Importance of Old Branding While Rebranding

Branding and Rebranding both are a lot about strategy and execution. When you want to reconsider, revamp, or redefine a brand’s image, there is a long checklist to complete. Among this checklist, resides an essential checkpoint, Old Branding. If you are considering rebranding, this article will be your guide to where your plans can go south, where things can stop working for you, and what you can do to avoid all these worrying situations.

So, let’s take a dive and start with what you are here for. But before anything else, let’s talk about the reasons a brand usually looks for rebranding.

Reasons for Rebranding

Rebranding is a risky play, even for big brands. Knowing all the risks before completely changing your brand’s digital presence can prevent some unexpected outcomes. So, if you really are considering rebranding, check if one of these reasons has the influence behind your decision.

1. New Location

If you are relocating your brand or if you are expanding your operational region, it might be good if you try to make some changes in your branding strategy so that it reflects the people and culture of the new region.

2. Changing Target

Branding is a medium that creates a bond between companies and customers. When planning to change the targeted audience, due to any reason whether product, price, place, or whatnot, your rebranding strategy needs to follow the new suit of marketing.

3. Updating Ideology

A company’s core values (mission, vision, and values) are the foundation of its brand. Everything, including brand decisions, should align with these core principles. If the company’s direction shifts due to changes in its MVV, the brand needs to be re-evaluated and potentially re-branded to accurately reflect the new values and aspirations.

4. Mergers and Acquisition

Merging companies means merging their brands too. Maintaining two separate brands creates confusion and hinders the new entity’s identity. Therefore, developing a new, unified brand that reflects the combined company is crucial to avoid confusion, build trust, and establish a strong, cohesive image in the market.

But if your reason for rebranding is from the ones we are about to explain now, then you should reconsider abandoning your old branding.

5. Getting Bored

Don’t rebrand solely because you’re tired of your logo and slogan. Customers see them less often and might actually love or easily recognize those elements you’ve grown weary of. Prioritize customer perception before making drastic changes that could harm brand recognition.

6. To Cover Something

Rebranding solely to escape internal issues or bad press is a transparent cover-up. Customers and employees see through it, further damaging trust. Instead of a quick fix, address the root causes head-on. Only genuine change, not a surface-level rebrand, can rebuild a strong and credible brand.

7. To Leave a Mark

New managers might see rebranding as a fast way to make an impact, but it’s often unnecessary without substantial internal changes. Such rebranding can appear self-serving, potentially damaging the company’s image instead of truly reflecting a new direction.

8. Stay in the Limelight

A rebrand without a strong sales and marketing strategy behind it will create temporary buzz but fail to generate lasting results. In the worst case, it could damage existing brand recognition and hinder future marketing efforts.

Importance of Old Branding in Rebranding

1. Brand Recognition

Established brands usually have a higher preference rate over new brands as consumers are already familiar with them. This familiarity creates a comfort zone around the consumers. And, no one likes to give up their comfort zone that easily. Trust and security are a big part of this sense of loyalty toward the brand.

2. Loyalty and Reputation

As a brand progresses, it starts to build a reputation for quality, reliability, and a few more positive attributes that add up to creating a big picture, a picture of loyalty. Compared to other marketing tactics, word of mouth is a very effective marketing tactic. These loyal customers are less likely to abandon a brand.

3. Building Trust

When a business or a brand is running for a long time, it reflects stability and experience. This is important when working in an industry where trust and stability are essential in engaging with prospects of customers. Elements of old branding are what keep this trust intact, no matter how much a brand is ready to change.

4. Emotional Connection

Creating a strong bond of emotion is what every brand seeks when constructing a brand strategy. A brand in its long run of operation creates intentional and unintentional emotional bonds with customers. These bonds, these connections with old branding make it harder for customers to switch to another competitive brand.

5. Plus One for Marketing

Old branding also has its importance when it comes to marketing. During their interaction with brands, customers start to remember brands’ colors, fonts, styles, and more. Like if I say, Red, Yellow, and Food, there is only one brand that comes to our mind. This is what helps a brand when it wants to create and execute some creative campaigns.

Leveraging Old Branding For Rebranding

1. Building on Brand Recognition

Even with changes, a connection to the established brand creates a foundation for the new identity. People already recognize the name, logo, or core values, making the rebranding easier to digest.  Imagine a company known for quality shoes revamping its logo, but keeping the focus on quality leather. Consumers are more likely to accept the change because of the positive brand association.

2. Leveraging Brand Equity

The positive reputation and trust built over time can be transferred to the new brand identity.  Think of a department store known for its timeless style undergoing renovation.  Customers who loved the old store might be more receptive to the new, modern look because of the brand’s heritage of good taste.

3. Evoking Positive Emotions

Nostalgia associated with the old brand can create a warm feeling towards the new identity.  A company known for classic toys might relaunch with a focus on educational games.  Parents who enjoyed the brand as kids might be drawn to the new products due to those positive memories.

4. Honor the Legacy

Balancing tradition with modernity in branding hinges on understanding your legacy’s strengths. Identify the core values – heritage, quality, or a unique story – that resonate with your audience. These become the foundation of your new brand identity, ensuring familiarity and trust.

5. Blend of Modernity

Modernize your visual identity with fresh logos, packaging, and marketing materials that resonate with current trends. Simultaneously, focus on innovation by developing new products and services that meet evolving consumer needs. Finally, integrate technology into your brand communication and customer experience for a seamless and relevant brand image.

Using Old Branding for Rebranding

1. Highlight Positive Aspects

Research what elements resonate with your audience (quality, product association, personality) and integrate them into the new brand. This builds familiarity and bridges the gap to the new direction.

2. Evolve, Don’t Mimic

Refresh the visual identity and messaging to reflect your company’s evolution. Embrace new offerings, markets, or technologies while maintaining core values for a seamless transition and brand continuity.

3. Managing Expectations

Communicate changes and consistencies, highlighting the “why” and benefits for customers. This builds trust and manages confusion while emphasizing the exciting future direction of the brand.

Conclusion: Rebrand with Purpose, Not Abandonment

Rebranding is a powerful tool for evolution, but neglecting the value of old branding can lead to pitfalls. While embracing change is crucial, strategically leveraging the strengths of your existing brand identity; and choosing the right brand design service, is key to a successful rebrand.

By highlighting positive aspects, evolving with modernity, and managing customer expectations, you ensure a smooth transition for existing customers, foster trust, and pave the way for a future built on both heritage and innovation.

Remember, rebranding is not about discarding the past, but about strategically utilizing its strengths to create a stronger, more relevant brand for the future.