Rebranding–it’s out with the old and in with the new. However, rebranding is more than simply changing a logo. Rebranding requires a comprehensive strategy, in-depth research, and hard work. It can be a big risk to completely change the way your company has outwardly looked and come across to consumers. Although it’s risky, it’s necessary for growth and success. Good branding is essential for any business because it’s what catches the consumer’s attention and keeps them coming back.
At the beginning of 2019, Dunkin’ was successful in updating and revealing its new identity. Its former name was Dunkin’ Donuts, but the brand decided that America should refer to them on a first-name basis via Twitter, dropping “Donuts” from signs, logos, and marketing materials. Dunkin’ continued to use its iconic pink and orange colors and font so that consumers could still recognize the brand. Tony Weisman, Chief Marketing Officer, Dunkin’ U.S., said in a statement, “By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our store.”
Last year, Burger King announced its first total rebrand in a whopping 20 years. The fast food franchise returned to the classic logo and added more emphasis on the whopper. The chain has slowly incorporated changing employee uniforms and changing the colors and font on marketing materials to represent the signature hamburger. Debbie Millman, Cofounder of the Masters in Branding Program at the School of Visual Arts, said that Burger King’s new branding is reminiscent of the brand’s roots and has a “warm, retro vibe.”
Recently, we worked with one of our clients, the Virginia Dept. of Agriculture and Consumer Services (VDACS) to rebrand two of their programs: VDACS’ Virginia Grown and Virginia’s Finest. Our Discovery team analyzed the program’s logos and our nifty graphic design team produced fresher, simpler, and more modernized versions for consumers to easily identify for both programs. The rebranding of the new logos was announced at the 2022 Virginia Food and Beverage Expo in Richmond on March 30th by Governor of Virginia, Glenn Youngkin.
Think it’s time for a rebrand? We create bold brands that get attention and get customers excited. Whether your brand needs a refresh or a complete makeover, we are always happy and ready to help. Reach out today to get started – (877) 623-6246! #BoldBrandsWin