Rebranding doesn’t come without its risks. In fact, there are plenty of challenges and potential pitfalls to navigate during the rebranding process. But companies that get it right can reap substantial rewards, including improved reputation, an uplift in sales, and overall business growth.
In this article, we will learn more about what makes a successful rebrand and discover five of the best company rebrands ever.
Five examples of successful rebranding
Here are our favourite five examples of companies that have rebranded successfully.
Email marketing platform Mailchimp has always been known as a fun and quirky brand, so when it was time to rebrand to reflect better the way the business had grown and evolved, it listened to its audience and made changes to improve the branding whilst retaining its heritage. It simplified its logo but retained its monkey mascot, which had become popular amongst its audience. When it launched its new look, it also launched an impressive library of hand-drawn illustrations to support the rebrand. This smart and strategic rebrand has helped Mailchimp go from strength to strength.
In 2016, The Co-operative ran into some problems as its banking business suffered a huge loss of £1.5bn, and its chairman found himself at the centre of a high-profile personal scandal. Needless to say, The Co-operative needed to do something quickly to cut ties with the banking division and change customer perception. The rebrand involved changing the name to Co-op, modernising the logo, and re-adopting a “members first” approach. It’s safe to say that the rebrand saved the organisation from ruin.
In 2003, the popular toy brand Lego lost £300m. It seemed that they had gotten a little carried away with spending money on launching all kinds of new lines, including clothing, theme parks, jewellery, and a video games studio, most of which were failing. It was clear that the Lego brand needed rebuilding. The most important thing that the rebrand did was listen to Lego’s target audience. They didn’t want clothes and jewellery; they wanted toys. Lego started making great Lego sets again, introduced the Lego Creators Initiative, and launched the Lego Movie. Lego is now the biggest toy company in the world.
In 2009, Domino’s Pizza was struggling. It only held a 9% share of the pizza restaurant market, and people said the pizza didn’t taste good. Domino’s listened to its customers, changed the pizza to make it taste better, and remained completely transparent throughout the process to win back customer trust. Next, it redesigned its logo and packaging and used technology to improve customer experience. Today, Domino’s are the largest pizza chain in the world.
In the late 90s and early 00s, the fashion brand Burberry had earned itself a bit of a reputation as a brand for chavs and gangs. Two English pubs even banned anyone wearing Burberry from entering their premises. To shed the negative connotations, Burberry embarked on a rebrand to reclaim its heritage. To do so, they enlisted the help of Harry Potter actress Emma Watson, who became the face of the company in 2009/2010. Soon, Burberry was being announced as “chic” again, and its revenue increased by 21%.