Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Burger King
Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding correos, mozilla, toyota, bbva, instagram, starbucks
Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Rimowa
Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Burger King
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Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Dunkin Donuts
Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Mastercard

09/10

9 reasons to update the corporate identity of your brand


A full rebranding is always a challenging, dizzying task to consider. But it doesn’t matter how much work, time, effort and money it implies, sometimes this daunting process cannot be put off any longer.

Words by Little Buddha

The benefits of a strong corporate identity are incalculable. But, what happens then when our company evolves or our environment changes? If we don’t want to lose our competitive advantage, we must update our corporate identity

One of the most common fears when updating a corporate identity has to do with the changes that follow. After updating the brand’s image, it is turn to make changes to the packaging, at the office, factories, etc. Despite this, adjustments to the corporate image are a necessary cost that comes with growth.

Going to the dentist is not a walk in the park, but if you want to preserve and improve your teeth, you need to go regularly. The real problem occurs when we postpone the decision and one day, we realize that our teeth, or our corporate identity for that matter, are in a deplorable state. How many opportunities did we lose by not doing the proper maintenance? The cost is incalculable. Better to do an update every 5 or 10 years and assume packaging changes as an operating cost.

Let’s highlight what are the situations that might trigger your company’s next corporate identity make-up.

1. Your corporate identity’s image needs refreshing.

A plain need for novelty or for a more modern image is often the main drive behind a corporate identity update. But what timeframe are we looking at with which frequency should a company look at revamping its image? On average, companies update their branding identity every seven to ten years. If you haven’t performed any identity upgrade in that many years, chances are you need to get moving. Note: this seven-to-ten year window varies depending on your sector and competition. Be aware of what’s going in your sector and be quick to react if needed.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding correos, mozilla, toyota, bbva, instagram, starbucks

2. Milestones. Anniversaries.

A good opportunity to update your corporate identity is to take advantage of a milestone, or your company’s anniversary. That’s what German luggage manufacturer RIMOWA did. The German company celebrated 120 years of existence with a complete rebranding.

This is not uncommon for companies to take advantage of a new milestone to look into potential image upgrades. Why not do the same and use your next round-number anniversary to look into upgrade possibilities?

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Rimowa

3. The preferences of your target audience change.

Another reason to update your brand identity is a change in the preferences of your target audience, or in the general perception of your product.

Burger King’s motivation went beyond adapting to a “retro” design trend when they updated its image. The company wanted to communicate a change: simple meals with healthier ingredients. For this, it was essential to get rid of the strident colors, the brightness of the buns, and the high complexity of the imagotype. The name of the company between the two buns continues, but there was an adjustment in its value proposition. Another benefit that an updated in the corporate identity can provide.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Burger King

4. Una mala reputación.

Everybody knows the time-old adage ‘No one is perfect’. But as much as we cling to it as a life saving device through troubled times as individuals, it, unfortunately, doesn’t work with a business. When a company’s reputation is bad or drama hits your brand name, don’t expect consumers to forgive and forget. You need to quickly move on and go for a complete rebirth. Following a time of crisis, internal changes are usually the first to be implemented: new product range, new strategy and even new personnel or leaders. But that is not enough unfortunately. You also want to look at shedding your company’s old, tainted skin in order to signal to the public that you have pleaded guilty to your past flaws but that a new dawn has come for you.

Famous and successful post crisis face-lifts: McDonalds or Nike.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Nike

5. Your image has fallen behind and is somewhat outdated.

Although the corporate image should not change with each new fashion, the passage of time is an important factor. We must avoid being perceived by our clients as stuck in the past. Our identity must show us dynamic and in constant progress. Nissan and BMW are a good example. Nowadays, embossed logos have become obsolete and somewhat outdated, giving way to flat design, two-dimensional and minimalist designs, which in turn are better adapted to the digital world.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Nissan

6. Adapting to emerging demographics and new generations.

The older a company is, the greater the chance of its being perceived as “stale”. It’s a generational thing and sometimes, a brand simply needs to adapt to shifts in demographics. That starts with identifying and profiling the new target and adapting yourself to its standard and habits. In the US, Target is a perfect example of that type of move. The superstore chain was thought to be a low-end, outdated discount store and, seeing the emergence of rival Walmart, went into a full rebranding frenzy. They started by launching partnerships with millennial influencers, signed exclusive deals with designers such as Isaac Mizrahi, Mossimo Giannulli and Michael Graves and restyled their logos and corporate communication material. Now guess where the newer generation prefers to shop in the US?

7. You expand your products to other markets or broaden your product portfolio.

Depending on the industry, a company can be associated with a specific geographical region and that might be beneficial for the brand. Think about Belgian beers or French red wines for example, no need for them to adapt their styles and communication to their export markets : it is precisely that which makes them in-demand, a much as the product itself. With that being said, that local traditionalist approach to product identity doesn’t work in many sectors other than food. For instance, a European clothes retailer better adapts its visual language and identity before starting to enter, say, the Japanese market.

Otra oportunidad para cambiar tu identidad corporativa surge cuando amplias tu portfolio de productos o servicios y esa identidad ya no cubre los nuevos.

Before 2019, Dunkin Donuts was stagnant: In the United States, its revenue had fallen from $608 million in 2016 to $606 million in 2018. When consumers thought of Dunkin Donuts, they thought of it primarily as a donut business that also served coffee. However, for Dunkin Donuts, selling coffee and other beverages was more profitable than selling donuts. The path was clear: the corporate identity had to change to communicate that the business was no longer primarily donuts.

Same happens when Apple Computers launched the iPhone in 2007. The company changed its name to Apple and redesigned its image previously focused on the computer business. Since then, Apple has grown more than tenfold to become one of the largest companies in history. The key? Apple saw that computers were not the future and decided to design its strategy—and its identity—around this.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Dunkin Donuts

8. The Competition increased or new challenges appear.

When the competition is on our heels, updating the corporate image is a sign of strength and allows us to adjust parts of the discourse in order to adapt to new challenges. We are already seeing many of these image changes in sectors challenged by Big Tech. In this sense, banks and supermarkets are increasingly motivated to update their corporate identities.

Mastercard provides a good example: new payment methods boosted by the digital and mobile revolution motivated the company to adapt its image to the new environment.

After 20 years, in 2016 Mastercard changed its logotype. It was not a radical transformation: the concept behind the corporate identity and its visual elements remained. In other words, the concepts of “union” and “connection” continue existing in the interlacing of the red and yellow circles.

However, the new look is much cleaner, better suited for the digital realm. Another important decision was to remove the capital letters from its name. In this way, Mastercard downplayed the word Card, which is less and less relevant in a world of digital payments.

Following this trend, in 2019 the company removed the word “mastercard”. As a result, the image is now 100% adapted to mobile screens and payments without a physical card.

9. Undergoing corporate acquisitions.

That is also one of the main causes of rebranding, and also one of the most obvious. A union between two entities brings naturally and almost 100% of the times a change in image and identity. Under these particular situations, not only the company as a whole gets an opportunity to upgrade in brand images, but it is also more often than not an absolute must, if not a legal requirement. Same thing applies in the case of a schism between two corporate entities.

Branding Agency blog: 9 reasons to update the corporate identity of your brand. Rebranding Mastercard

As a rule a thumb, just keep one thing in mind: as far as corporate identity is concerned, the only constant is change.