To remain successful, businesses must grow and adapt. Brands evolve and their focuses change over time too, which means design elements become outdated and no longer accurately represent the business. Your brand reflects your business; it’s essential the two are kept in line with each other so that your customers understand who you are, what you do and where your value lies.
Rebranding is an inherently complex and nuanced process, more so for larger scale projects and, as such, some aspects can be easily overlooked.
Given that tech giant Facebook’s rebrand to Meta was met with scrutiny and speculation, what lessons can be learned from this and applied to a rebrand for your company?
Key considerations when approaching a rebrand
Give Your Rebrand Purpose
Establishing your motivations for rebranding can help you understand whether there is even a need for it. With a clear motivation, you can clarify your goals and set targets to keep the project on track.
Your rebrand could be driven by a desire to refresh an updated style, perhaps the current logo no longer reflects the goals of the business or its positioning within the industry. Determining the core reason for the rebrand will keep you from diverting from your goals and potentially doing more harm than good to your brand.
Motivated by the number of companies and products they have acquired over the years, Facebook’s rebrand set out to better represent the wide range of products they offer and avoid confusion over naming. By changing the brand that holds all of its subsidiary companies, there’s now a clear distinction and structure between them.
Further to this, the company as a whole is aiming to shift its focus entirely to the metaverse, a virtual reality experience dubbed as the next big thing in how we interact with the internet and one another.
From this perspective, Facebook’s rebrand is logical – The company’s branding structure needed clear distinction and the changes made now reflect this accurately.
Don’t Change for the Sake of Change
It’s unlikely that every aspect of your business will need to be rebranded, instead focus your efforts on the areas that need it most. When it comes to corporate rebrands, less is usually more.
You might need to adopt a new tone of voice in your communications, update your web presence and digital marketing strategy or simply refresh your logo. Change for the sake of change can be counterproductive, potentially harming your brand and alienating your customer base.
Rebranding is often considered a positive change in situations that don’t justify the cost and outcome. Whether the decision stems from stakeholder boredom with the current brand, a new management team looking to make their mark on the company, or an attempt to remain relevant and boost marketing efforts, rebranding is usually a step too far.
Meta made the drastic decision to change not only the logo, but the name too. Changes of this scale require drastic adjustments within the existing customer base; however, they can be justified is there are equally drastic changes made to the company or its focus.
Do Your Research
Conducting detailed, thorough research and analysis is one of the most integral elements of a successful rebrand. You need to empathise with your customer base, gather feedback on what could improve their experience, analyse your current offering and compare it to your competitors to highlight opportunities for improvement. Compile the data that validates your rebranding strategy and identify what needs to change and what doesn’t.
You’ll need to ensure your new ideas and designs don’t infringe on any existing trademarks or copyright laws. At this stage, it’s crucial that you do your research and due diligence before you go any further. This could mean an otherwise successful rebrand is hindered by legal battles immediately after it is announced.
Shortly after its launch, Meta was hit with legal action from a custom gaming PC company called Meta PC due to a potential trademark violation. Had Meta’s research and due diligence been thorough enough, they could have avoided legal proceedings entirely and had a (slightly) smoother launch.
Timing is Key
Timing should be a key consideration in any planned rebrand. Think about the current social climate, the lives of your current and target demographics, and your reputation amongst customers.
The timing of Meta’s rebrand could have been chosen a lot more strategically. Prior to the rebrand, Facebook was in the midst of heavy scrutiny and controversy, with the harmful usage of their social media apps including Instagram and Facebook a highly contentious topic in the media.
Because of this the rebrand caused a huge backlash, with many speculating that the rebrand was simply a tactic to divert attention away from their bad reputation.
Branding and Media Designs by Logic Design
Your brand should be memorable for all the right reasons, our experienced branding and design team can help make sure you stay front of mind with your target market.
If you’re considering a rebrand or you’d like some advice on how you can use your brand effectively to elevate your business, get in touch with one of our consultants today.