Rebranding – Dealing with Backlashes

Growth comes naturally to an organization as it expands and explores. Change and growth go hand in hand. Therefore, as a company evolves, the need to rebrand it also arises. This is one of the easiest ways to announce to the world that changes have taken place. But did you know there are several risks associated with rebranding? If you are planning to wake up one fine morning and announce that your product has been redesigned or your logo has a new look, there are chances that it will backfire. Similar to the marketing process, rebranding needs to be planned wisely to achieve success. What happens when your rebranding strategy fails? How can you deal with the backlashes? You are not the only one who is facing such a situation. There have been instances before where prominent brands had to deal with public criticism with such strategies. It happens. But you should know how to deal with these setbacks.

How rebranding has backfired over the years?

Whilst discussing about rebranding there are several popular instances that come to the mind about how popular brands have failed with their strategies. In addition they had also faced social backlash. Needless to say, the businesses have gone online today. With the rise of social media networking, every brand is promoting itself across several platforms. Of course there are benefits to have a social media presence but it also easily exposes you to criticism from the consumers. In the past decades rebranding had backfired for Tropicana, Airbnb, Gap, Foursquare and many more.

Redesigning the logo is one of the most popular ways to rebrand. But things did not go as planned for Airbnb when it opted for a symbol (the Bélo) to represent itself. Initially, it was written in a cursive style. However, the new logo had to deal with criticism on a large scale. The brand, on the other hand, was simply looking forward to better ROI. Although the company eventually received a better turnover but the logo invoked mixed reviews. But its favorable returns clearly point out that the logo mishap did not deter the customers from using its services.

Another instance in this regard is that of Tropicana. The juice brand introduced new packaging in order to rebrand. However, what it received were irate customers who rejected it. In this case what Tropicana overlooked was the emotional connection of the consumers with a brand. The product is a consistent part of a consumer’s daily routine. The company was eventually compelled to return back to its old package as it did not consider the marketing needs before introducing something new.

Gap’s rebranding strategies backfired, too, when it attempted to modernize its looks and left out the iconic blue square and the serif font. This was associated for a long time with the holiday presents as well.  The company was faced with the problems of low revenues for few years and was looking forward to rebrand and remind consumers about its relevance. But people rejected the change downright claiming that the most essential qualities of simplicity and timeless style associated with the brand were lost.

Why Rebrand?

Definitely rebranding is one of the easiest ways to promote a company’s growth. But before you jump headlong in the process you must find out what are the reasons for rebranding. Apparently, the task seems simple but before beginning the process it is important to understand the reasons responsible for initiating changes.

Rebranding simply does not mean overhauling your logo. It goes deeper than that. You are actually attempting to alter your entire identity. There are several factors that should be taken into account, for example, your company history, past goals, branding issues, etc.

How to deal with the backlashes?

Backlashes are part of this process. When it comes to changes, consumers are really not that open to it. In addition, the social media platforms provide an easy access to them for uncensored discussions. Thus, rebranding might actually prove to be an intimidating process but it is not an impossible task. A good process is a potent way to revive a dying brand or simply communicate to the world that changes have been introduced.

Here are a least of mistakes that every company must avoid so as to not to face any backlash related to rebranding –

Replacing the mascot is not a solution

Often the brands end up changing their logos thinking that it would actually help their marketing strategies. Unfortunately, such a move does not always spell success. It is important that your new logo represents the company purpose well.

Do not forget your market position

It is important to keep in mind your market position. This is where Tropicana miscalculated and was forced to face customers’ ire.

Changing your name will not help

Your brand name is a part of your identity. On the other hand, it is absolutely necessary to name the brand right. These can be either definitive or esoteric.

Names can be esoteric or they can be definitive, and each of those naming strategies comes with its own form of challenge. There are certain companies that keep the product in its name to make it more convincing and easy to relate like ‘The Pizza Hut.’

Research Well

Are you sure that rebranding is necessary? Your company going through a phase of low revenues is not the reason to change your corporate identity design . Before you go ahead with a costly process to re-launch your brand, you should do your research well. It is important to test the brand images to ensure that it will surely work for the audiences. What is important to comprehend here is how the product or service is fitting into the lifestyle of the consumers.

You cannot fail to integrate your brand

This is important. You just cannot introduce a new label and expect to popularize the brand. It does not work that way. A new logo must be integrated systematically into the business. Companies give up too easily on the process. A logo is part of a physical appearance whereas there are bigger considerations when it comes to rebranding, like, clients, employees and customers.

Rebranding is a challenge as well as an opportunity. In order to make your strategies a success, make sure you avoid the mistakes and you will be saved from the backlashes as well.