{"id":413,"date":"2015-01-07T21:39:00","date_gmt":"2015-01-07T21:39:00","guid":{"rendered":"https:\/\/viamarketing.wordpress.com\/?p=413"},"modified":"2022-11-08T17:46:33","modified_gmt":"2022-11-08T17:46:33","slug":"via-idea-37","status":"publish","type":"post","link":"https:\/\/viamarketing.net\/blog\/via-idea-37\/","title":{"rendered":"VIA Idea #37"},"content":{"rendered":"

Rebrand For a New You!<\/h2>\n

Southwest, Gordon Food Service Store and Pizza Hut all rebranded in 2014, each for their own reasons. Let\u2019s take a look at what makes a good reason for change.<\/p>\n

\"\"<\/p>\n

Southwest\u00ae’s<\/a>\u00a0new brand has a clever three-colored heart and bolder colors. Rebranding came about because of their new international flights, their purchase of AirTran and the fact that Dallas\u2019 travel restrictions are being lifted, giving them more opportunities. Forbes criticized the move saying it\u2019s too soon, and Southwest should have waiting until their performance matches their new excitement.\u00a0\u201cSouthwest became a great brand by adopting a fun, low-cost, friendly brand position.\u00a0These days it doesn\u2019t seem to be any of these.\u201d\u00a0<\/span>Forbes 9\/17\/2014<\/a><\/strong><\/span><\/p>\n

\"\"<\/p>\n

Gordon\u00ae Food Service<\/a>\u00a0<\/strong>introduced a new logo, tagline and name, saying in a press release this is \u201cpart of the evolution of our corporate brand.\u201d They took away the GFS acronym, and are leading with the name Gordon as a way to emphasize they are a family business. We like their new tagline: Always at Your Table. They sent a postcard to customers and created a\u00a0landing page<\/a>\u00a0<\/span>to fully explain the story.<\/p>\n

\"\"<\/p>\n

The new\u00a0Pizza Hut\u00ae<\/a>\u00a0<\/a>features ten new crust flavors, six new sauces, five new toppings, and four new flavor-pack drizzles. You can choose from \u201cover 2 billion combinations of pizza.\u201d All of those changes demanded a new look!<\/p>\n

January is a time for reassessments, and the New Year turns our attention to what we can do better. Has your company gone through changes that would make it a good candidate for rebranding?<\/p>\n

A brand is so much more than a logo.<\/strong>
\nYour logo expresses the essence of your brand, and it should be meaningful and powerful. Most of the time companies rebrand to build lost market share. You should rebrand when:<\/p>\n

    \n
  1. You are not telling your full brand story. You\u2019ve grown and evolved since the original identity was created, and you need to communicate the new direction.<\/li>\n
  2. Your audience has changed, and their needs have changed. Some brands need to change in order to stay relevant to new generations.<\/li>\n
  3. Competition forces you to set yourself apart in a more meaningful way. Companies use rebranding as a way to make people take a fresh look at themselves.<\/li>\n
  4. Your current identity has been\u00a0damaged. Your reputation may have been hurt by bankruptcy or some other kind of crisis. Some use rebranding to hide malpractices of the past.<\/li>\n<\/ol>\n

    RadioShack\u00ae’s and Hershey’s Rebrand Were Total Failures.<\/h2>\n

    \"\"<\/p>\n

    Radio Shack switched its name to The Shack, but didn\u2019t change the product or philosophy along with it. The lesson is to make sure you have a good reason to rebrand.<\/p>\n

    \"\"<\/p>\n

    Hershey wanted to create a \u201cfresh and modern interpretation of the beloved Kisses icon.\u201d The company replaced a photograph of a silver Hershey\u2019s Kiss with an animated, solid brown version. Sadly, the new Kisses looks just a bit too similar to a certain online emoticon, often used on social media to depict feces.<\/p>\n

    Why does rebranding fail?<\/strong><\/p>\n

      \n
    1. There is a lack of true change. Just changing the name will disappointcustomers who will be looking for a good reason to give you a try.<\/li>\n
    2. If you rebrand based on an aspiration, you may be biting off more than you can manage. Keep the change reasonable and attainable.<\/li>\n
    3. Your brand statement is not plainly stated. Vague brand positioning or one that is hard for customers to understand\u00a0will cause problems. State your claim clearly and deliver on that promise.<\/li>\n
    4. The entire staff must all be on the same page and know what is expected at every touch point. A brand is something you do. The CEO must lead and be an example. If the charge doesn\u2019t start at the top, the effort will fail.<\/li>\n<\/ol>\n

      Final tips<\/strong>
      \nIt\u2019s vital to estimate the cost of rebranding before you get started. Larger companies will have a large list including a multitude of signage. Smaller companies are more flexible and will use rebranding as a growth maneuver. Both will need to change mission statements and create a marketing plan for the roll out. A name change will require papers submitted to the secretary of state. This great\u00a0      infographic<\/a>\u00a0from Entrepreneur Magazine has more examples.<\/p>\n

      VIA Case Studies<\/h2>\n

      \"\"<\/p>\n

      Simple and clean, inspiring and inviting, the new logo represents the IBT’s merge to the Classical Arts Centre.<\/p>\n

      \"\"<\/p>\n

      By using strong graphics and a bold typeface the updated Smith Animal logo will stay relevant for generations.<\/p>\n

      \"\"<\/p>\n

      Capstone’s updated logo and name combines the original typeface with a vivid color scheme and more. Adding “Design and Renovation” expresses more clearly who they are.<\/p>\n

      \"\"<\/p>\n

      Buzz Packaging needed an identity. They relied on an inconsistent typeface. The new look is bold, defining, and impactful.<\/p>\n

      Contact VIA<\/a>\u00a0if you’d like a free consultation about rebranding your company.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Rebrand For a New You! Southwest, Gordon Food Service Store and Pizza Hut all rebranded in 2014, each for their own reasons. Let\u2019s take a look at what makes a good reason for change. Southwest\u00ae’s\u00a0new brand has a clever three-colored heart and bolder colors. Rebranding came about because of their new international flights, their purchase … <\/p>\n

      Continue reading “VIA Idea #37”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-413","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nVIA Idea #37 | VIA Marketing Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/viamarketing.net\/blog\/via-idea-37\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VIA Idea #37 | VIA Marketing Blog\" \/>\n<meta property=\"og:description\" content=\"Rebrand For a New You! Southwest, Gordon Food Service Store and Pizza Hut all rebranded in 2014, each for their own reasons. 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