Sometimes it can be painful to admit you need to change some things.
Change can bring about some really amazing things for a brand, so don’t worry too much.
It can be a little tricky to know exactly when to start rebranding, to help, here are some telltale signs and what to do to fix them.
Knowing When It’s Time to Rebrand
Changing Consumer Trends
One of the most common reasons to consider rebranding is following trend changes.
If your brand’s offerings no longer align with current health, ethical, or dietary trends, it might be time to reevaluate your brand image.
Loss of Relevance
Brands that have existed for a long time might lose relevance as new players enter the ring.
Sometimes it’s difficult to reach the younger generation when you have more dated branding.
Change the target market, and do enough research to make a sensible decision.
Negative Associations
Had any slip-ups?
A damaged reputation from recalls, controversies or old perceptions can seriously impact a brand’s success.
Rebrands can help create distance from any negative associations.
Market Saturation
Everyone hates a saturated market.
You’ll want to make your brand stand out and give consumers something refreshing.
Don’t follow what everyone else is doing, interpret trends in new and innovative ways.
Business Expansion
Think about a change when your brand is expanding its product line, target audience, or entering new markets.
Make sure your messaging is consistent, up-to-date and actually means something to the new audience.
Crafting Your Rebranding Strategy
1. Understanding Your Audience
Do you get, and we mean really get the people?
What are their needs, preferences, and values?
Rebrand around the mould that your research creates.
2. Define Your Brand Identity
Figure out what are your brand’s core values and personality.
It’ll guide the visuals, messaging, and overall tone of the rebranding.
Align them with your audience’s expectations.
3. Refreshed Visual Identity
Logo, colour scheme, typography. All design, all new.
A brand makeover can leave everyone feeling good about themselves, so don’t leave it out.
4. Storytelling
Personal stories always hit home.
Your brand’s story can always draw people in, as long as it’s compelling enough.
Connect with your audience emotionally, and you’ll see some successes.
5. Consistent Messaging
From packaging and websites to social media, all messaging must be consistent.
It reinforces your brand identity and makes you more recognisable.
6. Engage Your Audience
Why not involve them in the rebranding process?
It could be through surveys, social media polls, or sneak peeks of the upcoming changes.
Make people excited about what’s next to come!
Audience input is invaluable.
Implementation and Rollout
Gradual Transition
Depending on the extent of your rebrand, consider a gradual transition/launch to allow consumers to adjust.
Sudden and drastic changes might alienate existing customers.
Multichannel Approach
Have consistency across all touchpoints, including packaging, website, social media and advertising.
The transition should be seamless for consumers across all platforms.
Marketing Campaign
Launch a comprehensive marketing campaign to reintroduce your brand.
Highlight the reasons for the rebrand and the benefits it brings to consumers.
Feedback Loop
After the rebrand is implemented, actively seek feedback from consumers.
It helps you identify any areas that need further adjustment and demonstrates your commitment to their situation.
Final Thoughts
Rebranding is a strategic move that can give your food brand a new lease on life.
Help is always on the way, so feel free to reach out to us here at Toast Food.
We can help you visualise your ideas and work collaboratively to create a kick-ass rebrand.
But remember, a successful rebrand is not just about changing logos; it’s about reinventing your brand’s story, values, and connection with your consumers.
Good luck!
