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Mar 21, 2009

Thinking In And Out Of The Box.

TRUF Jack in the box brand redesign

TRUF blog Jack in the box brand redesign

It’s nice to see a corporate rebrand done right. There’s been a lot of fuss about rebrands gone wrong lately (think Pepsi, Tropicana, Baskin Robbins), where the brand moves so far from where it was that people are turned off and walk right by it on the shelves. But this not only modernizes Jack in the Box, but the entire system is smart, fresh and gives a nod to it’s retro heritage. Yet another stellar & inspirational identity system from Minneapolis’s Duffy & Partners.

Thanks to Brand New for the before & after images.

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Basbosa :

I think it’s important to meotnin that there can be 2 types of rebranding, and which a business should embark on will depend heavily on the kinds of scenarios you meotnined above as well as others.The first type of rebranding is exactly what you described in this article a whole new business with new goals, new audiences and new offerings. But rebranding can also refer to a change in the company’s image only updating a company’s image to reflect more modern times etc. Either can cause a business to take a big hit if not planned and executed properly, but there are things you can do to help customers avoid confusion and help make your new brand more effective and successful than your last. The first and most important step to rebranding is to PLAN! I can’t tell you how many clients we’ve had that have tried to push into a new company image without a plan, and every time it’s ended in time & money wasted. You need to have a clear reason for why you’re rebranding along with a clear goal once the new brand is live. Next, research ideas for your new brand (especially new business names or product names) to ensure that what you want isn’t trademarked or taken on your most important social networks, and also to make sure you can get the appropriate domain names. I wouldn’t suggest committing a new business name or new product name until you’ve researched your competition, trademarks, keywords, available domains and available usernames etc. Otherwise, you’ll be out of luck if you’ve committed and then find out that the name you want is taken. Then you’ll need to list every piece of property (web, print or otherwise) associated with your current brand and schedule when each will be updated in the process. Gather all of your graphics and everything you’ll be using to implement the new brand, but remember not to work on any websites or social profiles LIVE. Take your website offline (or build on a private stage if the current site needs to stay up), don’t seek out friends and followers until your profiles are updated. Finally, educate the public on the reason for the rebranding so potential customers can get it straight from the horse’s mouth instead of making up their own reasons (which usually never paint a business in a favorable light). You can use your company’s blog, twitter & facebook and press releases to do that job efficiently. Our company just went through a major rebranding, though in image only. Our logo, website and many of our processes changed, but our website address, contact info and service offerings remained the same. It was about a 3-month process, and that was with super-detailed planning. But we were careful not to change some of the things that customers (and the search engines) had become familiar with, such as our color scheme, business name, website address and email addresses. And we also took steps to help customers, new site visitors and the search engines transition to our new brand and website (such as redirects to old content and suggestions to new content that has taken the place of old content). When you take the time to do it right, a rebranding can do much more good than harm. Just remember to be as detail-oriented as possible, clearly define your reason, goals and type of rebranding and execute a systematic plan.

May 30, 2012 / 8:15 PM