corporaterebrand-com

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The Rebranding Process

rebranding a company can be a daunting task for any organization there are a number of reasons for rebranding from a merger or acquisition to a change in leadership and vision whatever the reason for your rebrand we will take you through the process without surprises and panic working with executives and implementers to achieve your goals process begins with an assessment of your brand a close look at every touch point where customers interact with your brand we look at your desired brand perception how you want customers to perceive you and then with surveys and analytics we look at how your customers are actually perceiving you if these two perceptions don't align and they usually don't we have identified your brand gap and that is a gap that has to be filled we will create a brand strategy that will position your company as a unique and preferred brand where your desired perception and your customers perception of your brand are one in the same implementing the brand strategy is where we back up big ideas with action will provide the tools to communicate your new brand throughout your organization so every employee can become a brand evangelists and then will work with your team to create easy to use templates and guidelines so that all of your customer touch points provide the brand experience you want your customers to have result is a strong preferred brand with engaged customers and ultimately more revenue

https://youtu.be/e81vy05exTQ

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5 Successful Rebrands And What You Can Learn From Them

a brand is more than the company name and logo but a strong brand starts with a great name and logo whether you're starting a new business or have an existing business ask yourself does your logo reflect your true brand if it doesn't consider rebranding your business now good rebrand can shed new light on a business connecting it with customers in new and effective ways rebranding can be intimidating but it doesn't have to be and here are examples of brands that have used proven strategies in their successful rebrands let's start with MailChimp MailChimp is a web-based email marketing service that is used by in their own words more than 15 million people and businesses around the world they're features of integrations allow marketing emails automated messages and targeted campaigns to be sent out to customers with detailed reports to track progress now we tend to notice big redesigns and rebranding disastrous but sometimes small tweaks and restraint are more effective taking stock of what's there optimizing the design and then distilling it is often a better strategy than a complete overhaul MailChimp didn't want to create a new brand it wanted a facelift and subtle changes that maintain the character of the original and here's our takeaway if your current brand works for you don't mess with success consider improving and tweaking what you already have to make it clearer and more refined but there are times when you need a dramatic brand reboot and that's exactly what Kodak did after the death of film Kodak had almost completely disappeared from the consumer market finding most of its success in large-scale printing systems and the enterprise market Kodak sought to embrace its rich tradition with her updated logo they didn't want to toss out their iconic brand for something foreign and instead chose to incorporate the company's storied history into their new design it was a great strategy for Kodak to evoke their original branding in the redesign by including their instantly recognizable color scheme into their rebrand Kodak was able to keep the company's legacy at the forefront of their customer Mines and here's our takeaway sometimes looking to the past can help you update for the presence using visual and design cues you're in company's history can help your current Brandt be more relevant now there are also times when you need to look to the future and that's exactly what Google did with its rebrand Google's redesign of the multicolored logo was highly publicized and roundly criticized when it was first released the web was flooded with people complaining about how terrible the new logo was the logo redesign kept off a year transformation at Google including the introduction of their material design system used in the Android mobile operating system and across all Google Apps Google has been reinventing itself to meet the challenges of mobile devices and the logo redesign was part of this process now Google referred this in their original announcement of the redesigned logo by saying quote our brand should express the same simplicity and delight they expect from our homepage while fully embracing the opportunities offered by each new device in surface Google's redesign hundred the character of the original logo and managed to push it into the future and here's our take away think about where this redesign fits within your entire branding system and make sure you consider cross-platform and future usage possibilities if you rebrand but the public doesn't love the new brand don't panic embrace your critics and roll with the punches and that's exactly what Airbnb did with its rebrand Airbnb is original goals for the new logo were lofty it's a symbol that like us can be long wherever it happens to be it's a symbol for people who want to walk them into their home new experiences new cultures and new conversations we're proud to introduce Bello the universal symbol of belonging the reaction to this was swift and vicious the new icon trended on Twitter for eight hours it was mocked and parodied mercilessly Airbnb cleverly anticipated the reaction to the new brand creating a microsite called create Airbnb allowing people to create their own versions of the Bello knowing how to work criticism into your branding efforts with humor and grace is an excellent strategy for turning a potentially negative situation into a positive and memorable Ariane's and here's our take away have a plan for how you're going to handle the response to your rebranding efforts and try to anticipate and integrate criticism and comments into the overall branding story you've created when possible involve your customers and potential customers in your rebrand efforts and that's exactly what Mozilla did its recent rebrand web browser pioneer Mozilla's recent rebranding didn't just anticipate the inevitable criticism their entire process was built on the input and critiques of their community the entire process of redesigning Mozilla's brand was done publicly and in the open many high-profile design thinkers thought the rebrand was a success our takeaway while not every business can do what Mozilla did every successful rebranding effort should strive to incorporate some feedback from your target audience and customers now branding can be challenging but a great logo doesn't have to cost thousands or tens of thousands of dollars consider enlisting the help of crowd Springs community of over 200,000 creatives who have worked with tens of thousands of businesses to create great brands and rebrands crowd spring logo projects start at several hundred dollars including fees invest in your brand today to be more successful tomorrow [Music] if you're looking to learn more about starting or growing a new business click the link below to download crowd Springs free ebook stand out an entrepreneur guide to starting growing and managing a successful business

https://youtu.be/4_-xd986acg

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Let's Talk About Brand Identity: Ryan Learns Something

We all know what a brand used to be, but what is a brand now? These days just about anything can be a part of a brand identity. From a tweet, to a concert, to some guy getting shot out of a thing over another thing. Brand identity is not just a logo, website or business card anymore. For some brands color is a huge part of their identity like UPS and brown it's not just any brown it's a very specific pantone color called Pullman brown and UPS has it trademarked. Same with Tiffany's robin's egg blue and the Home Depot's orange, Target's red even the minions yellow- sorry kids. While it makes sense for brands to protect their identities some are a bit more aggressive than others, like when Louis Vuitton unsuccessfully sued Chewy Vuitton dog biscuits, or when the North Face had to settle out of court after trying to sue the pants off of the South Butt. some brands are finding out that it's better to be lenient, even encouraging consumers to play with their brand identity Doritos has made it a tradition to crowdsource their super bowl commercials that's a whole lot of tortilla chips, or Scion which embraces the aftermarket industry. Lego is particularly good at this, they have a website where fans can submit their own designs to be put into production top designs right now include the Titanic, the International Space Station and the Ghostbusters headquarters just goes to show that Lego knows it's brick is just as important maybe more important, than the logo but some brand identities just don't need to be that fluid. Look how little the Ford logo has changed since 1909 same with Starbucks, though their latest rebrand is a little different, and you probably noticed Uber rebranded recently. Brand identity has become such an important part of our culture that any change or update is now big news, which is kind of crazy, but it makes sense. logos are some of the most recognizable symbols in the world so it's no wonder we treat them like celebrities they basically are. A quick image search for logo tattoos comes up with a disturbing amount of results showing just how obsessed with brand identity we really are. From a logo on letterhead to a logo on someone's forehead that's just a taste of how far brand identities have come.

https://youtu.be/EhzbfM8BG0k

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What makes a truly great logo

This is Michael Bierut. “I’m Michael Beirut. I'm a graphic designer” You might be familiar with is work, but interestingly he thinks that logos are just kind of overrated. "I'm actually often very ambivalent about them." Let’s back out a second. What is a logo? Basically a face of a company. "Some are beloved. Some... the swastika is a logo and it's reviled. You know?" They have to work at tiny sizes, and huge. There are three specific types. First type is the Wordmark. "the wordmark is the easiest one. And it's the one we're all the most familiar with. I mean John Hancock's signature is kind of a word mark. It can look crisp clean and modern like the new Google logo looks. Or it can look somehow that it has roots in a shared heritage the way the coca cola logo looks. You know?" The second is PICTORAL. "Pictoral logos often function as a kind of rebus. It's a picture, and it's identifying the name of the company. Sometimes directly like Target. Sometimes indirectly like LaCoste." The third kind is kind of the holy grail. Abstract inconography. "The third type is favorite kind of category because it just seems almost like magic." As a designer people will come to me and they'll say I want something like the Nike swoosh. They think the Nike swoosh was the Nike Swoosh the day it was drawn. But it was nothing the day it was drawn." The company that birthed nike commissioned a design student named Carolyn to draw some ideas. The Nike founders didn't really like it. "They sort of said awww let’s use that one." It wasn’t an overnight success. And then they started putting it on the sides of shoes. The shoes were good and then the genius of Nike's marketing apparatus made us further associate that product not merely with performance athletic gear but with the very idea of athletic achievement itself. And that's how over a long time a little mark means something big. "That’s exactly how religious symbols work – it’s obviously not just anything inherent in about these shapes, but what these shapes have come to represent in the minds of the people who are looking at them." But there's a fourth type of logo that goes beyond these three types, and can use elements of each of them: The Logo System. A kind of framework, but one that can have endless permutations. The first huge, popular example of the logo system would be MTV. But google’s daily “doodles” are another great example the logo system – a familiar mark that also can point to other ideas and issues. This approach all has to do with technological change. "It used to be if a company was doing a logo there'd be this military operation by which it would be inscribed on all their equipment and on their airplanes and their retail facilities and gold pins and cufflinks would be made for the executive suite and put on spitoons in ashtrays, the top of the skyscraper, and everyone’s business card. Right? Nowadays none of that’s important as an email signature or your twitter avatar or the little thing that sits next to your URL. Those things are much more ubiquitous and they can be changed at the drop of a hat.” Bierut used this system approach for his Hillary Clinton logo. "we wanted to have a mark that could reflect the electorate, and reflect the issues. The simple forms that comprise the H with the arrow in it are actually designed to hold not just two colors such as red and blue, but any colors you want" The use of logo systems seems to be continually on the upswing – probably because it allows the the brand using it to expand the conversation beyond it’s own name. "The logo really reminds people that’s what our priority is today." But at the end of the day, regardless of the shape, style or system, it might not matter what the logo is. "It really is about thinking of these symbols as being empty vessels in a way. And then you pour the meaning into them. Some vessels are better at holding one kind of meaning." So what’s this all add up to? Basically, those fights people get in about new logos are pretty misguided. "They think they’re judging a diving competition, but actually all these organizations are in swimming competitions. It’s not what kind of splash you make when you hit the water. It’s about how long you can keep your head above that water." Logos need to have a long life, not win points in a discussion. 12 years after the birth of the nike logo, Nike came back to that graphic design student Carolyn with a gift "A Nike ring with her own trademark on it, the swoosh. Thank you very much it's beautiful." And an undisclosed amount of Nike stock. "Wow." In 1973 when it was designed, her was $35.

https://youtu.be/RBTiTcHm_ac

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