We see it every day: the revamp, refresh, reimagine or relaunch of movies and TV shows from 10, 20 and 30+ years ago. Oftentimes, these new versions are met with protests from a fan base unwilling to allow the update or alteration of the classic worlds and beloved characters the fans have come to know. Similarly, refreshing a corporate brand, while necessary from time to time, may bring resistance and protest from supporters, both internal and external. Using Hollywood as our guide, let’s go through a few tips to ensure a smooth brand revamp.
- Ensure that while your look may be different, the product or service remains the same.A common question that comes up after your rebranding may be, “So, what are you doing differently?” Unless you are introducing new products or services, it is important to reassure existing and potential clients that although your look has changed, you remain committed to your original mission and level of service. For example, the remake of “Annie” doesn’t contain a curly, red headed lead character. Although that doesn’t change the story or content, advertising for the upcoming film will be necessary to reassure audiences that they will fall in love all over again.
- Don’t reinvent the wheel; stay recognizable. You don’t want to lose your brand awareness.For some, change can be scary, no matter how big or small the change. One of the major complaints heard about the new “Teenage Mutant Ninja Turtles” movie is that the turtles look very different from the widely popular versions from the early 1990’s. Make sure that when rebranding, the company name is strong and large, and if you’re changing the company name, make it identifiable. When Consultants in Marketing rebranded in 2009, CIM Marketing Partners was the next logical company name, as CIM was already its well known abbreviation.
- Make it good! You never want anyone to say, “You spent money on THAT?” or “Who approved this?”Finally, one thing that is always discussed about remakes in Hollywood is that many are just not good. Sometimes, the freedom to recreate goes too far, and the end result is less than appealing. There is no way to please everyone, but get second and third opinions to make sure that your new brand is attractive, strong, clear and true to your company.If your rebranding is done correctly, you’ll hear more praise than critique, and the new look will catch the eye of new clients, and make the process completely worth it.