On average, businesses rebrand every 7-10 years. While rebranding can open new markets, it can also lose your company sales if it’s not done correctly.
If you’re thinking of updating your brand, it helps to see what others have done. Taking a look at rebranding examples that proved successful will help you see what works and why.
Successful Rebranding Examples
A brand is more than just a logo. Your brand is who you are as a company. This includes visual, verbal, and policy aspects.
Before you decide to rebrand your business, you want to make sure you’re doing it for the right reasons. It’s important to make sure it’s the right time to rebrand.
This includes a need to open new markets or introducing a new product. This also includes changing your company reputation. To get started, check out how well-known companies changed perceptions about their business with new visuals, policies, or taglines.
- Wal-Mart: From Cheap to Affording Your Desired Lifestyle
Wal-Mart has marketed itself as a low-price option for years, but along the way, they gained the reputation of selling cheap products. People were unwilling to admit to purchasing clothes or home goods from this superstore.
In 2007, Wal-Mart decided to do something about this by changing their slogan. Their previous slogan was “Always Low Prices”, but they changed this to “Save Money. Live Better”.
While they still offer the same products, this simple slogan change gave the impression you can spend less and live a lifestyle you love. The new reputation is Wal-Mart makes your life easier. All it took was a change to the words used to describe the business.
- Harley-Davidson Avoids Bankruptcy with Quality Products
In the mid-80s, Harley Davidson was in danger of going bankrupt. They were using outdated systems to produce products and people didn’t see the motorcycles as quality products.
This changed when they made a policy change. They changed the systems of producing their motorcycles and sourced high-quality parts. With these changes, they were able to position themselves as a quality business with reliable products.
With these policy changes, Harley Davidson built their reputation for a high-quality line of motorcycles. They are now known as a company you can trust.
- Airbnb: Creating a Community
Airbnb creators wanted to provide housing options to travelers that couldn’t find a hotel. People could advertise their rooms, but they were responsible for their arrangements.
This changed in 2013 when a person was left with expensive damages from a guest. After backlash for not providing insurance, Airbnb changed their policy to provide $1 million in insurance for people advertising.
With this policy change, they also changed their branding to create a sense of community. They changed their slogan and logo to give a sense of belonging to hosts and guests. With these changes, they were able to rescue their reputation.
- McDonald’s as a Healthy Option?
McDonald’s is known as a place to get cheap food fast. They had backlash for their food options after they were depicted as an unhealthy, low-quality food option though.
Luckily, McDonald’s listened to public opinion and introduced healthier options on their menu. You can still get staple favorites, but there are now several salads and healthy side options available. They also introduced specialty coffees to reach younger generations.
With these changes, McDonald’s was able to retain their family-friendly reputation while appealing to people looking for better food options. With some changes to slogans and jingles, they were able to introduce the public to these changes and fight back against a bad reputation.
- Old Spice is Not Old-Fashioned
Old Spice is a men’s deodorant and body wash company. Over the years, this company gained a reputation as an old man’s option though. They wanted to change this reputation and establish themselves as a modern product.
Old Spice managed this by signing on an NFL player to act as spokesman. With the help of these new ads, they were able to present Old Spice as alluring and sexy rather than old-fashioned.
They also focused on the scents available rather than the antiperspirant qualities, giving them an edge over other deodorant companies. With these changes, they were able to gain a younger following and increase sales.
- CVS is Officially a Health Store
CVS is a well-known chain pharmacy. They sell health products along with providing prescriptions. Just like other chain pharmacies, they also sold cigarettes with their healthy options.
In 2014, CVS decided to embrace its role in health. They discontinued cigarette sales and presented themselves as a business concerned with your health needs.
With this change, CVS proved they stand for health, not just money. They also generated plenty of public goodwill while moving themselves away from the pack.
- Burberry Provides Classic Styles with a Modern Twist
Burberry has maintained the reputation of high-quality luxury clothing for many years. Unfortunately, the high price tag made Burberry popular with gangs, so much so that their target audience was avoiding the line.
To change this perception, they signed on many celebrities to help them focus on the reputation of classic pieces with modern twists. They advertised a clothing line that provided allure with simple clothing.
With these changes, they created a spin of modern and unique without losing quality. With the help of popular celebrities, they also changed the perception as gang wear, saving their reputation.
- Keds Celebrates the Modern Woman
Keds is a shoe line that started by marketing to women. Their claim to fame was providing comfortable shoes for women to do anything they want. With this branding, they maintained popularity from the 20s through the 80s.
The brand lost following over the years due to their outdated marketing. They only had one color and weren’t changing with the times. This changed in 2012 when they signed on Taylor Swift to reach a younger market.
They rebranded to celebrate women trailblazers and added new colors to their line. These changes helped them reach teen and preteen markets along with their original market.
- Pizza Hut Provides Fresh and Fun Ingredients
Pizza Hut was started in 1958 to provide fast-food pizza. As the first fast-food pizza option, they had immediate success. As other pizza places opened and differentiated by offering cheaper or specialty options, Pizza Hut was in danger of falling away.
In 2014, Pizza Hut Introduced a new menu using fresh ingredients and offering new specialty options based on popular food options with younger generations. Among these specialty options, they introduced ethnic ingredients and experimental combinations.
By listening to their target audience, they were able to provide the food people wanted to see. This helped them reclaim popularity with a new generation.
How to Rebrand a Business
As these rebranding examples show, a good rebranding policy takes some market research. You want to make sure you’re providing the products people want. You also want to make sure you speak to their needs and desires.
Rebranding requires you to take advantage of changes in marketing as well. If you want to learn more about how to create an effective brand, check out more marketing and advertising tips.