I always get excited when I see a rebrand being implemented, especially when it’s one of the big brands and why should a business want a rebrand anyway? I’ve driven past this same Burger King everyday for the past 13 years. During this time you could easily say it’s become stale, tired, out dated and even disconnected with it target audience, the place is always empty.
But Jay, why do you get excited by rebrands I hear you ask? I’ll be honest, us designers do geek out when we see a new logo or design, and the new Burger King logo is a retro classic. I love it. But the reason I love a rebrand is because you get to see strategy and design coming together, and you often see instant positive results for the business and their customers.
Through the combination of a detailed strategic branding plan, which focuses on new target audiences, their needs and wants, then exploring what can be done for the existing audience to keep them, then create beautifully designed eye catching visuals and messaging that meets those requirements, businesses can see positive instant results for the first time in years as the business starts to head in the right direction.
Very often a rebrand will help the business internally too. Having all staff on board as the new brand is created gives them a sense of ownership and belonging, from this a new culture is organically created which is obvious to see when you witness happy staff doing what they love in an environment they enjoy to be in.
Rebranding isn’t just for the big brands, ensuring your business stays up to date with the needs and wants of its customers and it stays ahead of the changing world in which it lives is vital to its growth and longevity. Rebranding in 2022 is probably seen more as a necessity as our world has changed since 2020, it’s worth taking some time out of your day to audit your own business and see if any changes need making and are you still serving the same target audience which you originally intended to when you first opened.
So why should a business want a rebrand? I can guarantee that when this new Burger King reopens in a week or two, the staff will be excited to be there, the general publics curiosity for trying something new will be triggered, local press will love to write about it as it will be the talk of the town and a new generation of Burger King fans will be introduced to the brand.
If you feel your business is stuck like a broken record and you need that needle moving I’d love to have a chat with you to discuss how even the small changes can push your business into the right direction.
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