrand.
Colourworks recently rebranded to provide a true reflection of who we are today. By doing so we have stayed relevant, boosted our presence in the industry and reaffirmed our company vision and goals.
How have other companies rebranded to stay relevant? In this article, we look at 5 of the world’s strongest brands that have stayed ahead as a result of a brand refresh.
Uber can be found in more than 400 cities and in 65 countries. In 2016, the brand wanted to reflect its exponential growth and its international footprint. So, Uber transformed its logo and app icons to reflect the individuality of its local markets.
The transportation company updated its look with bright colours, personalised to each country in which they operate. Each country also received a toolbox of new brand assets unique to that market.
The objective of the Uber rebrand was to make the brand more flexible with the ability to grow as the brand expands with new products such as Uber Eats.
“Uber’s rebrand is about helping every person in its ecosystem – riders, partners, and employees.” Travis Kalanick, Uber founder and CEO.
Deloitte’s rebrand was a sign of its leadership in the professional services industry, as well as its ability to move into the future.
In 2016, wanting to modernise for a digital world and to communicate that their business was moving towards a global community, Deloitte launched a refreshed brand and rolled it out across their international footprint. The green full stop remained in their new logo as a symbol of their commitment to consistency. The refreshed brand fulfilled the need to achieve a consistent brand experience that their clients, no matter where they are in the world, can enjoy.
“Deloitte’s new brand identity goes beyond its visual elements. It also guides the tone of all our communication, including the written and spoken word, and provides us with the ability to authentically express our personality — confident, clear, and human. We are building on the strong foundation of our existing brand identity, and making an investment in Deloitte’s future growth and development as the leadership brand in professional services.” – Amy Fuller, Senior Managing Director of Global Brand, Deloitte.
Watch the story of Deloitte’s brand refresh.
As a brand, Apple is a great example of how a brand can evolve and increase market share as a result. Apple’s rainbow logo helped to “humanise” the company, lasting for 22 years before it was redesigned.
The rebrand introduced a new positioning, communicated through Apple’s famous marketing campaigns. More than a logo refresh, Apple set itself apart by introducing a new way of thinking, repositioning the brand as an aspirational lifestyle brand and not just a technology brand.
The success is accredited to Steve Jobs and his team, who understood the consumer and introduced a streamlined experience rather than a product range, pioneering the future of the company.
Apple is one of the most famous brands in the world today. It’s hard to believe that they once struggled with low sales, low consumer interest and lacked a strong brand identity.
“Without the brand, Apple would be dead,” Marc Gobe, author of Emotional Branding.
Airbnb launched a rebranding campaign that refreshed the website, their app and introduced a new logo. The symbol, called the Bélo, was carefully conceived to resemble a heart, a location pin, and an “A”. It represents what makes Airbnb experiences unique and set apart from the traditional hotel experience: people, places, love and Airbnb.
The launch of their new brand created a global conversation so powerful that Airbnb trended on twitter for 8 hours on 16 July 2014. Whether this was due to the Bélo’s seemingly unintentional anatomical resemblance is debatable, but that day was the biggest day in Airbnb’s history and the new logo symbolised their focus on the experience.
“I feel our brand of yesterday was starting to hold back our ability to go mainstream, and limiting people’s idea of what it could become.” Brian Chesky, CEO Airbnb.
Watch the story of the Bélo and Airbnb’s brand positioning
Pick n Pay
One of South Africa’s most famous rebrands goes to a household favourite, PicknPay. The massive supermarket chain implemented their new strategy across the entire business. The total rebranding reached completion towards the middle of 2009.
More than just a facelift, the new brand symbolised a shift in the company’s vision towards the customer. It turned the modern customer’s needs into action as well as refreshing the all-important shopping experience on the floor. The now-famous PicknPay rebrand also introduced their customer magazine Fresh Living, which is currently one of the top selling magazines in South Africa.
With consumerism advancing at the speed of light, the new look has definitely prolonged PicknPay’s brand relevance.
Looking at well-known rebrands makes it clear that refreshing your brand does much more than give it new aesthetics and a new strapline. It’s a dynamic shift in strategy to adapt to competition in order to stay ahead and stand out from the crowd.
Is it time for your business to rebrand? What would your rebrand entail? Would it be an evolution or revolution? However you decide to rebrand, make it matter.