‘Rebranding’ is, first, about changing or reaffirming an organisation’s right to exist in an existing market niche.

It’s different than when the original logo was launched because it is so important not to lose existing brand equity it has earned with current customers and stakeholders.  We recognise the challenge as one of needing to ‘evolve’ the current corporate identity to retain as many visual cues as necessary to maintain the recognition and loyalty of existing customers.

Be Ready For Change

However, rebranding any business or organisation often requires a shift in thinking; being prepared to make a clean break and discard any ‘baggage’ and personal, subjective equity in a logo and its supporting visual identity.

Before we ‘pick up our pencils’, let’s determine Who YOU WANT To Be

• We will need to be crystal clear about the problem we are trying to solve, so we can take the steps to figure out what the company aspires to be.
• Why doesn’t its current brand fit who they are?
• What is the purpose of the company, and what are its goals?
• How does the marketplace and company feel when they see the current logo; how is the company perceived?
• Most importantly, how does it want to be perceived? And how do its customers and stakeholders need and want to perceive it.
• We will seek, in collaborative partnership with you, to answer these questions before we ‘pick up our pencils’!

Talking to people – existing and potential customers and stakeholders

In the absence of readily available, independent market research DesignLab would seek to establish at least some qualitative information about your existing and potential customers’ and stakeholders’ attitudes towards and opinions about your company’s values, products, services, and brand image.

We will work closely with you to clearly establish a market segmentation for your brand – exactly who are the current homogenous groups who already or are likely to use Top Holiday Parks and sub-brands’ services.  It is essential we understand exactly whom you want to reach and talk to and the ‘tone of voice’ that should be consistent, visually, with what you wish to say to them.

Create a PROJECT MANAGEMENT PLAN

• Write down anything that is currently perceived to be wrong with existing branding (corporate identity).
• Agree a reasonable timeline for implementing the changes and identify reporting relationships and who is primarily accountable for managing the project.
• Set a date for the external launch of the new visual identity – it is important to first manage internal communication – to inform all staff and operators of the new approach and to do with a strong sense of excitement. Plan a ‘roll out’ for all the items on the inventory list, perhaps including a general media release and publicity through social media aimed to reach and inform existing customers, stakeholders, prospects, and local and industry news.

Changing your logo – why, what works and what does not work

The world is in a constant state of change. So much so that some may argue the meaning of life itself is to progress and evolve. The problem with this is that most of us are always looking for the ‘next big thing’.

When you are a company, business or council this can sometimes translate into a question of ‘how do we maintain our client’s focus (on us)?’  The answer often involves what is commonly called ‘rebranding’.

Rebranding can involve many things. It can be anything from updating your organisation’s visual imagery – its ‘look’; even changing the name; to modifying the services or products provided.

It’s about trying something new to refocus the attention of your existing customers and stakeholders and attract the attention and custom of new customers.

Subtlety Can Be The Best Option

Rebranding to breathe new life into a business. But it can also be risky. If done for the wrong reasons, a rebrand can bring about the exact opposite effect of the intended goal. Long-established organisations with solid reputations that suddenly decide to change their look just for the sake of change, can do themselves harm rather than good. For example – Gap (see below) – that had to revert to its original logo (‘brand’) after suffering a devastating revolt on social media.

Royal Mail also spent two million pounds changing its visual corporate identity – including its name – to ‘Consignia’. There was a huge public backlash – a public relations disaster – and it was forced to revert to the original and the familiar name with which its customers and stakeholders were familiar.

Rebrand Carefully and Subtlely

In our experience, if you are going to give your logo an overhaul, then keeping key elements of the old one, while simplifying the look, may be your best way forward. We believe that is a large reason as to why the new Gap logo didn’t work as planned. People do get attached to images, especially company symbols (logos). Stray too far from the original design and you may end up with a riot on your hands.

Conclusion

Customers have a tendency to attach themselves to preset ideas and change can often be met with confusion. However, when done for the right reasons, a new look can really make for a positive impact.With a strong brand, consistency is key and if a change needs to be made, then subtlety may be the best option. By keeping a sense of familiarity between the two logos, we will help make the transition between old and new, a smooth one.