WEB DESIGN SERVICES IN INDIA
REBRANDING AND REDESIGN
I often hear phrases such as “We need a rebrand” or “We rebranded last year” used. “We need to ‘refresh’, we need a redesign.”
So redesign or rebrand? Two different words, similar in their sound, but for professionals there is a big difference. In project activities, these activities have a different set of stages and different roadmaps. So what is the difference between these terms, and what is common? When is it right to use rebranding, and when is it right to redesign? Let’s figure it out!
Rebranding and redesigning are activities aimed at changing your business, your product/service and visual communications.
The goal of any change event, such as a redesign or rebrand, is to increase sales. The reverse side of these processes being carried out incorrectly is a sharp decrease in sales volumes.
Therefore, any changes must be approached “wisely”, and not “chopped off the shoulder”, only based on personal impressions. Never base your decisions on personal impressions or feelings without supporting them with facts. By doing so, you increase the risk of falling sales growth. A business can go into a tailspin, from which it will be very difficult or impossible to get out if there are no proper resources to eliminate the error.
If the market is growing and your volume is stagnant or even declining, you need to change
If the market is standing and you are “falling”, you need to change
If the market is falling, and you are falling more than the market is falling, you need to change.
Competent diagnostics is our everything!
"Insanity is doing the same thing and expecting a different result every time.”
Albert Einstein
But taking rash actions in this situation is also dangerous for your business. Do you have enough time and money to correct the mistake?
You need to start with a deep audit of your brand, design, your product, and your communications regarding your category, competitors, and your customer.
There are a few pitfalls that you may not be aware of.
Tip: if you are offered to conduct a free audit - ask who will conduct it and how, what methodology will be used, what actions will be taken, the purpose of these actions, what you will get in the end, what will be the result, why you will have to trust this result. If in response you hear an incoherent lowing and “we are professionals, why don’t you trust us! We have so many awards and successful cases” or something like that – turn around and leave – you are being scammed.
Why do I talk so much about audit? A properly conducted audit is 80% of the success of change activities, where the cost of a mistake is too high. For some businesses, it is equal to their death. So is it worth it to take the free bait?
And what does a strong brand, effective packaging design of your product affect in your business?
I name four main parameters, they are:
Tip: if you are offered to conduct a free audit - ask who will conduct it and how, what methodology will be used, what actions will be taken, the purpose of these actions, what you will get in the end, what will be the result, why you will have to trust this result. If in response you hear an incoherent lowing and “we are professionals, why don’t you trust us! We have so many awards and successful cases” or something like that – turn around and leave – you are being scammed.
Why do I talk so much about audit? A properly conducted audit is 80% of the success of change activities, where the cost of a mistake is too high. For some businesses, it is equal to their death. So is it worth it to take the free bait?
And what does a strong brand, effective packaging design of your product affect in your business?
I name four main parameters, they are:
GROSS REVENUE INCREASE
INCREASE MARKET SHARE
RATE OF INVESTMENT RETURN
INCREASING THE FREQUENCY OF PURCHASE OF GOODS/SERVICES
And I believe that you would like these parameters in your business to constantly increase.
Why exactly these parameters? I talked about this in detail in my article “How packaging design affects the increase in sales”. And the key parameter that triggers the other three is the frequency of purchases of your product at the point of sale.
Therefore, when conducting an audit, you should get an answer to the question – what is your reason for reducing the frequency of buying your product. Get facts and figures, not someone else’s speculation.
How do we do it
For a comprehensive diagnosis of your design and brand, we have two unique authoring tools in our arsenal: “Three Layers of Efficiency” ™ – a tool for primary design diagnosis and the creation of highly effective commercial design using visual, contextual and conversion design layers, as well as “3D Brand Field” ™ — a tool for primary brand diagnostics and comprehensive brand creation in terms of value / product / communication. By clicking on the links, you can get acquainted in detail with each tool separately, as well as download checklists with which you can independently perform express diagnostics.
INCREASING THE FREQUENCY OF PURCHASE OF GOODS/SERVICES
And I believe that you would like these parameters in your business to constantly increase.
Why exactly these parameters? I talked about this in detail in my article “How packaging design affects the increase in sales”. And the key parameter that triggers the other three is the frequency of purchases of your product at the point of sale.
Therefore, when conducting an audit, you should get an answer to the question – what is your reason for reducing the frequency of buying your product. Get facts and figures, not someone else’s speculation.
Packaging design is a key element of visual communication with your customer, which directly affects the purchase frequency.
Audit according to our methodology “Three Layers of Efficiency” ™ “Three Layers of Efficiency” ™
will show which way we will go – rebranding or redesign. I’ll get back to describing the audit and how it will show us the right way, but for now I’d like to give you a definition of what each process is and what it affects.
Rebranding
The word itself contains its meaning – rebranding is a restart of the brand. It is the brand, if you have one. Why is a brand relaunch needed?
Mistakes in the development and launch of the brand. The previous developer at the beginning of the project to create a brand made mistakes that led to a decrease in sales of your company’s product, and therefore a decrease in revenue and market share. What could be the errors:
01
02
03
04
05
misidentified your target audience
the value of the brand for the target audience is not defined
mismatch between brand value and target audience
the product does not meet the declared values
it is not clear why you need to buy this brand/product of the target audience
All these mistakes can be corrected by developing a brand platform and creating a design that will communicate to your consumer the benefits and advantages of your brand.
But there are other reasons as well. One lies in the market and is less common, but has global implications.
Change of trend to consumption. They happen at regular intervals. One of my acquaintances, who lives in the center of St. Petersburg, said, “Earlier in the nineties, I constantly saw how young people drank alcohol in our yard, but now, on the contrary, everyone has begun to run and play sports on the street.” Indeed, there has been a reduction in alcohol consumption in the country. People are taking more and more care of themselves. You won’t even remember those vodka brands that have gone to another world and will never return. From the past, only those remained that were really of value to people and had a strong brand and a significant market share. But interestingly, in the wake of self-care, a new trend is emerging – organic vodka. The king is dead – long live the king!
There is another difficulty encountered on the path of faith. To faith in the future name.
Brand development strategy changes. It happens that you had one brand development hypothesis. For example, your product was based on the need “Energy and Freedom” (the need term “Energy and Freedom” is taken from our Growth Platforms™ brand positioning tool ).
For a while, you’ve been producing this product by communicating values ​​to consumers that match that need. But after analyzing the market, competitors and consumers, comparing data with your ability to release a product, you realized that by adjusting the recipe, taste and packaging, you can translate the brand into another need, for example, “Individuality” or “Pleasure”, which in the future will increase your margin and ensure sales. In this case, the target audience of the brand and product changes. Along with it, the brand strategy, its values, benefits and advantages, as well as all visual communications, are changing.
Rebranding always leads to a change in all visual communications of the company and brand. Rebranding, then redesign - and only in this sequence.
Otherwise, why carry it out if everything remains the same. In this case, no one will notice your changes. And you should not immediately grab onto design changes if you have not resolved the issue with the brand strategy. You will simply create another picture that will not communicate anything to your customers. Even if she wins the most prestigious design awards, it doesn’t mean anything. Creative and commercial awards exist in different worlds. I have never seen representatives of retail or industrial entrepreneurs in the jury of all festivals. Therefore, creative works are evaluated by creatives who are so far from commerce and from those target groups of people for whom we create products. Therefore, if you ignore the work on the brand at the beginning of the project, starting with the development of design – 99.8% that this is a failure. 0.02% – maybe you are lucky and you guessed something. Remember that the price of a mistake here is too high. And this is not how much you spent on design development, but how much you will spend later: costs for the production of labels and packaging, product, logistics, listing in networks, rebates. Hold it all. Will you have the money and time to correct the mistake?
