Learn From these 5 Rebranding Mistakes

Rebranding your company is definitely more difficult than developing the brand in the first place. There are plenty of companies that have tried to rebrand their name, logo, or design and have failed miserably at it. Here are their examples to learn from the mistakes of the past.

1. You Have More than a Name or Logo: If you want to change your company’s logo, be sure that you have a purpose behind the new logo and that it accurately represents your brand and your story. Restaurant chain Olive Garden recently decided to change their logo in an attempt to boost falling sales. Instead, their new logo was met with a great deal of criticism from customers on social media.
2. Don’t Forget Your Market Position: It takes a great deal of understanding to know what your customers want and expect from your brand. Knowing your market position in relation to your competition will make a big difference. When Tropicana orange juice decided to rebrand their packaging. The feedback from customers were complaints that the new package looked too much like generic store brand packaging instead of the premium looking brand.

Photo Credit: TheNextWeb

3. Forgetting Voice of Customer: Testing before taking the plunge is the best way to ensure that you get your rebranding right. Survey and poll your customers to make sure that you are in line with what they want, expect, and like. Do your homework. Yahoo! developed a new logo last year and before launching the new logo, they tested out and teased new possible logos for a month before the actual launch of the new logo design.

Photo Credit: TheNextWeb

Photo Credit: Yahoo!

4. Failing to Integrate the Rebrand: This is especially a problem if you have franchises or multiple locations. When you do rebrand, it must be set up with all branches, all employees, and all departments before pulling the trigger on the launch.
5. Ignoring Your Strength: Your brand should always represent your strength. Know what you are best at and make sure that