We live in a brand-driven society. Consumers look for trust and credibility and the best brands manage to instil these feelings while still effectively communicating what their business does and how it does it.
The Covid-19 pandemic has, in many cases, shown up the best and worst in brands. And those that have done well are those which have been agile and responded appropriately during a time of crisis.
The world as we know it has changed and those brands who don’t adapt will not thrive in the long term. So if you are considering a re-brand, now is the time to do it.
What is rebranding?
Rebranding is when a company changes its corporate image. In some cases it may be about designing a new logo, using new colours and adopting a new set of marketing materials. Or, it could run much deeper than that and involve a change of values and market positioning.
There are many reasons why a business may choose to rebrand, but most often it is to either reconnect with their customers and, or to differentiate from competitors.
Why should I rebrand?
Rebranding can seem like a risky move; you may fear that your customers won’t like it and or that you will lose brand recognition which you worked hard to build. However, a brand change also invites a public perception change and businesses in affected industries have taken the Coronavirus pandemic as an opportunity to redefine their purpose.
By investigating how your businesses can adapt to the current climate, you may find new avenues of opportunity.
A shining example
Pret a Manger is a great example of a business which has responded brilliantly during the Coronavirus outbreak. After a disastrous year in 2018 with their allergen crisis, the business managed to successfully turn around public opinion. They used customer feedback to make a lasting and meaningful change. Acting on their “doing the right thing (it’s what makes Pret, Pret)” tagline, they quickly responded to the pandemic by immediately closing their stores, operating as a takeaway-only business. They provided free hot drinks and discounts for NHS workers and recently have also launched an innovative subscription-based model of £20 per month, for unlimited hot drinks.
How do I rebrand?
With the world still in the throes of the Covid-19 crisis, rapid and appropriate action that links to a wider purpose is key to survival. If done correctly, a proactive rebrand can be an opportunity to grow, innovate and build trust with your customers. At Onstory, we can help you create and develop a brand identity that will connect you with your ideal customers, tell your story effectively and ensure you stand out from the crowd.
Photo by Paweł Czerwiński