Brand images occasionally get worn out. As times change, a brand’s strategies and marketing should change as well. A brand who is stuck using only print media, is definitely behind much of its competitors. Brand images should be one in the same.
Rejuvenating an image helps a firm sell new products and can bring a load of new customers. Additionally, using previous aspects of an image of a brand allows the company to keep previous loyal consumers and those who are used to, and appreciate the original version. The ideal rebranding method would be to remain consistent with a previous brand image while at the same time bringing new elements in, to expand the target audience.
If a brand completely redid an image, it would risk losing all of its current consumer base, if there is any consumer base, then that is an issue. An example of this failure, would be Nokia. At one time, Nokia was a lead competitor in the cell phone industry. Nokia did not keep up with Apple and Android in the marketing world, which caused them to sink. Regardless of how great a brand is, and what they have to offer, if that is not well represented in the brand’s image then the consumers don’t know about it, as they should.
Rejuvenation done well, can be done through use of the following 4 elements.
Help former customers rediscover the brand
Former customers need to be brought back to the brand. Though, these customers need a reason to do a u-turn. For the customers that have become ex-customers, coming back to the brand will be almost sentimental. For the other consumer, never having been loyal to the brand before, usually the younger age group, the brand represents a completely new experience.
Offer timeless consumer value
Connecting the have-been-consumer with the new consumer group, requires attention to some timeless value such as authenticity (refreshing), simplicity (refreshing), or a compelling brand story or heritage (also refreshing).
Stay true to original, but contemporize
When making the connection, the message should stay true to the backbone of the brand, what made the brand recognizable and great. Then the brand can be contemporized, as it should change alongside change.
Successful rejuvenation involves building a brand community through use of a website, social media, mobile access platforms, and other marketing techniques. Putting energy back into a brand and allowing consumers to hear/see about it, gets people on board with the brand. Watching a brand come back to life, is exciting. People will then begin to spread the word about the “new and improved” version of the brand, and hopefully the brand will continue to evolve, and improve.
Clow, Kenneth E., and Donald Baack. Integrated Advertising, Promotion, and Marketing Communications Mymarketinglab With Pearson Etext Access Card. 7th ed., Pearson College Div, 2017.