Walking the Fine Line of Rebranding

In a world where your website and social media accounts can either bring you a customer or scare them away, your brand, personal or professional, needs to leave a lasting impression. 48 percent of consumers report that they are more likely to become loyal to a brand during the first purchase or experience, so you need to be bringing your A-game from the moment the consumer begins interacting with you. Your website should point your audience in the direction of finding what they need from you, and your social media should be an active point of communication between you and the potential customer. This whole “branding” phenomenon is time-consuming and costly, but even with all of the effort and elbow grease put in, there comes a time where rebranding may do you some good. Sometimes rebranding works, but unfortunately, sometimes it ends up doing more damage.

Rebranding works when you have a clear vision of where you want to take your brand, and who you want to reach, but there are also some crucial rules to follow when rebranding. Something as simple as even a minor logo redesign may seem insignificant in the grand scheme of things, but the fact is your customers trust you and have certain expectations, and when they’re not met, the backlash can be detrimental.

Not even major companies like Starbucks are immune to this kind of problem--let us all look back on the infamous Starbucks “Christmas Cup Controversy” of 2015. Every November since 1997, Starbucks debuts their new “Christmas cups” that replace the standard cups for the remainder of the holiday season; however, 2015’s debut of plain, red cups saw not only lackluster reviews, but outrage on social media. Millions of people took to Twitter alleging that Starbucks was waging a “war on Christmas” with the removal of snowflakes, trees and ornaments seen on cups in years prior; some celebrities even called for boycotts. Of course, the story did die down in time, but one can’t help but notice that 2016’s cups returned to featuring reindeer and other whimsical images depictive of Christmas. Don’t fix what isn’t broken, you know?


That said, rebranding works when you want to introduce a new aspect of your brand, and can be your way of re-introducing yourself to new, younger generations. Before 2010, Old Spice was known to millennials as a brand for their grandparents--if they had even heard of it. To capture the attention of that missing audience, Old Spice launched a campaign of strange, yet highly-entertaining videos, that led to not only sales skyrocketing, but a Primetime Emmy Award for Outstanding Commercial. Suddenly Old Spice was no longer reserved for the geriatric crowd, but the number one brand of body wash for men.

Old Spice had a specific goal in mind--reach a new audience. Starbucks simply changed something on a whim. Having clear aims is essential to a successful rebranding; customers need to understand why you’re changing something on them. Over time, pages can become outdated; an old webpage or an unkept Instagram feed can yield negative results that rebranding can fix just by providing your consumers with an up-to-date experience. Not only does rebranding allow your brand to level up, but it also allows the consumer to feel as though they are moving forward with you.


More money, a different audience, an insane desire to keep your brand fresh--whatever your reason for wanting to rebrand, with the proper team and strategy, you will be able to accomplish your goal. If you are struggling with the decision to rebrand yourself or your business, take some time to reflect on the scenarios listed above. Know that you are not alone in this marketing frenzy and we at Enrich My Brand are here to help you sort through the confusion and ultimately help you acquire the brand you deserve!





Five Blogs Every Marketer Should be Following

Sure, all marketers are technically competing with one another, but we are also some of each other’s most significant resources. Cutting-edge strategies are all around us, and the only way to stay relevant is to maintain an unending hunger for learning. Below, we have compiled a list of five blogs we believe every marketer in the industry should be following.


1. HubSpot

HubSpot is best known for its software development and tools that aid in social media marketing, SEO optimization and web analytics, but another great reason to pay attention to it—the blog. Through their content marketing strategy, the site generates original articles, white papers, case studies, webinars and more on a regular basis, which are a fountain of knowledge in the marketing arena. While HubSpot may charge for their services, reading the blog is 100 percent free to all.

2. MarketingProfs

MarketingProfs is a site created by marketers, for marketers. The site does offer a membership option, a network of more than 600,000 members, which provides members with real-time education on best practices, research tactics, expert-led seminars, to name a few. You can become a pro member for $279/year, but you can also enroll as just a basic member at no cost. Being a basic member still allows you access to their marketing forums, email newsletters, a marketing blog, and sponsored seminars.

3. Content Marketing Institute

The Content Marketing Institute describes itself as the leading global content marketing education and training organization—and for a good reason. The site offers every resource under the sun on content marketing: a getting-started guide, e-books, a bi-monthly free magazine, national conventions, webinars, and a comprehensive white paper library, all for the sole purpose of content marketing education. They also offer a variety of statistics on content marketing, several of which we at EMB have cited in previous blog articles. With a new piece published to their blog every weekday, CMI is something that should be on the reading list of every digital marketer out there.

4. PR Daily

Lawrence Ragan Communications, Inc. launched The Ragan Report in 1970 and has since become the leading publisher of corporate communications, public relations and leadership development newsletters. PR Daily is a division of the company that delivers news, advice and opinions on the public relations, marketing, social media and media worlds on a daily basis. The site provides the latest on any breaking news in the various media industries, as well as informative articles that give tips, tricks and advice to marketers.

5. Enrich My Brand

And of course, Enrich My Brand! You can subscribe to news and updates on the landing page of our corporate site or our blog page and enjoy a new article on various marketing topics every Friday. Check out all of our previous blogs here and feel free to explore the site to learn a little more about us!