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Brands, like people, need a makeover from time to time. For large companies, a more current image model or a flashy new promo is sometimes needed to get back in touch with a customer base, or to arrest declining sales. Startups, on the other hand, use re-branding as a transition tool. For most, it becomes a ‘hit or miss’ approach while the company is still trying to find its identity, wondering if there are more reliable strategies to successfully freshen up one’s brand image and reinvigorate customers’ response to the product.

Entrepreneur Philippines asked two branding consultants to share their views on the subject:

1. Reinvent, but keep things recognizable

Omar Daniels, who runs online marketing consultancy SynMark Inc. shares how a top international brand tried an image makeover that went awry.

“A well known juice brand repackaged their juice boxes, and went away from its traditional orange packaging. The company wanted a facelift, and was trying to appeal to a broader market with a neutral, more streamlined look. The result was a disaster, as customers were complaining that they couldn’t find the product in their local grocery, when in fact, they were available but just in a different package. They eventually had to switch back to the old orange boxes,” he said.

Lesson learned? Daniels says trying to grab a new customer base is well and good, but companies should always be wary of compromising the image of the brand.

“Identify what brand attributes attract customers to buy your products, and try not to tweak them too much. Keep the general theme, color schemes, and illustrations intact and try to only change some details. Of course, a complete image makeover may sometimes become necessary, but doing things in small increments over a gradual period helps with the transition. Customers are fickle, and most of them don’t like surprises,” he said.

2. Make re-branding a part of the planning process

Re-branding is often a drastic reaction to an immediate threat, like dwindling sales. Sheila Javier, formerly a brand consultant for the LKG Group of companies and Texas Instruments Philippines, says companies should look at the market before making a decision to change your image.

“Before you start, check out what your competitors are doing. Sometimes, it’s not branding, but lack of innovation that sets companies back. If you then decide that re-branding is the way to go, be cognizant of not shocking your core audience, or you risk losing them to the competition” she said.

Javier adds that no company can overlook the importance of re-branding, and advises business owners to set timetables to determine when they will need to freshen up the brand.

“Whatever you do, never neglect your research. It can sometimes take years to determine what your brand means to people, but this process is worth it for your image makeover to work. It’s also important to get everyone involved, from PR to Marketing, but keep in mind that the final product should always be a result of a conscious and scientific effort to build your brand back up,” she said.

3. Play up your strengths

A good illustration of a successful re-branding is the one undertaken by computer and accessories manufacturer Apple Inc. According to Daniels, Apple was a powerhouse in the beginning of the computer boom, but lost touch with its base and started to fade into the background until it started reinventing itself.

“Apple has found that an effective method for rolling out a new image is to make a lot of initial noise with consistent messaging around what's new, followed by a steady campaign leading up to and through a product launch. It’s called ‘generating good buzz’, and Apple is the master when it comes to this. Now, they are seen as a ‘hero’ company, with a constant line of innovative machines that customers perceive to be superior to other brands,” he said.

Javier believes that even small companies can take advantage of re-branding efforts to nab more customers.

“The trick is to always play to your strengths by carefully studying your advantages and putting that at the forefront of your marketing campaigns. Highlighting cheaper prices, quality of service, etc. will go a long way to convince people about your product, and also preserve the ‘goodwill’ of your brand,” she said.

While there is no set timetable for a re-branding process to work, it always pays to have an open mind about when you need to apply a fresh coat of paint to your business. By using customer feedback and constant communication with your frontline people, you can determine when it’s time to pull the plug and reinvent your company’s image, and give you a great head start when you need to reinvent yet again.

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