Rebranding, Brand Storytelling, Brand Archetypes
February 21, 2021
On average organisations rebrand every 7 to 10 years (source: Anthill)
Of course, if it isn’t broken don’t fix it BUT revisiting your brand guidelines and story alongside your business strategy could highlight inconsistencies in your messaging and how you want to be perceived.
A rebrand doesn’t have to be a complete overhaul of every aspect of your brand. Often it may involve minor tweaks so that your communications are true to your business’s vision. You may have had a reshuffle in your business or changed direction in how you deliver your services. These are necessary instances that may spark the need to update and refresh your branding.
Every new beginning comes from some other beginning’s end.
– Seneca (Roman Philosopher)
Rebranding can be the next chapter in your brand story. We’re ready to partner with you and write your next chapter.
We are a firm supporter of the archetype model that brands should use to understand who they are.
Could you answer the following questions about your brand?
If your brand was a celebrity personality who would it be?
What animal could represent your brand?
What type of car best reflects your brand?
Through answering the above you’ll begin to see personality traits that align with an archetype. Have a look at the archetype wheel below – which segment do you think your brand falls into?
Let’s take one of the personalities and apply it to a household brand:
This archetype rooted in creativity, making the impossible possible but also an intelligence that takes you on an effortless journey.
You don’t have to go very far for a strong example of this archetype. One that’s always on the tip of everyone’s tongue is Disney.
Yes Disney lives and breathes this archetype very naturally but this is why it’s the perfect example. Thinking about their theme parks, in particular, their tagline is:
Where Dreams Come True
By establishing your brand personality and building this story you will be humanising your brand and therefore connecting with your audience in a superior way.
“95% of our purchasing decisions are made in the subconscious mind” – Harvard School Professor Gerald Zaltman (source: AMA)
This means that if your brand has a strong archetypal personality that humanises your brand and connects emotionally with your audience you will have a massive advantage over your competition.
GDR GROUP CAN HELP! LET US ASK THE QUESTIONS THAT WILL BRING YOUR STORY TO LIFE. CONTACT US TODAY
If your business doesn’t require a full re-branding there could be some minor tweaks that will give your brand an extra edge.
What is the colour scheme or house font of your brand and does it highlight your message effectively? Referring to your brand archetype if you’re a ‘creator’, like Lego, does your creative direction empower your audience to use your product and find their own version of self-expression?
Remember when tweaking your brand story – your main objective is to better connect with your most appropriate customer.
There may have been a significant event in your business’s story that is now taking how you want to be perceived down a different route.
For example, Mcdonald's was placed under extreme scrutiny in the mid-2000s for their lack of healthy menu options. This led them to a rebrand that involved altering their menu to include healthier options and adapt their brand style to incorporate warmer, lighter colours, creating a fresher, healthy feel.
Pretend for a moment you’re a general shoe store. Your business performance has been quite strong since you’ve opened shop. However, in the last several years you have noticed that your sport shoes sell the most, and customers are constantly asking you whether you have stock for runners. This might be an opportunity for you to rebrand into a sport store that can cater for the demand that your customer base craves. By rebranding you could better reposition yourself into the athletic wear industry and capitalise on a greater demand than the products you have in stock that don’t sell as well. This is an example of how rebranding can be used to reposition a business into another industry or selling other products.
Listen to your customer!
As you succeed and grow your business your existing brand story must match this journey. Your initial small business strategy may no longer be beneficial to you as you have become a larger entity that is now suitable to pursue more customers. This may need to be reflected in your brand story to appeal to your larger audience base. A great case study of where this has happened with a major brand is Airbnb.
Airbnb is a leading, global accommodation platform for customers to rent their properties to travelers as an alternative to hotels or hostels. Originally founded by Brian Chesky and Joe Gebbia in 2007 the business began as a start-up. It quickly grew to 4 million listings in only 7 years going completely global and used in 191 countries. This explosion of success called for a rebrand to reflect the now worldwide brand as well as being modern, sleek and professional.
Other reasons to rebrand include, but aren’t limited to:
GDR Media Group is your marketing guru. As a boutique multi-channel marketing agency we ensure a personalised experience that demonstrates our 100% commitment to your business. With storytelling in our DNA and the golden thread that connects all our services you can trust us to develop your brand with imagination, consistency and class.
🎯 DELIVER YOUR BRAND STRATEGY FROM BEGINNING TO END
🎨 TAKE CARE OF ALL CREATIVE DEVELOPMENT FOR YOUR BRAND
🤓 ENSURE YOUR BRAND STORY IS EMBEDDED ACROSS YOUR BUSINESS
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