Rebrand Fatigue

When it rains it pours when it comes to rebranding evidently

Back in January I predicted that 2016 was going to be the year of embracing change in marketing and business. What I’ve noticed is there have been so many rebrands this year.

Look at this list:

Lesser Known

Locally this summer I noticed not only a renovation of our local grocery store Jewel-Osco, with the addition of a Starbucks café inside, but also a redesign of their store brand’s (Signature) packaging. Even the neighboring village of Orland Park is rebranding their logo! And a local healthcare entity I know has a rebrand in the works. So I ask you, what’s all this rebranding about in 2016?

What compels brands to rebrand

There are many more reasons for rebranding than the following, but these are the most common reasons that compel brands to rebrand.

  1. A desire to change perception about your business is the most common reason to rebrand. For instance, perhaps you want to redirect a tainted reputation and wish to
  2. A desire to gain attention that makes your brand stand out from the competition.
  3. A desire to recalibrate people’s understanding of what your business stands for
  4. Update your image to reflect current offerings (if they have changed or if there has been a merger between your business and another for instance.

At the heart of any decision to rebrand is a desire to grow current and gain a new base of consumers.

What causes the phenomenon of brand fatigue?

Research shows that extensive exposure to brand messages causes what’s called ‘brand fatigue,‘ a phenomenon in where people become so tired of  your brand that they turn a deaf ear and eye to it. Here are some of what can cause brand fatigue:

  1. Bombarding people with too much and too frequent brand messaging (i.e. TV and radio spots, e-mails, online ads, etc.)
  2. Inserting your brand into every conversation (a.k.a bandwagoning).
  3. Smacking of inauthenticity.

People are pretty smart at telling the difference between authentic and inauthentic. Rebranding should be about creating authentic experiences for consumers in order to help refresh interest in your business. You want rebranding to prove your value to customers and improve their experience with your business.

Everything in moderation

I read an article by IndieWire writer Sam Adams about why audiences are passing on the blockbuster movies this summer and this sentence struck me:

“When branding is all you care about, branding is all you get.”

A part of being a healthy brand is updating how you present and market your business to reflect the changes. What you don’t want to do is to rebrand so far away from your roots that you put your brand out on a limb. Branding shouldn’t be in the driver’s seat of your business and should never take center stage. What you do for your customers is the driver, it’s what keeps them coming back. Keep making and doing good work and they will come.

Periodically refreshing your brand is not a mistake, branding strengthens your marketing and does the leg work when you’re not watching. But don’t get carried away by it. When it comes to anything brand-related, remember these tenants of good branding:

  1. Practice moderation and tact in your brand messaging.
  2. Stay authentic to your roots.
  3. Stay true to your loyal customer base.
  4. Embrace and incorporate what’s new and fresh that resonates with your brand.