Building a brand reputation can be a complicated process. In fact, it can take years to build an identity and seconds to destroy it. Especially in today’s highly connected digital world. A company can build its reputation on a commitment to outstanding customer service or the use of luxurious materials in its products. Alternatively, the company can invest in creating values that consumers resonate with. However, it takes time, focus, and effort to build a brand image and convince consumers of its authenticity. After all, consumers are no longer just buying affordable and aesthetic products.
Domino’s Pizza
Domino’s started to have a negative online reputation for having “junk pizza”, leading to dismal sales. In an effort to turn their bad reputation into something friendlier, they changed the recipe and built a new marketing campaign around their “new and improved” pizza. With this strategy, they have succeeded in changing consumers’ perceptions of their brand. Their marketing also takes a lovely and pretty honest approach as they basically admit their pizza is terrible and promise that they will fix it. With the new brand message, refreshed logo, delivery location updates, and website, the Domino team has saved its brand image.
Spotify
Spotify is already a well-established brand in the market, but a crisis like the COVID-19 pandemic could reshape business models and consumer needs across the board. The music streaming platform seems to have built the perfect brand to thrive during the pandemic. Indeed, it is digital, far-fetched, and offers stressed or troubled people a much-needed escape from everyday life. However, the pandemic has caused many advertisers to cut budgets. As a result, Spotify’s business model – which relies heavily on ad revenue – has faltered.
To successfully reposition the brand, they focus more on original content like podcasts and original content and put a lot of effort into curating playlists of internal experts, external experts, AI, and famous people. The strategy they used positioned the company not only as a music provider but also as a content and taste creator. Revamping your brand can be challenging, especially during a crisis. However, with the guide above, you can face the challenges of rebranding head-on and make a memorable impression in the industry.
Hero & Honda
Soon after Hero & Honda decided to go their separate ways in 2011, Hero underwent an extensive transformation exercise. They changed their logo and tagline to give it an Indian touch. They used two colors red and black along with a sharp design to convey solidity, energy, passion, and confidence. This campaign, backed by a strong digital reach, went viral instantly. Unlike its previous positioning when the ethnic tone was neutral, Hero ensured that the pride of being an Indian brand was passed on to the consumers.
Dabur
It changed its image, which always promoted females in the most traditional avatar. To break such a stereotypical approach, they deliberately took up a campaign to support the modern clan of women. They ran a much-known campaign dedicated to women fighting the rough battle against cancer. This campaign was titled bold & beautiful, which gained tremendous popularity almost immediately.
Conclusion
We are sure that such examples will be a great source of inspiration for all business owners in the market. As we have seen how these brands have reinvented and repositioned themselves, things can change if done strategically. Many professional branding agents are available in the market to perform this complex, challenging but exciting task. In some cases, such repositioning is nothing more than a resurgence of brand identity. However, each of them reaps the rewards of this rebranding exercise and reaps the benefits.
