The process of rebranding is much more than just changing a logo or colors; it’s a complete redefinition of a company’s image and identity in the market. Companies rely on rebranding when they need to update their image in front of customers, enter new markets, or even revive their position in the existing market. In this article, we will explore some examples of local and global companies that successfully rebranded and how it had a positive impact on their success.

What is Rebranding?

Rebranding is a strategic process that aims to redefine a company’s visual identity and how customers interact with it. This process involves updating logos, changing colors, and adjusting the company’s visual elements to reflect a new vision. But rebranding doesn’t stop at visual elements; it also includes updating how the company communicates with customers, marketing strategies, and even the products and services offered.

Examples of Successful Rebranding

Fakieh Poultry

Fakieh Poultry started its journey in Saudi Arabia over 50 years ago. Despite its long-standing success, the company recently decided to refresh its brand with a comprehensive rebranding process. This involved changing the logo, adopting new visual designs, and renewing marketing strategies to keep up with market trends. This move not only reinforced the company’s image as a reliable and eco-friendly provider but also increased its popularity among both new and loyal customers.

Almarai

Almarai, one of the largest dairy companies in the Middle East, underwent a complete rebranding in 2015 to enhance its image and assert its position in the market. The company revamped its logo and adopted a new visual identity that reflected the growth and development it had achieved over the years. The goal of this rebranding was to reinforce Almarai’s standing as a leading brand, helping attract a broader audience.

Adidas

In the 1990s, Adidas carried out a major rebranding and adopted its now-famous three-stripe logo. This change was not just about updating the logo but was part of a broader strategy to redefine Adidas’s position as an innovative sports brand. As a result, the company saw a significant increase in popularity, with a 40% rise in revenue in the first few years following the rebranding.

Nike

In 1988, Nike launched its famous “Just Do It” campaign as part of its rebranding efforts. This campaign was not just an advertisement but marked the beginning of a new era for the company, solidifying its image as a symbol of inspiration and motivation. This strategy played a crucial role in boosting Nike’s sales dramatically over the following decade.

Why Do Companies Rebrand?

Market or Audience Changes

When the needs of the audience shift or the market undergoes transformation, companies may need to update their image to reflect these changes. Rebranding helps the company reconnect with its target audience and attract new customers.

Overcoming Negative Reputation

In some cases, companies face challenges related to their reputation, whether due to poor management or unsuccessful products. Through rebranding, a company can rebuild its image in the eyes of its customers and alter negative perceptions.

Expanding into New Markets

When companies aim to expand into new markets, rebranding may be necessary to adapt to the culture and behavior of new customers. This could include updating language, colors, or even elements of the brand’s visual identity.

Challenges of Rebranding

While rebranding offers clear benefits, it also presents a set of challenges. Some of these include:

• High Costs: Rebranding requires significant investments in design, marketing, and promoting the new identity.
• Resistance to Change: Some customers may find it difficult to accept the new identity, especially if they have strong associations with the old brand.
• Failure to Communicate the Message: In some instances, a company may struggle to effectively convey its new message, leading to confusion among customers.

Conclusion

Rebranding is an important step for any company looking to update its image or adapt to changes in the market. The examples of companies like Fakieh Poultry, Almarai, Adidas, and Nike show that rebranding can be a strategic success when executed correctly. By paying attention to visual identity and customer engagement, companies can strengthen their market position and attract new audiences.