By Jenna Chwascinski
New Year, new me, right? That seems to be a favorite phrase this time of year. For some individuals this could mean the start of a new lifestyle, or maybe letting go of an old burden. But what about businesses? Maybe it’s time for a little update. New Year, new brand?
Rebranding can be a scary task, but it can be the jumpstart a brand needs to push them to continued success. Here are a few things to keep in mind while taking on the beast that is a rebrand.
Why are you rebranding?
As with any significant changes, research needs to be done before anything happens. While rebranding can lead to huge success for companies, it’s not always necessary. It goes back to the old adage “if it ain’t broke, don’t fix it.” If your sales or brand awareness is lacking, it might be a good idea to check out a rebrand. Don’t do this, however, every time you see a dip. It will confuse your consumers and could leave a bad impression.
Consider involving your consumers and employees. Let your employees know what this will mean for the company and consider their input. After all, your employees are your best (or worst) advocates. It could also be beneficial to see what your consumers think. This could be as simple as polling them about new logo options. You may want to offer a contest to create a new tagline or slogan. Getting your customers involved will make them feel more like a part of the brand, and probably more likely to stick with you after the rebrand.
Can we save anything?
Absolutely. Rebranding doesn’t mean you start fresh, it simply means you’re giving your
company a facelift. Some of the most successful rebrands contain consistencies from before the rebrand. Look at UPS. They still offer the same reliable services as they always have, and still sport the same signature brown color people have come to know. They’ve just changed their slogan a few times to appeal to a broader range of professions.
Keep it simple.
Don’t try to do anything too outside the box. I’m not saying don’t be creative, just keep it tasteful. If you’re sticking with your old logo, try to enhance your brand image by using the same colors and fonts. If you’re creating a new logo, keep it clean and readable. Make it something that will stand out against other similar brands so that it will be remembered.
Coca Cola is a good example of this concept. The popular company has succeeded while continuing to use the same colors and fonts in its official graphics over the years.
Planning is everything.
Details, details, details. Since you’re switching things up, it’s only natural to expect some initial confusion. This will often come from your consumers not knowing what will change or what to expect from the new brand. Make sure employees are prepared to address questions they may encounter.
In the end, it’s important to keep the best interest of your company in mind. Not everyone will be a fan of the rebrand and that’s okay. Don’t be discouraged by the negative comments, and be prepared to address problems as they pop up.
Who did it right?
Old Spice. This company kept the same logo, but changed its image to appeal to younger
consumers. Old Spice was typically thought of as deodorant that your grandparents would wear, but now they describe their product as “scent vacations.” Plus who doesn’t want to be like Isaiah Mustafa on a horse? “Smellcome to manhood.”
by Amanda Plachte
I love movies and I love lists. Out of pure curiosity, I conducted a web search to see what kind of movies there are that have a public relations theme within the plots. Much to my surprise, there are a lot. I recognize many of these films’ titles but have never actually seen them. However, a couple of them happen to be some of my favorite movies of all time.
The variety of PR-based movies available only reiterates the fact that this industry is huge. There are so many different avenues that an education in public relations can take a future professional. It appears as though I need to invest some time in watching some of these on-screen portrayals of my future career.
I stumbled upon several lists but most of them contained many of the same titles. This list in particular, The Top 15 Movies as PR Case Studies, was the longest; therefore, it contains the most titles for the movie binge I will soon enjoy.
- Wag the Dog (1997)
- The Queen (2006)
- Man of the Year (2006)
- The Devil Wears Prada (2006)
- Chicago (2002)
- Bulworth (1998)
- Thank You for Smoking (2005)
- Absolute Power (2000)
- The Hucksters (1947)
- Nixon (1995)
- Radio Day (2008)
- All the President’s Men (1976)
- Network (1976)
- Bobby (2006)
- Hancock (2008)
Another list, which came from the Truscott Rossman blog, was much shorter, with only five entries. Although two of the titles are repeats from above, this list contains some of my favorites: Nos. 3 and 5.
- The Queen (2006)
- Nixon (1995)
- Jerry Maguire (1996)
- Roman Holiday (1954)
- A League of Their Own (1992)
This Social Media Today post, 5 Social Media Lessons from Jerry Maguire Quotes, breaks down some of the key messages from the film. And who can forget seeing Tom Cruise screaming into his phone, “SHOW ME THE MONEY!”
A League of Their Own
This has always been a favorite for me, however, the PR angle was never the reason. With that being said, I can definitely see how this film landed on this list.
Set during World War II, American women were called to join the workforce while their male counterparts were sent to war. One of such jobs to be filled was that of professional baseball players and the general public had a difficult time taking the game seriously with female players.
Jon Lovitz and David Strathairn’s characters, Ernie Capadino and Ira Lowenstein, decided to give the league a rebrand. They redesigned the players’ uniforms, sent the women to etiquette school and promoted beauty in order to gain the audience’s approval and interest. Unfortunately, after its short-lived success, the league did not survive on its own. Just as many PR campaigns, it ran its course and then it was over. Many victories were had and lessons were learned but the one thing that Coach Jimmy Dugan (Tom Hanks) wants us to all remember is, “There is no crying in baseball!”