Hey there, listeners! I'm Greg Merrilees, co-host of the Real Magic Design Podcast, and I'm excited to dive into today's episode with my good friend and co-host, Alan Nunez.

As we kick things off, I can't help but reflect on the whirlwind of activity that's been happening at my design studio, Studio One Design. You see, Halloween is just around the corner, and my daughter is thrilled about it. She's been planning her costume for months and has been begging my wife, who's an incredible designer, to transform our home into a spooky, spider-web-filled wonderland.

It's amazing to see the level of design effort that goes into making Halloween such a special event. From the intricate decorations to the creative costumes, there's no shortage of inspiration. And of course, it's a hugely profitable time of year for businesses, so we've been working hard to develop some exciting Halloween-themed products and concepts.

But enough about my personal life - let's dive into today's topic, which is all about rebranding. When should you consider a rebrand, and more importantly, how can you avoid the common pitfalls that so many businesses fall into? Alan and I have some fascinating case studies to share, from iconic brands like YouTube and MasterCard to some local Australian examples that I think you'll find interesting.

We'll be exploring the different types of rebranding, the importance of maintaining brand integrity, and the critical mistakes to avoid when embarking on a rebrand. Whether you're a small business owner or a design professional, I'm confident you'll walk away from this episode with some valuable insights that you can apply to your own work.

So sit back, relax, and get ready to learn all about the art and science of rebranding. Alan and I are here to share our expertise and hopefully inspire you to approach your branding challenges with a fresh perspective.

• Halloween design and business, with a focus on product creation and marketing
• Why leadership involvement in operations drives customer understanding and morale, plus when and how to approach rebranding‍
• Rebranding strategies and common mistakes to avoid.
• How logo redesigns, including YouTube’s simplicity, Audi’s cleaner rings, and the MasterCard controversy, are shaping brand identity
• How brand changes can succeed or fail, with insights on rebranding strategies, customer understanding, and the importance of market research
• Key steps to successful rebranding, including customer research, maintaining recognizable elements, and ensuring a smooth transition.
• The importance of rebranding with purpose, maintaining logo integrity, and avoiding unnecessary changes

When Should You Rebrand (and How to Avoid 3 Massive Mistakes)

As designers and business owners, we're often faced with the question of when to rebrand. It's a decision that can have far-reaching implications for a company's identity, customer perception, and ultimately, its bottom line. In this blog post, we'll explore the key considerations around rebranding and share some crucial advice to help you avoid common pitfalls.

First, let's define the different types of rebranding. There are three main categories to consider:

1. Revamping: This is a more subtle approach where you modernize your existing brand, updating the look and feel to keep up with current design trends. The core identity remains largely intact.

2. Changing Identity: This is a more fundamental shift, often driven by a business acquisition, a significant change in product offerings, or a strategic pivot in the company's direction.

3. Startup to Established: As a business evolves from a scrappy startup to a more mature, established player, the original branding may no longer reflect the company's growth and aspirations. A rebrand can help signal this transition.

Now, let's dive into the three massive mistakes to avoid when rebranding:

1. Lack of Continuity: One of the biggest mistakes businesses make is completely abandoning the original logo and branding, creating something entirely new and unrecognizable. This can be a recipe for disaster, as it severs the connection with your existing customer base and erodes brand equity.

Instead, try to retain some recognizable elements from your original logo, such as an iconic symbol, shape, or color scheme. The Commonwealth Bank of Australia is a great example of this – they updated their branding to a sleek, modern diamond icon, but kept the core "CommBank" name and color palette.

2. Changing Everything at Once: Just because you have a new logo, it doesn't mean you need to overhaul your entire visual identity and all of your marketing assets. This can create a jarring, disconnected experience for your customers.

Take a more gradual approach, updating key touchpoints like your website, social media, and marketing collateral over time. This allows you to maintain a sense of familiarity and consistency, while gradually rolling out the new branding.

A great example of this is YouTube's recent rebrand. They updated their iconic logo by separating the YouTube wordmark from the play button icon, but kept the recognizable red color scheme. This allowed them to evolve the brand without completely disrupting the user experience.

3. Lack of Purpose: Perhaps the most critical mistake is rebranding without a clear, well-defined purpose. Far too often, businesses rebrand simply because they're "bored" with their current look or feel it's outdated, without considering the broader implications and strategic rationale.

Before embarking on a rebrand, take the time to thoroughly understand your customers, your market, and your business goals. What is the underlying reason for the change? How will it better serve your target audience and support your long-term vision? Answering these questions will help you develop a compelling narrative to guide the rebranding process.

One example that illustrates this well is the rebrand of the Australian dairy brand Craft to Dairy Lee. The decision to abandon the well-established Craft brand in favor of a new identity was met with confusion and frustration from loyal customers. Without a clear, customer-centric rationale for the change, the rebrand was perceived as an unnecessary and potentially disastrous move.

So, when should you consider a rebrand? The answer largely depends on the size and reach of your business, as well as the strength of your existing brand. Smaller businesses may not see a significant impact from a complete overhaul, but for larger, more established brands, it's crucial to tread carefully.

Conduct thorough market research, survey your customers, and gain a deep understanding of what your brand represents before making any major changes. And remember, a rebrand doesn't have to be an all-or-nothing proposition – sometimes a subtle revamp is all you need to breathe new life into your visual identity.

By keeping these principles in mind and avoiding the common pitfalls, you can navigate the rebranding process with confidence, ensuring that your brand remains relevant, recognizable, and resonant with your target audience.