How a Branding Overhaul Can Move Your Business Forward How a Branding Overhaul Can Move Your Business Forward Is your business not attracting the clients you want? Although you might think you have the perfect business idea, that doesn’t explain why your growth is slowing, or your target demographics are not being reached. If your business, whether it’s a startup or an established company, is suffering from these problems, then maybe it’s time for a brand overhaul. How you brand your company and present it to the public is considered to be the single most important factor in determining business success. How your company looks, feels, sounds and engages with audiences is in many ways more important than what you’re actually selling. A rebrand can be just what you need to revitalize a slumping business. Here’s how to do it the right way. Rebranding Done Right A rebrand is never a magic cure-all for your business. You need to make sure the time is right and that you’re going about it the right way. The best way to do this is to follow the lead of some companies that have staged hugely successful rebrands in the last few years, as they have plenty of lessons to teach. One of the most common reasons companies rebrand is to adapt to shifting demographics, usually in an attempt to attract younger customers. Plenty of household names are still thriving because they managed to successfully inject a little youth into their brand. Take the fragrance giant Old Spice, for example; ten years ago sales were struggling, as the brand struggled to throw off a reputation as an old, outdated fragrance, in the face of competition from younger brands such as Axe. They overhauled their brand with their iconic “Axe Swagger” ad campaign, featuring rap stars, NFL players and famous young actors using the fragrance in a series of sarcastic commercials. The brand took off exponentially as a result and is today one of the top selling body sprays in the US. Successful rebranding does not just apply to products. Take the UK-wide bingo chain Buzz Bingo, which only recently completely overhauled their brand to become a more trendy, youthful venue. They revamped the logo and completed redecorated many of their spaces, providing more space colour and of course, hipster food staples like fully-stacked burgers and spicy burritos. The move was a huge success, and has since helped spur on a new trend of millennials heading to bingo. A re-brand could also re-launch your food and beverage business. Take the classic American beer Pabst Blue Ribbon, which only a few years ago was seriously in the doldrums. Rather than going for an intensive marketing campaign, the brand managed to reposition itself as a staple of the young hipster night out, simply by ensuring a strong presence at some of the hippest venues and club nights across the world. With a little help from pop stars like Lana Del Rey, who famously references Blue Ribbon in her song “This Is What Makes Us Girls”, the brand has enjoyed its best growth streak in history. Follow these examples, and you’ll be able to move your business forward. Targeting high spending demographics like millennials is a tried a tested winner, so doing your research and learning to connect with them is key to revitalizing your brand. SWAAY Studios Meet the branded content arm of SWAAY.