Andjelic, A. (2021, December 23). 4 Elements of a Successful Brand Refresh. Harvard Business Review. https://hbr.org/2021/12/4-elements-of-a-successful-brand-refresh
Product, story, culture, and customer are the four pillars of a successful rebrand. When attempting to refresh their brand, companies must create a signature brand aesthetic with which core products align. This will help deliver a new, shared brand experience to customers. Companies must tell a compelling brand story, because consumers may be more likely to buy a product if they’re also buying into an appealing story. This brand story also provides internal unity and clarifies the organization’s direction. Companies should find ways of connecting the new brand with pop culture, whether that be through new trends or old company traditions. Finally, when refreshing their brand, companies should have a clear understanding of what customers want. Applied consistently over time, product, story, culture, and customer can help a company successfully and sustainably rebrand.
Often, rebranding is seen as a solution to a company’s problems, but often these attempts are unsuccessful. As a communications leader, it’s important to know what it actually takes to execute a successful brand revamp. These pillars can be supported through social media efforts. For instance, a new brand aesthetic and story should be present in the types of content posted on social media, the appearance of that content, the voice of that content, and the way the brand engages with customers. Social media can facilitate pop culture connections through strategies like using social media influencers and hopping on social media trends. And through social media listening, customer characteristics can be gleaned to help inform the company’s customer framework.
Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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