Article Chosen: “Brand Identity: Making The Transition From Old To New”
The article of “Brand Identity: Making The Transition From Old To New” is about creating a new brand identity for a company and mentions the transitional methods that could be implemented in order to successfully maintain the new brand. As mentioned by Vesey, A. (2016, May 09), One method is “The Big Reveal” where the brand is carefully planned and then instantly revealed to the public, the second method “The Timeline” suggests that the brand is publicized from the beginning and maintain over a certain period of time. The final method is “The Evolution” is basically allowing the brand to evolve on its own, without any guidelines to push it forward.
In order to achieve brand success when it’s time for a company to rebrand, they have to choose between transitional methods for them to succeed and back it up with why they have chosen it.
If “The Big Reveal” is chosen, there will be an easier progression from one brand identity to another by strategically planning the brand and launching it for the public when it is ready. This is the best method, according to TOKY. (2017, January 25).
For “The timeline”, Appendix 1 shows the cycle of the timeline transitional process. As the brand identity development progresses further down the line, the company slowly begins to integrate the plan. As stated by Fresh Consulting. (n.d.), this method allows the company to focus on the understanding of the brand consumers and consumer education. Also, it allows the company to change their brand identity before it is launched in case the consumers do not prefer the new identity, therefore it will not only benefit the company but also appeal to the consumers.
The final transitional method “The Evolution”, is unpredictable and illogical as it grants the company permission to launch the new brand identity without planning or strategizing. This is the perfect method for marketers who are agile and wish to achieve success quickly, however this method has caused a myriad of problems since the plan is put in motion without proper branding guidelines.
How does this affect branding and marketing?
As reported by Lake, L. (2016, December 17), branding is a necessity in marketing and the consumers are its infrastructure that support the brand. Basically, the main factor that affects the brand is the consumers.
A strong brand evaluation not only provides loyal consumers but also loyal employees as it gives credence to their sense of belonging to the brand. If the new brand identity fails, then consumers would disapprove the new brand and employees might not be motivated to work for the company.
Another point of information, as mentioned by Handlin, A. (2016, October 26), is that if the new brand identity does not impress the consumers, then their buying behavior and purchasing decisions will affect the company’s brand. So, if a consumer does not like the new brand identity, then they will not feel compelled to purchase and the company will lose sales. If the consumers do like the new brand identity, then this creates brand loyalty and will encourage them to purchase.
- Vesey, A. (2016, Feb 01). Brand Identity: Making The Transition From Old To New. Retrieved May 13, 2017, from http://www.brandquarterly.com/brand-identity-making-transition-old-new
- (2017, January 25). How to Launch a New Brand Identity. Retrieved May 13, 2017, from https://toky.com/journal/2014/11/19/launching-your-new-brand-identity/
- Fresh Consulting. (n.d.). BRANDING & IDENTITY PROCESS. Retrieved May 14, 2017, from https://cdn.freshconsulting.com/wp-content/uploads/2015/02/Fresh-Consulting-Branding-Identity-process.pdf
- Lake, L. (2016, December 17). Why Branding Is More Important Than Ever. Retrieved May 16, 2017, from https://www.thebalance.com/why-is-branding-important-when-it-comes-to-your-marketing-2294845
- Handlin, A. (2016, October 26). The Significance of Branding as a Marketing Strategy on Consumer Behavior. Retrieved May 16, 2017, from http://smallbusiness.chron.com/significance-branding-marketing-strategy-consumer-behavior-16594.html