Merch to Showcase Your Rebranding

by Emma L. Business consultant

Rebranding is a complex process. It’s not only about changing your company’s visual identity. After entrepreneurs find appropriate solutions for their company’s logo, colors or product packaging, they need to announce their rebranding in the right way. This step is necessary so consumers can tie the new look to the old brand they know and love.

Rebranding is also a slippery slope. Many companies have made huge mistakes during this process. GAP is one of the best examples. In 2010, they changed their company logo without explaining the significance of the new logo solution. After consumers had expressed their disappointment on social networks, GAP issued a public apology and allowed their audience to choose the old-new logo on a social media poll.

GAP’s example shows us how difficult rebranding can be. Luckily, after the initial mistake, they’ve managed to win their customers back with a good PR. In this article, we’ll explain how companies can publicize their rebranding and make their customers fall in love with their new visual identity.

Turn it into a story

Consumers are addicted to stories and symbolism. They want everything to have a special meaning. So, if you decide to change your visual identity, give it a special meaning and announce it ahead of your rebranding campaign. Airbnb’s new logo is the definition of rebranding success. In the first place, their users didn’t like it much. Then the company announced that it represents a symbol of belonging. They’ve also let their users design a unique symbol under the shared banner. After personalizing their new look, Airbnb’s popularity has skyrocketed.

Use promotional merchandise

Unfortunately, turning your rebrand into a story is not always sufficient for making it likable. Consumers often emotionally bind to the brands they love, and a simple explanation for a new look is often not enough. The best way to successfully launch your new visual identity is to surround your customers with it and make it recognizable. You can do this by giving away promotional merchandize to your most loyal buyers.

So, the first batch of your rebranded promotional merchandise shouldn’t be given to the leads and prospects. They are not emotionally attached to your old brand visuals. Before you launch your new brand identity, bundle rebranded promotional products with regular ones, and make sure that every loyal customer gets them.

When choosing the type of promotional merchandise, you have two options. Choose a useful product that will help your customers to solve their everyday problems, or choose an attractive wearable item, like a well-designed clothing item. If you want to make your new brand instantly recognizable, choose crazy promotional products, like amazing LED wristbands for example. This type of merchandize is memorable, and it’s also very popular among teenagers.

Do it at once

Beware of the gradual rollout. If the logo on the company’s uniform doesn’t match the one on its Facebook profile, you’ll confuse your target audience. That’s why you should rebrand your entire company at once. So, before launching your new look, you should make sure that every aspect of your business is covered. Start from this list:

1. Company’s website;

2. Social media profiles;

3. Document branding;

4. Office branding;

5. Street signs;

6. Email signature;

7. Staff uniforms;

8. Advertising materials;

9. Products;

10. Promotional merchandize.

Use multimedia

Many companies explain their rebranding in regular articles or blog posts. This approach can work fine, especially if there’s a solid story behind the whole process. Still, videos and multimedia, in general, are much better for showcasing a company’s rebranding. Good teasers can elevate your brand’s new look from the day one. You can also use animated videos that illustrate the old and the new look and their differences.

Big corporate entities and institutions often go a step further to secure their rebrand acceptance. For example, Whitney gave its new brand identity a name. The new museum’s logo is called “The Responsive W.” Southwest Airlines launched a microsite that’s fully dedicated to their new brand identity. Their presentation contains articles, employee stories, narrated videos and the FAQ section. These are all great ideas, but you should also be careful not to overdo the identity talk. By overloading your customers with self-congratulatory tales, you might look a little bit too desperate.