It was Johann Wolfgang von Goethe who once said: ‘A man can stand anything except a succession of ordinary days.’ That is, once it becomes routine, we get bored. Same old, same old, we’ll mutter to ourselves, and move on, barely taking in whatever it is before us. How many of us have ever studied the side of a Coke can? Probably not many of us, we see the product almost every day, we’ve grown used to it. Our brain fills in the blanks and broad-strokes what we see.
And it’s as true of days as it is of business. Even the most long-lasting of companies needs a refresh sometimes. And with good reason – a breath of fresh air can turn your company’s fortunes around. It can transform a company previously thought of as irrelevant into one which is relevant to its market. Or differentiate your company from your competitors. Or ‘de-toxify’ your brand’s negative image.
Of course, you can’t just conjure up a rebranding concept from scratch. It takes time, research, a strategy for approach. Ask yourself what your end-goal is, why you’re rebranding in the first place, and how are you going to go about that? It could be as small as a logo change, or a total overhaul, from the name to your company colours and slogan.
A seriously successful rebranding has been undertaken by fast-food favourite, McDonalds. You’ll notice a major difference between the McD’s of the 1990’s to the one we see today, which had funky seating areas, and green shop-fronts which highlight their eco-friendly commitment. The rebranding changed the quick, easy, greasy connotations into a fun, friendly, environmentally-sound statement of intent.
You can learn just as much from those companies who fluffed up their rebranding as those who were successful. Like the diet candy company, Ayds, who decided, after a long-long-long process, to change their brand name due to connotations with the newly discovered AIDS virus. They changed it to… Diet Ayds. That stubbornness ultimately ended the company.
In 2008, Tropicana switched out their traditional packaging for a trendy new design. Sales dropped 20% as customers felt they’d lost their old, trustworthy product; the new style was condemned for being bland and generic. Just a few weeks later, Tropicana switched back.
And once your rebranding operation is underway, what better way to communicate that to your customers than with direct and eye-catching leaflet delivery? That’s where we can help. We’re experts at everything from print services to demographic profiling and distribution. For more info on what we do, how we do it, and how we can help you, simply contact us on 0800 028 6353 or email enquiries@directletterboxmarketing.co.uk and our team will be happy to help.
