When a brand has been around for some time, it is a good idea to infuse new life and vitality into it through re-branding. Of course several brands engage in this activity for many reasons. Some of them even to save face and create a better impression after a catastrophe that they had survived!
But in general, it is good to give things a face-lift, as it were. It goes a long way in increasing relevance and value. While holding on to how things used to be, you might think that it reflects a classic, traditional image to your customers. But what they might think is that you don’t care enough to freshen things up and stay relevant even after times have changed!
Moosehead has gone into this exercise with an aim to appear fresh, more modern, more relevant to the younger consumers and more Canadian. What’s Canada without a great big moose, right!
While brands should consider re-branding to increase relevance and value amongst consumers, it is important to carefully consider everything, see the larger picture and then get into this exercise. Because an exercise such as this, doesn’t come cheap!
The branding must reflect the essence of who you are – that is most important. And who you are, must resonate with your audience, or the whole thing is a lost cause.
Re-branding makes you most relevant with your existing customers and it also positions you as an attractive option in front of newer and wider audiences. You appear new and fresh and attractive. You want to appear that you are going places and evolving into something better and newer. And all this contributes to business growth.
Maybe you want to completely re-position yourself. You wish to widen your audience base and broaden your appeal.
Regardless of why, ensure that your re-branding exercise makes you appealing to both the customers that you already have and the ones that you hope to get onboard. Don’t get taken in by fads and passing trends.
And when you do re-brand, ensure that the essence permeates every bit of who you are, consistently and thoroughly from top to bottom - from your website, to your apps. It has to be consistent and authentic and you need to keep at it. That is the only way this will work.