Rebranding is having a moment.
For some brands, it’s been a matter of surviving the turbulent business climate. And for others, it’s been a response to the fluid social environment. No matter what the motivation, though, a rethinking of the brand is on the radar for many businesses right now.
That’s why it seems an appropriate time to look back on the top rebranding trends for 2023 for inspiration and guidance on moving forward.
Here are some of the main gear shifts we’ve witnessed this year.
Meeting Customers Where They Are Now
We know the customer experience has already been a top priority for brands — or it should have been — but with all that’s happened this year, some have stepped up in amazing ways. For example, retailers and restaurants began offering curbside pickup or home delivery, personal shopping, and video appointments. They rebranded with an eye toward exceptional customer service that would get (or keep) their products and services in the lives of customers no matter what.
A favorite example of this is a local boutique we ordered from at the beginning of the pandemic. While we couldn’t shop in the store at the time, the owner personally delivered the item to our home. They could have shipped it, but instead they went out of their way to make sure we received what we needed. Now, just eight months later, they are opening their second location — at a time when many small businesses are closing their doors.
Meeting the new and unprecedented needs of customers in a crisis is a top rebranding trend for 2023.
Rethinking Social and Racial Stereotypes
This has been a tumultuous year, especially in the way of social justice and racial equality. For some brands, this resulted in a complete rethinking of their brand — even ones that have been around for decades.
In the early part of the year, Land O’ Lakes removed the native woman from their packaging. She had been a part of the brand image for almost a century. The brand didn’t directly cite racial or social reasons for the rebrand, but that’s how the public saw it anyway.
Other brands, such as Aunt Jemima, took the same path in removing the face of its brand. Trader Joe’s considered a similar move, but later reversed the decision to revamp its branding on products some thought to reinforce stereotypes.
In an effort to attract younger consumers with an eco-first mindset, brands have been building sustainability into their products, services, and processes (remember, branding is more than just a logo). Sustainability is one of the top rebranding trends for 2023, with big names like Clorox and Pottery Barn focusing on environmental initiatives this year.
Restoring Trust and Reputation
Due to rampant misinformation this year, brands are faced with picking up the pieces of damaged reputations — and some are actually doing something about it. Social media networks like Facebook and Twitter have faced loads of scrutiny and backlash but have implemented features like labeling to indicate when information is misleading or inaccurate. They have taken action when dangerous groups have formed on the platforms in an attempt to restore users’ trust in the social communities.
Of course, rebranding with new procedures and processes doesn’t necessarily equal immediate relief. It may take brands several months or years to recuperate this scale of loss, yet it’s necessary if businesses want to survive.
Embracing an Era
Embracing change is necessary for brands to stay relevant in the marketplace. Brands should focus on adapting to the new age digital environment and incorporate them into their advertising campaigns. Sometimes organizations take too long to adjust their brands according to the current age requirements, which hampers their progress. A leading futurist and innovation expert, Jim Carroll, opines that 10 percent of companies survived and flourished during the recession period from 2007 to 2009 by explicitly investing in world-class innovation. They embraced emerging technologies despite the economic slowdown.
It emphasizes using visual images and eye-appealing colors to attract the users' attention and stimulate the senses. As a brand, you must be able to send your message with these elements to impress them as much as possible. It includes vibrant colors, face icons, and bold and fancy distorted fonts for maximum attraction.
Doing More With Less
Sometimes an overdoing of promotion could go bad for a brand. Studies have demonstrated that the rate of engagement goes down whenever brands make their presence felt on more and more social media. So, you must make a smee to focus and perform well on a few selected social media platforms you choose to target those platforms where your future customers are most active. This approach also says that as a brand, you should give importance to the areas you are comfortable with and investing in them will lead to success.
Substituting Letters for Icons
People love to read short brand names, and rebranding can make that happen. The current trend is the use of one-word brand names. So brands are focusing on using letters and icons in a balanced manner to capture attention. There are several tricks to replace letters with icons. One option is that the shape of the letter and the icon should match each other so the audience can easily read and understand them.
Every organization exists with a mission, and this should reflect aspiration. This often defines why a specific brand carries out the work. It is supposed to do when organizations find that they have a profound mission and some hidden core values which their present brands do not represent.
Humanizing Brand Personality With a Mascot
Mascots are an extension of your brand personality. Not all of them are logos. They are extra branding elements to reinforce your brand message. They help to attract the maximum attention of your audience. Many big businesses use mascots to rebrand to create the full effect in the audience's minds.
Using Humor and Satire
Marketing and humor go hand in hand. It can get a quick audience response if it is used correctly. If you are trying to connect to your audience on a personal level, you should effectively incorporate humor into your advertisements. Connecting with a brand is like connecting with interesting people with great spirits. Your brand personality should be full of wits that make it look stand out.
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Learn More About Rebranding
Are you curious if new branding is a smart move for your business? Read this guide to rebranding, or take a look at the top rebrands of 2019 to see how things have changed.
If you are ready to learn even more and earn your certification, check out our Post Graduate Program in Digital Marketing, in partnership with Purdue University. This comprehensive program will provide you with the latest and greatest concepts, skills, and knowledge of the tools every successful digital marketing professional needs to know today.
1. Why is rebranding necessary for a brand?
A brand needs to grow or evolve, so rebranding is necessary. It helps brands to evaluate themselves over time to reshape their current market status, appeal to a broader group of customers, or seek expansion to a new place.
2. What is a complete rebranding?
A complete rebranding happens when unique product launches or services are introduced to an organization. It could also be due to any structural change or acquisition. In these instances, a complete rebranding helps to reflect the update and the future course of action for the brand.
3. Is rebranding a practical idea?
Rebranding is one of the most effective ways of setting apart your company's services and approach from your competitors in the market. It represents your company as the expert in its niche areas.
4. Can rebranding help to increase sales?
Rebranding can augment your sale. It will help you actively communicate with your target audience, create brand awareness, and thus encourage people to invest in your products and services.