For the Love of Chaos: How to Successfully Rebrand Your Startup
So you’re right in the middle of a rebranding effort. The startup where you handle all the social media has decided that the messaging must change. Or you’re still trying to get up to speed and having problems keeping your head above water. How to cope and survive? You might have already read Startups and Social Media: Six Issues, and are looking for ideas.
Write Everything Down
Before you start working every morning, write down all the things you have to do that day. That might sound silly, but crossing items off your to-do list can make you healthier and happier. 10 minutes dumping everything on paper and then prioritizing what needs to be done can be priceless.
Take it from Those Who’ve Gone Before
Here are three examples of successful rebrandings.
Be like Old Spice ©jeepersmedia
Be Like Old Spice
Consider that Old Spice didn’t change their logo when they rebranded. They changed the experience that users have. And they made the phrase “I’m on a horse” famous. Pretty hilarious for a brand that’s been around 70 years. If you don’t need to throw the baby out with the bathwater, don’t.
Rev it Up Like Harley-Davidson
Take it from a brand that’s been around for 95 years, Harley-Davidson “has its feet planted in both the past and the present.” And you can be a fan without even owning a Harley, since fans dropped millions on fanware and meals at their restaurants. (The one in Las Vegas is especially fun, by the way.) And sales have been so great that it can take up to a year to get a Harley. In the meantime, you could get a Harley tattoo, like many of its fans do.
Rebuild Block by Block Like Lego
Those little blocks that everyone hates to step on went through a successful rebranding in the late 90s. They used their existing customers to help create content and thus reached out to a younger audience. There was even a Lego movie! So if your customers have an emotional connection to your brand, why not crowdsource some of your content? Rebranding doesn’t have to be as tough as navigating through a stormy sea, so be sure to break it down into manageable “Lego pieces.”
Been Through Rebranding?
How was it? Let me know in the comments, below.
Oh boy! I found it a painful and scary process. I loved my old company and brand, but it didn’t fit with where we were headed as a company so “Indigo Girl” had to go. It was the best decision we ever made. I love Avidmode and the world didn’t fall apart. It’s still evolving and actually it’s a brand that can evolve whereas the previous one was at the end of it’s shelf life.
Love your take on this topic. Great advice as usual!
Hello Kittie,
I’d forgotten about Indigo Girl and what you went through. I can see how scary and painful might come to mind. And I’m happy that your company emerged stronger and has more hope for the future. Thank you for reminding me about that.
Carol
Great article! I plan on getting a Harley tattoo immediately.
The best brands evolve over time. Obviously, it’s tough to give up on an old brand that’s seen you through some good times, but a rebrand can be exactly what you need to reach a new audience or shift the focus of your business.
It’s necessary, it happens, and you can even get a tattoo afterwards. I was thinking of getting the Blue Steele logo tattooed on my forehead, just to make sure people know where my loyalties lie.
Hi Adam,
How many brands can say that their customers got a tattoo of their logo? Harley is one of the few! Can you imagine getting a Coca-Cola tattoo? Me, neither!
You could get a temporary tattoo. Halloween is coming up! It might even scare people. A little. Hahaha!
Carol
Hey Carol
Branding is the way you shape the way you’re perceived by your audience. Over time, audiences will change due to shifts in the culture. So branding has to change accordingly.
Good choice with the Harley Davidson example. They’re a brand which generates strong feelings and associations that transcend their product. To the extent that their customers will proudly tattoo their logo on their bodies.
So far, I haven’t had one of my clients tattoo my logo on their bodies. But soon the day will come. I can feel it in my bones.
Clement
Hi Clement,
Something tells me we also need an official, patented sound like Harley Davidson has. It would go with the tattoo.
Thanks for stopping by!
Carol