According to Collins Dictionary, a rebrand is ‘the process of giving a product or an organisation a new image, in order to make it more attractive or successful’. Giving yourself a new image can almost be done overnight, but making yourself more attractive and successful in the long term is a lot trickier.
One of the most successful rebrands of recent times was by Burberry in 2001. During the late 1990s, Burberry faced damage to its public image when the fashion brand was associated with ‘chav culture’. However, after hiring a new global design director and CEO, the conservative brand began injecting more sex appeal, making Kate Moss the face of Burberry for starters, immediately restoring its reputation and making it cool at the same time. Over the next 10 years, Burberry started to take back its intellectual property by buying back licences it had sold to allow other businesses to use its check on anything and everything. This allowed the company to significantly increase sales, through innovation, sticking close to its key brand principles and being confident in its creative vision. Burberry was also one of the first fashion brands to use social media, livestream fashion shows and create digital engagement with consumers. Burberry made itself attractive again.
At the other end of the spectrum in 2010, fashion brand Gap, introduced a new logo which it had spent $100 million creating. Unlike Burberry who embraced the power of the internet, Gap released the new logo with no warning, no marketing hype and no social media noise. The change was so unpublicised that it took people a while to notice that anything had even changed. However, once it was noticed, the feedback was not good and the new logo was replaced after just six days – one of the fastest re-rebrandings of all time. Gap execs responded immediately, asking the public to share their own designs for the brand, sparking speculation that the whole thing was a hoax… quite an expensive and embarrassing hoax it would seem. With this rebrand, Gap did seem to change its image overnight, but failed with the hard part in making it attractive and successful.
Branding is important, it reflects who you are and what you stand for. Rebranding is almost more important, it reflects how you are changing and growing
Here at Pumpkin, we are going through our own little rebrand courtesy of our friends at Gower. After nearly 20 years in business we are modernising our image to aid our continued growth and attract the best talent. Unrelatedly (we promise!), this seems to be coming at the exact same time as UKIP is having its own rebrand. However, I’m not sure we have a lot in common with Nigel Farage’s party… although, we do enjoy a pint…