How to Plan a Packaging Rebrand
Packaging creates the first impression
When it comes to connecting with your audience, nothing is more important than packaging.
Packaging creates the first impression, conveys the brand’s values, vision, and identity, and makes an indelible mark on the psyche of the consumer. Rebranding is therefore an opportunity to tick all the right boxes, but what’s the best strategy for getting it right? Here’s a quick-read solution!
WHY DOES REBRANDING MATTER?
Rebranding is a central element of strategic continuity management. For instance, tech companies such as Microsoft routinely rebrand their logo in order to flaunt new digital developments, to reflect confidence in the brand, and to keep their products and services looking fresh. Furthermore, research shows that consumers have come to expect to rebrand and are prepared to have their attitudes changed – for better or for worse – by the new design.
WHAT ARE THE RISKS OF REBRANDING?
Brand loyalty is a complex phenomenon, and even though it is central to brand survival, rebranding carries multiple risks. The most glaring one is losing an existing client base, whether through disappointment at the rebrand (think Milky-Way, Opal Fruits, and Marathon), or whether the new identity creates a feeling of alienation. There is also the risk of losing established web assets and associated revenue, leading to a costly scramble to restructure. Finally – and frequently overlooked – failing to budget correctly is a major pitfall. Inadequate budgets tend to translate to uninspiring rebrands and are the foundation of the majority of risks.
HOW CAN I DODGE THE RISKS?
Thankfully, there are lots of established methods for successful rebranding. The first thing to do is analyse your situation by focusing on market research and delving deeply into the data. Secondly, unless your company are branding experts, be sure to outsource this part of the process as it will enhance accuracy, improve the speed of the project, and increase cost-effectiveness. Projects that miss the mark will often miss the audience window too, meaning the idea is no longer relevant by the time the launch is ready to go. The result is a costly mistake that loses loyal customers. Therefore, factor in quality and accurate timescales when outlining your budget.
WHAT’S THE MOST EFFECTIVE ROUTE TOWARDS SUCCESSFUL REBRANDING?
The most effective rebranding needs to be partnership driven. Start by organising a chemistry meeting with your creative team to check that you are equally enthused by the vision and goals of the project. If the correct synergy is ignited, begin asking the difficult questions. For instance, is the synergy good enough that you can trust the team to offer end-to-end rebranding, or do you need to take more of a steering role in the project? How will this affect your budget and timescale? How strong are the technical capabilities of the creative team? Do they have experts in the areas you require, and do those experts have the support and equipment that they need? Getting these practicalities established from the start can make the difference between a winning rebrand and a disappointment.
NEXT STEPS
Rebranding can be an exciting, dynamic experience that showcases a vision to a hungry audience whilst keeping shopping carts brimming. Get it wrong, however, and you might end up with a basketful of regrets. To make sure that you’re on the winning team, have a chat with one of our creative content specialists today.
