If Good Branding Goes Bad

By textbook definition, a brand is the identity of a specific product, service, or business. In a much broader aspect of the word, a brand is the personality of a company – and one of the most valuable components of successful advertising. Brands create expectations for consumers; the majority of individuals think that Polaroid still makes instant photos and that Wal-Mart has “low prices always”. Image Courtesy of the NBA and Brand New (2010)

As time goes on, companies have to keep up with trends and competition – and sometimes the solution can be found in brand re-imaging. Taking something so vast and vague like a “brand” and tweaking it to suit your consumers can have many different results– both good and bad. For example, doing research on only a niche market and altering your brand based on those results can position your company as catering to 7% of your actual customer base. Even things like changing a font can alter outsider’s perception of your company. Change from something boxy like Impact to something elegant like Commercial Script will convey a more poised image to your customers – if that’s the look you’re intending for your brand.  In a successful outcome, this overhaul allows for consumers to quickly identify the company’s purpose or specialty. Good re-branding also allows for consumers to be drawn to the brand, easily recognizing it by image or name – thus giving the brand more lasting power in a competitive market. But what happens when these changes aren’t for the better?

On Brand New, courtesy of Under Consideration, readers can witness the process of rebranding for various types of companies, as well as before/after photos and critique from both professionals and enthusiasts. From Melbourne’s train service overhaul to Wal-Mart’s sterilization of private labels, a lot can be learned from Brand New about “me too” brand identities, oversaturated colors, and finding the right balance in a new brand image.

Even if you’ve never ventured beyond Paint and WordPad, or if you’ve never taken a business course in your life, Brand New by Under Consideration helps bring out both your critical eye and your inner marketer.

By Jennifer Kearney

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