Welcome to our ultimate guide on rebranding done right! Sometimes a brand transformation is essential for a company to stay relevant in a constantly changing market. However, it’s a tricky process that requires careful planning and execution. In this blog post, we’re going to explore some inspiring stories of successful brand transformations that will provide you with valuable insights and tips on how to make your own rebranding a success.

1. Burberry: From Chav to Chic

Burberry is a luxury fashion brand that had fallen out of favor with its core audience. The brand’s signature check pattern was heavily associated with the ‘chav’ culture, which had a negative connotation in British society. In the early 2000s, the brand was struggling, and sales were declining rapidly.

To revive its fortunes, Burberry decided to undertake a bold rebranding strategy that involved revamping its image and refocusing on its heritage and quality. Key aspects of the transformation included:

  • A change in leadership.
  • A new logo and ad campaign.
  • Reducing the visibility of its iconic check pattern.
  • Creating a social media buzz around its new image.

As a result of these changes, Burberry managed to turn things around. It went from being considered a “chav” brand to being seen as a luxurious and fashionable label once again.

Burberry's flagship store in London with elegant window displays

2. Old Spice: From Your Dad’s Deodorant to a Trendy Brand

Old Spice is a brand that was seen as old-fashioned and unappealing to younger audiences. Despite being a staple in the men’s grooming aisle, it lacked a sense of style or personality. However, in 2010, Old Spice released a series of viral advertisements that turned the brand’s image on its head.

The ‘The Man Your Man Could Smell Like’ campaign was an instant hit that featured a suave and humorous spokesman who appealed to a younger and trendier demographic. The ads went viral, and soon, Old Spice was back in the game.

Since then, the brand has continued to innovate and update its image and product range. Old Spice has transformed from the dad’s deodorant sitting in the back of the medicine cabinet to a brand that’s fun, masculine, and relevant.

An image of the Old Spice 'Man Your Man Could Smell Like' campaign's suave spokesman

3. Airbnb: Breaking Boundaries in the Hospitality Industry

Airbnb’s rebranding story is a tale of how the right brand strategy can redefine an entire industry. Airbnb started as a platform that connected travelers with affordable accommodation, but the brand soon became synonymous with new and unique travel experiences.

To keep up with the brand’s growth and evolution, Airbnb rebranded itself in 2014. The company’s new logo resembling the iconic Airbnb symbol- thus giving rise to people calling it “the shy logo” (due to its resemblance to a distorted copy of the symbol) was part of a larger rebranding strategy that included:

  • A redesigned website and app.
  • A new brand positioning centered around “belonging” and “community.”
  • A concerted effort to expand its services beyond accommodation and into social impact initiatives.

The rebrand helped Airbnb become a provider of unique travel experiences rather than just a marketplace for cheap rentals.

A snapshot of a couple enjoying their Airbnb experience by cooking a meal together in a rental kitchen

4. Apple: From the Brink of Bankruptcy, to Trillion-Dollar Company

Apple’s rebranding story is one of the most inspiring and transformative stories of business history. In the late 1990s, Apple was almost bankrupt and was losing market share to competitors such as Microsoft. However, a radical rebranding strategy that involved a focus on design and innovation helped turn things around.

Apple’s strategy entailed creating a sleek and streamlined product range that showcased its superior design and functionality. The company also worked hard to create a distinctive brand identity that set it apart from its competitors.

Today Apple is a trillion-dollar company that has managed to become a leading symbol of innovation and style in the tech world.

A photo of the first Apple iPhone being used by a consumer, highlighting the brand's unique design.

Final Thoughts

In conclusion, rebranding has the potential to transform a struggling brand into a success story. The key to a successful rebranding campaign is a clear understanding of who your core audience is and what unique value you can offer them. A well-executed rebranding campaign requires careful planning, execution, and patience. Finally, remember to be bold and adventurous in your brand vision- the journey can be tumultuous, but the end goal is always worth it. 🚀