Don’t Rebrand Like Meta

Meta, (formerly Facebook) completely missed the mark with their rebrand, they didn’t listen to consumers and ignored seemingly obvious hints from the disapproving public. The result? Meta is struggling. They have recently laid off 11,000 employees after seeing sales declines and rising expenses. Whether it’s the sole cause or not, we can speculate that sales decline is due to public distaste for Meta’s untimely rebranding without tying up loose ends. 

Photo retrieved from The Verge 

Let’s first cover the difference between branding and rebranding, then we’ll get into the do’s and don’ts of a rebrand. Branding is the initial formulation of defined company message, feel, and features. Rebranding is taking initial branding and modifying it for a new purpose or to incorporate a new look, new elements, distinguish itself under new management or other. 

Now that we’ve established that, what are the do’s and don’ts of rebranding? 

Do: 

Create a big idea if your company doesn’t already have one

See Ad Age’s guide to big ideas. 

Approve any new logos with a focus group 

Ask, is there any specific impression that the new logo is supposed to “get” from viewers? A company's intention with a rebrand and new logo may be received differently than intended. It may seem like an extra step to get logo’s tested with focus groups but they will provide valuable insight into what a new logo is communicating. Further than this, have some one on one sessions with employees about their thoughts of potential new logos. Employees will see new badging in a different light than the designers who create it and will provide crucial insight. 

Pick and define a color scheme 

 If your brand doesn’t already contain a defined color scheme, it’s time to create one. Research has shown the benefits of associating one main color or a multi-color color palette into a company's branding for brand recognition and positive association. 

Formulate new connections with your rebrand

             Birds of a feather flock together. When creating new branding for your company new associations will be made of its potential and direction. When rebranding, make sure to have key  representatives of your company network with new contacts to start making a name for the direction that your company is going. 

Although, sometimes it’s easier to define what not to do rather than what to do. 

Here are some don’ts. 

Don’t: 

Create inconsistent brand messaging by allowing overthinking to sneak in

 There is such thing as considering the outcomes of your messaging, but make sure you don’t go too overboard with overthinking every little word of rebranding messaging. If you do, you’ll be sure to create some awkward phrasing that might not run consistent with other copy. 

(Don’t) wait to promote

                 Many companies make the mistake of letting their rebrand go quietly. Even if there isn’t crazy song and dance for your rebrand, new messaging, new logos, or new-anything is newsworthy. Don’t pass up the opportunity to let key publics know about rebranding. Time will work against you on the release of rebranding, don’t let it! It might be easy to let the weeks slip away without doing anything. 

Confuse rebranding with advertising

                 With what was said above, although rebranding is letting key publics know about a new look or new messaging, it is not to be confused with advertising. Rebranding is promotional in its nature, but it is not a new advertising campaign which (1) runs its course, and (2) is searching for metrics on one measurement total. 

(Don’t) forget to notice when other companies in your circle rebrand

                As Buddy the elf said, “the best way to spread christmas cheer is singing loud for all to hear” the best way to show care and attention is being paid to those in your company's circle is to taken notice when they are pursuing a rebrand. They will take note of that your support and will be sure to return the favor! 

And finally, don’t be like Meta in your rebrand. Public relations practitioners take notice of the best timing to pursue their rebrand and act accordingly. The do’s and don’ts outlined in this blog post are some guidelines to get you started, taking on a rebrand is a daunting task but beneficial in a myriad of ways.

Riley Sweet is a senior majoring in Advertising and Public Relations. This is her first year participating in GrandPR as she is looking to grow PR skills and practices. Her prior experience includes being part of the National Student Advertising Competition (NSAC) and interning for Grand Steel as 1/2 of their marketing team. After graduation she plans on navigating the professional world by job hunting for the best opportunity, whichever city/state that may be.