Rebranding: Going beyond the logo (part 1)

Brand recognition issues

For marketers, staying relevant and up-to-date with the surrounding environment is like a maintenance process that their brands need from time to time.

This might include changing the brand's logo, brand name, image, marketing strategy and advertising.

Unfortunately, most of the companies operating in the region lag behind when it comes to brand recognition to start with.

And, according to Hughes, they still haven't quite understood that a brand is not just about what you say or how you present yourself. It is driven by the company's reputation, and how its people behave is crucial to this.

Yet, the biggest problem companies face in this part of the world is that they do not see the importance of developing a strategy behind their brand.

Instead, they tend to request strategic advisors to develop their business plans while ignoring their branding.

'A brand is not just a logo but something that defines the company, its values, and its operations. Economic and time investment into building a strategy brings the best results in terms of branding. But without a clear strategy it could be impossible to clearly define this.'

When to Rebrand?

Rebranding, however, is not the answer to every problem a company might face.

Experts highlight two main reasons; one is merging with another company and expanding offerings, while the second is having the brand glow fade and become outdated.

In several cases, The Brand Union receives cases where they recommend that a company is not ready to rebrand.

Hughes says that usually it is either due to them seeking a cosmetic change that is not supported by anything other than a subjective preference or that the company has severe business issues that need to be addressed first - a rebrand alone will not solve the problems the company is facing.

Some examples Hughes brings up on when to rebrand are: When a company launches a new service or product to an existing brand; when there have been significant market changes due to increased competition; when the brand is seeking to enter or attract new markets; and when changing consumer trends or demands leading to the brand not performing, lacking identity or losing relevance.

Important thing to consider is whether the brand is out of touch with the business or the marketing strategies of the company? If so, then it may be time to rebrand.

Rebranding how-to

Making the rebranding process a success requires an extensive study and the engagement of certain elements.

Hughes sums these elements up in six words: research, strategy, design, engagement, validation (and) evaluation.

'Believing that brands are an organisation's most important asset, The Brand Union links these elements to consistent, memorable and valuable brands. Our promise is to deliver bright ideas, beautifully crafted.

'This is based on our philosophy of Brand Mastery, a blend of art and science that grows memorable and valuable brand worlds for our clients. It's about harnessing all our disciplines and shaping them around the needs of our clients.'

As the market matures, Hughes sees that clients are realising their need for a brand agency that is not just focused on creating a new brand.

The Brand Union has set a structure around what clients need, revolving around three fundamentals drives:
Growth - the brand is clearly positioned but needs help to grow - to build market share, stave off competition, innovate or extend;

Direction - the client needs help in setting a direction - such as how to position or re-position their corporate or product brand; and

Protection - the client needs to protect the brand, which is being threatened by a lack of understanding or commitment from their employees or other key audiences.

'In essence, clients need help with: Growth, Direction and Protection (GDP). And GDP is a filter through which we can look at client business issues and help them prioritise and focus. This framework is designed to ensure that we look beyond PowerPoint charts and design presentations to consider what the client organisation is really trying to achieve,' Hughes adds.

Some local companies have managed to undertake successful rebranding, and we will be highlighting their experiences, and what happens next, in the next report.