THE DOS AND DON’TS OF A REBRANDING STRATEGY By, Jordan Devos Companies with strong brand recognition know
had already been conducting ad-hoc user research
that it is a hard-earned position requiring strategy,
while hosting Airbnb guests at their fit-for-purpose
design, and constant attention. When the time
loft. The team then embarked on a year-long immersive
comes to reconsider, revamp, and redefine the brand
research phase that took them to all corners of the world
image, there is a mountain of things to think about. A
where they experienced the brand as users do.
rebranding strategy can be daunting. Combined with numerous internal interviews and However, there are many companies who have gone
extensive competitor analysis, the team uncovered
through the experience of rebranding and have come
common beliefs and values among everyone who
out the other side with a lesson to share. Learning
interacted with the brand. The research successfully
from the wisdom of others (or lack thereof) is the first
brought focus to the brand as a community of belonging,
step towards a successful rebrand.
which they manifested in every brand touchpoint.
REBRANDING STRATEGY DOS
2
1
It can be argued that a brand is made up of the people
REFOCUS THROUGH RESEARCH
A rebranding project is no place for the fear of commitment. It’s a time to search every nook and cranny to uncover what it is that makes a brand exceptional and unique.
Airbnb Airbnb’s rebrand is based on extensive research and alignment of internal and external values. Airbnb rebranded in 2014 by DesignStudio. Airbnb is an online marketplace where hosts rent out their homes or rooms to traveling guests. When DesignStudio kicked off the rebrand project, they
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FIND INSPIRATION IN CUSTOMERS
who ascribe to it. Loyal customers can authentically point to what makes the brand great—a strong foundation for a rebrand.
Camden Market Camden Market’s successful rebranding reflects the community that makes it up. Camden Market rebranded in 2016 by Ragged Edge. They are an outdoor retail space in London with a history steeped in punk counterculture (Amy Winehouse frequented the area). It’s a community that would shun a strict corporate identity commonly found in retail destinations.
