How to do a successful rebrand – with examples

http://www.hingemarketing.com/library/article/elements_of_a_successful_brand_1_positioning# Elements of a Successful Brand 1: Positioning All successful brands have something fundamental, an idea or principle: this is its positioning Successful positioning needs to make a brand stand out from its competitors so it will attract people’s attention and give the company an advantage. To stand out a brand must do these things: be […]


Elements of a Successful Brand 1: Positioning



Elements of a Successful Brand 2: The Tagline



Elements of a Successful Brand 6: The Logo



Elements of a Successful Brand 7: Colour



Elements of a Successful Brand 8: Messaging



The power of branding: a practical guide

The key ingredients to a good brand


The Big Idea 

  • Vision means thinking about the future, where you want to be and looking at ways to challenge the market or transform a sector.
  • Vision may be grand and large-scale or simple, like offering an existing product in a completely new way, or even changing the emphasis of a business form one core area to another.
  • Relates to important aspects of how people see an organisation.
  • It’s what you stand for.
  • Most companies share these values: quality, openness, innovation, individual responsibility, fairness, respect for individual, empowerment, passion, flexibility, teamwork and pride.
  • The tone, language and design are ways you can present your personality.
  • Personality trait examples: ‘efficient and business like’, ‘friendly and chatty’, or ‘humorous and irreverent’.
  • Ways you can start to control the elements of your company’s personality: Graphic design (visual identity), Tone and voice (language), Dialogue (one way or two way communication), Customer service (staff communication to customers)
The power of branding: a practical guide
How to communicate, manage and develop your brand identity
  • Differentiation: Important to define and present differentiation in your sector.
  • Engaging with customers: If you stand out for positive reasons and your tone of voice and communications are credible, customers will be interested in you. Appeal to people’s sense of individualism and focus on value of human interaction and communication, rather than competitive price plans or latest technology (example: Orange brand).
  • Evolution or revolution: When reassessing a brand you can go small and incremental, refreshing the brand or go for a major overhaul of the company or brand’s image. If a brand is already in a strong position with a solid customer base and you just need to keep up with growing or developing market then evolution isn the best option.
The power of branding: a practical guide
The relationship between design and branding.
  • A brand is not simple a logo or identity.
  • Logo = just one manifestation of brand. But is often top-level of communication, seen most frequently by most people.
  • Design translated the ideas into communication.
  • Design: Need to work through strategy and implementation to ensure results are consistent, adaptable and keep with original brand attributes.






Essential steps toward successful rebranding







Successful logo redesigns




Starbucks Rebranding







Revolution & Evolution

BP (evolution then revolution):


Apple (revolution then evolution)


Shelter (evolution):




UPS (big and boring to personal and innovative)



Discovery Channel
  • Old Logo: First logo was a tv screen picturing a map of the world. ‘The’ was dropped from the name in the mid-90s and the globe became a permanent part of the logo, with an added ‘strap’.
  • New Logo: The new logo has been used since 2008. It contains new graphics and new tagline: ‘The world is just awesome’. The typeface Aurora Bold was replaced with Gotham and the globe has merged with the ‘D’ in Discovery. The new logo is more simplified and less crowded.

Lecture notes:

Skoda rebrand

Federal Express rebrand


Tom Lovell – The Partners
What is a brand?
  • Logo, Colour, Imagery, Typeface, ect all important, but theres more to it… Feeling, Association, Promise, Emotional Connection.
  • Physiological and Intellectual.
  • Before rebranding experience the brand and find out what people want from it (design around this).
Brand Strategy
  • Links design work to message.
  • Gives brand purpose.
1. Be Emotional
  • Be true to the essence of the brand.
  • Be passionate about it.
  • Believe it will create change.
  • Starting point.
  • Be simple and honest.
  • Get it down into post-it note – pure
  • Olympics 2012 logo: Unsuccessful? Why? Most emotional event in world and not distilled into identity. No joy, excitement or anticipation shown.
  • Face Britian: ‘Signature for a nation’ For Children so fun and friendly logo. Not serious. Logo fits with self portrait.
2. Stand For Something
  • What is the brand there for?
  • Avail – Carer agency. ‘We Do Care’ – We care about people and caring is our business. Every idea will come out of this. “Give hug” on website – friendly faces for nervous customers.
3. Consider Where It Lives
  • How are you approaching people?
  • Sticking a logo on a website does not show if a brand works or not.
  • Ebay rebrand – Have experience, fun, more than a logo mark. Mark not needed, the site and the experience are. (Bland new logo in my opinion)
AirAsia rebrand:
  • ‘Now everyone can fly’ – need reason to exist – cheap but for all – Lost way and needed to be brought back to this.
  • Where does it live? Airports and Adverts.
  • Colour red used a lot: seen as the red brand / red airline. But associate red with sale, cheap, stop sign, shut. Red needed to be contained within logo.
  • Came up with designs for destinations: examples of different cultures.
  • Using Black, White and Red proved effective. Colours stand out and when people are tired and stressed in an airport, these simple colours will help them know where to go.
  • Merchandise: badges – collectables from where you (can) go/souvenirs/experience and cool, clean t-shirts (handing when travelling and sweaty).
  • New planes with designs to do with destinations. Re-launch: dragon on side of plane (flying dragon). Made impact: others can see from other planes or when plane is in air. Advertising as well as design.
Important points
  • Be emotional about your brand / ideas
  • Have a simple yet effective idea
  • Apply idea in best way and be impactful
  • Use narrative and express insight into problems

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