Brands and Rebranding
Branding boils down and relates the essential story of your company. For your audience, branding represents the ‘why’ behind your products or services.
As a company evolves overtime, it’s occasionally necessary to reexamine branding strategy. Does the branding still represent the message you want to convey? Is it current or is it outdated? Does it cover all of the products and services you offer? Is it trendy (and possibly a trend that has since passed) or is it timeless? Does it still speak to your audience? Or does it need some minor tweaking or even major adjustment?
A Bigger Pizza the Market
In considering branding, all of these questions are important. That major company I mentioned asked themselves such questions and found that it was time to make some changes.
As a new company, they had focused on one particular product, but over time they began to over a wide variety of selections. Their branding, however, still focused on the original product. This lead to a somewhat subtle, but very significant, rebrand.
Have you guessed which company I’m talking about?
That’s right, it’s Domino’s. Originally Domino’s Pizza sold only pizzas, but eventually expanded its offerings to include salads, pastas, wings, and their ever-popular bread bowls. Oh, and those yummy cinnamon sticks.
It may seem like a small effort, but the rebranding campaign sent a message to the Domino’s audience. That message? “We’re more than pizza. Come back and give us a try.”
For a more in-depth analysis of the potential benefits of rebranding, check out this blog, “Brands and Rebranding: A Bigger Pizza the Market.”
A Controversial Rebrand
Domino’s isn’t the only major brand to update their logo (and other branding) to catch up with the times. In 2015, Google attempted to make a subtle change, which turned out to be pretty controversial, when they took their logo from a serif font to a sans serif font.
Though the rebrand got some heat for looking juvenile, it’s also been credited with the death of serif font logos.
While there are those who would not give the logo a second glance, it sent the message that Google is keeping up with its creative-type audience - bringing Google into the popular era of clean, minimalist designs.
Actionable Brand Research
It’s important to recognize that these changes weren’t made on a whim. Controversial or not, you can bet both Google and Domino’s gathered solid intel before choosing to rebrand. Each company conducted major market research studies and concluded that rebranding was their best course of action.
If this has you considering your company’s branding, but aren’t sure whether it’s necessary or even where to start, schedule a call with our research team today. Actionable Research specializes in consultative market research. We can help utilize marketing research to find solutions to your most asked questions.
