What is branding and when is it time for a rebrand? š
What we mean when we say we build brands, what are the differences between a refresh and a rebrand and what is branding (really about)?
Inspired by all my friends and family, who still have no clue what I actually do for a living.
"Products are made in the factory, but brands are created in the mind."
Walter Landor
š What is a brand?
I always introduce myself as a brand designer. But brand is a vast term that encompasses many disciplines and can be quite daunting to figure out by people who are not working in brand design or marketing. So, what do we mean when we talk about a brand?
āA brand is a name, term, design, symbol, or any other feature that identifies one sellerās good or service as distinct from those of other sellers.ā
American Marketing Association
Imagine branding as the process through which a brand comes to life, embodying everything from the logo and design elements to the voice and expressions used in its communications. To make it more relatable, imagine a brand as a living entity. It has its own personality, values, ideas(mission) and ways of ādressing upā and expressing itself. A brand is not a logo that we stamp on everything. Itās not just graphics and design bits either. It needs a tone of voice, a set of personality traits, a mission and values (brand strategy), all of which can help create a set of expressions and materials that feel like they are coming from the same āsourceā (aka the brand).
Successful brands are consistent in their communicationsāall kinds of them, from billboard ads to their T&Cs. Good branding goes beyond aesthetics and builds trust, loyalty, and perceived value. Successful branding stimulates a bond with the customer and resonates both emotionally and logically.
š The difference between branding and marketing
Branding is the foundation upon which the structure of marketing is built. Brand guidelines (which are the result of branding projects) help creatives and marketeers build marketing communications that resonate with, and are recognisable by, the brandās target audience. While marketing refers to the channels and methods used to convey that message.
While marketing efforts are ephemeral and can be adjusted with trends and audience responses, the core brand should remain steadfast, continuously fortifying its position in the consumerās mind. Of course brands need to evolve with time and refresh their looks when needed, but the core idea (as it often happens with people) should still remain the same.
š When is the difference between a brand refresh and a rebrand?
A brandās lifecycle is a continuous journey of growth and evolution. To maintain relevance, sometimes a brand refresh is required. This isnāt about a complete overhaul but a strategic update to the visual representation and other brand touchpoints to help the brand resonate with the marketās changing preferences and the evolution of its audience and their needs.
A rebrand is the process of (sometimes, but not always) giving a new name, symbol, or change in design for an already-established brand. A strong brand makes it more likely for customers to choose a product or service over the competition. Successful brands need to stand out from their competitors and that is usually the core driver behind most rebrand projects.
š When is it time to rebrand?
Your brand name no longer reflects your brand vision or has become complicated and diffuse
Youāre failing to differentiate yourself from the competition
Your business model or strategy has changed
Youāve outgrown your brand
Youāre undergoing a merger or acquisition
You need to disassociate your brand from negative perceptions
Youāre trying to connect with a new audience
A rebrand is a natural part of the growth of any business. It isnāt a matter of if itās needed, itās a matter of when. The topic of branding is definitely not an one-pager. Itās an ever-evolving subject spanning many areas of expertise, including psychology. Iāll write a few follow up posts about it and keep them snappy and easy to scan through.
To conclude, the key to brand longevity is adaptability. Embracing change, seeking feedback, and innovating are all crucial for a brand to remain relevant.
More on branding
šļø Branding mag offers several podcasts that deep dive into branding, to help you understand and unpack some of the nuances behind process and successful brands.
š Flick through The Branding Journals top case studies, offering insights on suceessful and failed rebrands.
š If youād rather watch a snappy video about branding, Futur have a great 4 minute crash course on it.
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