While change as a phenomenon is inevitable as the by-product of the continuity of any process, change in a big way, so as to transform the image of a brand itself, still manages to raise quite a few eyebrows, either in dissent or in speculation, as to the whys and wherefores of it. Whether it is the stakeholders of the company, or its loyal customer base or even its competitors, they all begin to ponder over the reason behind such a transformation. Hence, the reluctance of brands, especially the established ones, to undertake brand transformation in a big way.
However, since the connotation of brand transformation in public perception has changed to a more positive one of late, we can see more and more companies jumping onto the bandwagon,by adopting a makeover of anything ranging from just their logos to as big as their overall image and name.
The considerations that often drive a company to rock the boat can also be as varied as simply exploring a new territory, targeting a new clientele or diversifying their business to as far-fetched as seeking a revamp of their image and reputation among the masses. For instance, a company that has earned ignominy due to some infamous lawsuit or a botched marketing campaign, may choose to repackage itself by hiding behind a new name and image.
More often than not, any serious attempt at rebranding pays huge dividends, but only if the approach is correct, right from the stage of planning to that of execution. So, for companiesseeking a brand transformation, it is imperative to start with a crisp clarity of purpose and how to convey the message to the end-users.
What is interesting in this process is that apparent stumbling blocks can actually become the stepping-stones to success and vice-versa. For instance, we have the case of the Xerox Company – “The photocopiers of the world”. While apparently their monopoly over the market as photocopiers gave them a definite edge, this same image was coming in their way, when they sought to diversify their business and venture into new fields. It’s only with great difficulty and persistent efforts that they could break the mold.
Similarly a little-known brand or start-up may not be having any of the leverage of a being famous, but it has the advantage of having a clean slate on which it can chalk its path to success in whichever way it wants, just with a little bit of creativity and a lot of vision.