3 brand identity lessons from major rebranding campaigns
Sometimes a brand decides it is time to overhaul its brand identity a bit by launching a re-branding campaign. The reasons behind a re-brand vary from pivoting their core business model to regrouping after a difficult time for the company.
What is brand identity?
Before we jump into it, let’s back up to define what brand identity really is. Brand identity is what sets you apart from other brands in your industry – it’s how your customers and target audience know who you are.
Now that we have that sorted out, let’s flashback to 2018 to learn how companies launched major re-branding campaigns and how they used these campaigns to complement their brand identity.
#1. Debenhams – a modern message and an updated brand identity
It isn’t easy to keep a 200-year old brand fresh and relevant. Debenhams is a legendary name in the retail business, but even legends recognize when it’s time for a change. In 2018, the company launched its first major re-brand since 1999.
Their creative team designed new digital and physical marketing materials using the same typeface as the revamped logo. The typeface is the core of the campaign and is consistently used across all of Debenhams’ channels.
The Lesson: Never assume name and reputation alone will set you apart. Your customers are savvy and will also pay attention to how you present yourself. Maintaining a strong, clear visual identity sets the tone for how your company is perceived.
#2. BBC Two – brand identity as creative storytelling
The BBC is another legendary name that went through a major rebranding campaign last year. BBC Two, one of the main channels for the public service broadcaster, worked with animators around the world to create 16 new idents.
Quick definition: Idents (or station identification) refer to when radio or TV channels identify themselves on-air using their brand name. Idents form an important part of a media network’s brand identity and, when done right, are easily identifiable by viewers.
As BBC Two’s programming style shifted over the last decade, it made sense to change the channels idents as well. The new idents utilize modern animation to present a creative take on the number 2.
The Lesson: Sometimes what you need to refresh your image is a creative and updated take on something your existing customers are already familiar with. Build on the most recognizable aspect of your brand identity instead of changing it completely.
Take a look at BBC Two’s new look for yourself.
#3. Three – connect your brand to what motivates your customers
This one is a little different since it was temporary, but it sure made a splash!
Mobile service provider Three temporarily rebranded to mark England’s World Cup exit”) select stores in honor of Team England during the 2018 World Cup. The new signage featured three lions (the English mascot) and the active participation of well-known English footballers.
Even though it was only for a few weeks, Three managed to capitalize on Fútbol Fever, without splurging on an expensive FIFA sponsorship. Part of this was because of how responsive they made the campaign. When the English team was forced out of the World Cup, they updated the lions with teardrops, mirroring the heartache of English football fans. All-in-all, it was a nice way to connect with customers and grab the attention of a nation.
The Lesson: Always look for ways to connect your brand to your target audience. That should be the core of your re-branding campaign. What is it your customers feel connected to? Find an authentic take on this connection and build on it.
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