With an increase in the amount of research potential customers do before either buying a product or service from an organisation, there are so many touch points of which a visitor can make an assumption on an organisation, be it a logo, a twitter feed or an online shop. 78% of Internet users conduct product research online, therefore it is highly likely that the way your brand is portrayed online is your prospect’s first impression of your organisation.
This demonstrates the importance of your online company brand. The image of an organisation, what it represents and what it is associated with is important, so much so that organisations consider changing the way customers perceive their brand to drive a benefit to the organisation.
According to Tech Target: “Rebranding is the creation of a new look and feel for an established product in order to differentiate the product from its competitors. Rebranding efforts may include a name change, new logo or packaging and updated marketing materials that includes the latest industry buzzwords. The goal of rebranding is to influence a customer's perception about a product or service by revitalizing the brand and making it seem more modern and relevant to the customer's needs.”
Rebranding to improve an image or change perception is nothing new, it’s commonly played out as marketing 101, but that doesn’t mean that rebranding is always necessary or indeed always a success.
In a fast changing environment, a transformation of a brand image which is managed correctly can communicate an improvement in the level of size, quality and innovation in the services or products an organisation offers.
If significant change is afoot, an organisation’s brand must reflect these changes so that innovation and improvement is perceived by the intended audience and stakeholders. In the example of Google, which refreshed its look and identity with the new logo, looking more defined and strong, but at the same time, simpler using a basic sans serif font.
Why Google decided to rebrand?
According to Google, there was a need of showing how you can interact with Google products across many platforms, apps and devices, anytime and anywhere.
“You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!” - Google Company said in a statement.
The original Google logo was mainly focused on one device – the desktop PC - but as Google products evolve, so must the brand and with it, the logo.
The Marketing Donut said, “Technology and business development are often inseparable from one another. Any brand associated with technology must keep pace within its sector and may have to consider rebranding to reflect changing trends.”
At Huble Digital we believe is essential to stay relevant and show progress of the business and sometimes rebranding might be a great option – and this way of thinking is backed up by Tamar Yehousha, Google's VP for product management, who confirms that with the new logo they have taken the best of Google (simple, uncluttered, colourful, friendly), and recast it not just for the Google of today, but for the Google of the future! What a marketing strapline!
Cynicism aside, we believe that Google’s rebrand is a good example of how it can be done. Google continues to be a pioneer in innovation and development, and has a large impact on consumers and society. With the benefit of hindsight, the time was right to share a Google product evolution, giving a refresh to the brand and reassuring its audience and stakeholders that it not only remains relevant, but has an ambition for continuous improvement of Google as a corporation.
Rebranding can also be risky as it is difficult to estimate the monetary impact and there is a risk that it could damage the brand perception – step forward examples such as Cardiff City FC, MasterCard and Animal Planet to name a few. Sometimes a small evolution is all that is needed to refresh your brand! Here are some of the most reported failures at rebranding!