I’m sure that even if you’re not involved in design/advertising circles or following any click bait blogs you’ve probably still heard of a company that’s had a rebrand, refreshed their look or updated their website lately.

Whether it’s Instagram, Google, Subway, Uber or facebook – most of the time these changes are met with criticism and comments from the public who just wish everything would go back to the comfortable way it was before. But I guess that’s one of the great things about life, it never stops. We always keep moving forward into the future and leave the past behind us.

So, why rebrand?

From a business perspective, it’s a great way to surprise and delight existing brand devotees and an even greater way to appeal to a broader crowd. This is always something to factor in; how can I stay true to the fundamental aspects of my brand but change enough to look fresh and appealing to a wider audience?

The answer isn’t always clear, but comes from a targeted strategy, design thinking, research and planning. Also trial and error through the design stage and asking people.

What should change?

Aim for brand consistency. If there are any aspects letting your brand down, chances are your audience has already been exposed to it. It could be your overall identity, your language in copy, your social media presence. Assess everything with a critical eye and ask yourself if it aligns with your core values or brand promise.

How should it be changed?

Research is key. See what your audience wants and craft their experience. Apple is always mentioned around this aspect, but it’s so true. If the process of unboxing a product is a well-designed experience, it will elevate the product to a higher level. It helps to build a respect and trust around the brand.

Another great example of research and customer involvement in the process of changing is Mozilla’s current ‘open-source’ rebrand. Just like their open-source software (the software code is made freely available to the public so everyone can modify and change for free) the consumer is heavily involved in the process and is able to have their say on what the brand is leading into the design stage. See more here.

To summarise, rebranding is an effective way to reposition your brand and adapt to the way people are living in todays society. It can come in many forms but the underlying factors are the consumer and the consistency in their brand experience.

Alby Furfaro

Designer

31/8/2016