Rebranding
Today we are focusing on a topic that is always causing a stir in the brand world: rebranding. But no worries, we're not diving into dry theories. We're taking a look at what really counts.
🕙 It's time. When do you say "yes" to rebranding?
💪🏼 The quality of the product is more blatant than it looks: Your service or product is of very high quality, but you can't see it on the homepage, social media or packaging? Sad. An important time to upgrade the external image to show people out there: We've got what it takes.
🔍 You now know your target group and your product: the first 1-2 years in business are full of validation. What works, what doesn't? Who is actually our target group? The theory before the launch often doesn't match the reality after market feedback. An important moment is to adjust the branding after market validation in order to drive up the conversion rate and position yourself properly for the future.
🗺️ New goals, new paths: Has your company evolved and suddenly the old image no longer fits? A rebranding can be the key to clearly communicating the new brand direction and establishing a sustainable new positioning.
💥 Market expansion, please: Is the startup growing and looking to conquer new markets? Especially if everything was done in-house at the beginning for cost reasons (perfectly okay!), some touchpoints or marketing challenges were often not considered. Time for a rebranding that makes the brand internationally presentable.
🌬️ A breath of fresh air for old sails: The company has been in business for years, but somehow everything feels a bit dusty? A rebranding can be the perfect rejuvenating treatment.
👣 On the trail of trends: The world is changing at breakneck speed, especially in the design, marketing and tech sectors. Rebranding helps you stay on the ball and avoid being overrun by new trends.
😱 Everything new once, or what?
Hell no! If an agency tells you that, run far and fast! 🏃
A clever rebranding takes all aspects into account: The history of the brand, future visions, existing and potential sales and marketing channels as well as the current and future target group.
Effective rebranding identifies what the product or brand is missing in order to achieve corporate goals and create a long-term, sustainable brand identity.
This is not about a complete reorientation every two years, but about targeted adjustments.
Examples could be: Updating the logo with a new, eye-catching font while keeping the company's colors and imagery the same. Or defining the brand's "tone of voice" for the first time in order to standardize communication across all channels.
A rebranding should never blindly change everything, but rather specifically improve the elements that have not yet contributed optimally to the brand's recognition and trust experience.
Aperol - From classic to cult drink
Originally conceived as an aperitif for the older generation, Aperol has made a brilliant comeback.
Did you know that Aperol is over 100 years old? That's right. Aperol has been around since 1919.
But how do you manage to be THE drink today as soon as the sun comes out and you're sitting in the sun with friends?
With a clever marketing strategy that focuses on younger target groups and lively, summery events, Aperol has become the "in" drink at every summer party. The good Aperol Spritz has been around since the 1950s (we're getting a bit thirsty here).
After the acquisition of Aperol by Gruppo Campari, the brand ran a strong advertising campaign for Aperol Spritz and became more international. During these years, Aperol built strong connections with consumers through art, advertising, music and lifestyle. This led to a resounding success in Italy and worldwide.
The reasons for this success include
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Strategic advertising: The focus on Aperol Spritz in advertising helped to make the product internationally known.
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Cultural integration: Through its incorporation into art, music and lifestyle, Aperol became more than just a drink - it became part of cultural expression.
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International expansion: The expansion into international markets enabled Aperol to reach a broader target group.
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Brand loyalty through experiences: The connection with experiences and emotions strengthened consumer loyalty to the brand.
These factors contributed significantly to Aperol's development from a regional product to a globally celebrated brand. And here we see again (as in our previous newsletters): Branding happens at every touchpoint and is so much more than a logo and two colors!
Sure, there are a few more examples. Do you have a good or really bad one in mind? Why don't you send it over to us if you're up for it? We'd be delighted 😉
Inspo of the day 😎
Logo Quiz
So far so good, dear ones.
We say bye bye with a friendly reminder:
Rebranding is more than just a new logo or fresh colors - it's a realignment, a gamble that can pay off if it's done well. Your brand remains vibrant and dynamic, just like the world around us.
So, that's it for today. Stay creative and always remember: a strong brand is like a good recipe - always open to a new ingredient! And yet the signature dish will rarely change its entire taste.
Happy cooking, folks!
