Rebranding Lessons Courtesy Of Instagram
This May, Instagram went under a rebrand that sent its 80 million users into a frenzy – us foxes included. And amidst its reformation, the photo sharing giant gave us a few rebranding lessons.
Instagram ditched its retro rainbow striped Polaroid logo, for a sleek illustration of a camera anchored by a gradient of sunset hues.
Complimenting its logo is its new interface. It’s once chrome and blue bevelled layout has been replaced with stark whites and blacks with pops of watermelon pink notifications.
Here in the Fox Den it is simple to say that we couldn’t be happier. This minimalistic shift means that there is no more clutter or distractions – all focus is centred on your photos. Additionally, Instagram’s makeover is ideal for brands and advertisers to coherently communicate their message across to their audience. From a business perspective, the rebranding of this beloved photo journaling app acts as an ideal model of repositioning.
So if like Instagram you are thinking of giving your business or brand a magnificent facelift, here are a few things you should consider before doing so:
Why are you rebranding?
First of all, you have to ask yourself a simple but very important question. What is your reasoning behind this rebrand? What aspects or insights are driving this change? This ‘why’ will act as a crystal ball for all future business decisions and forks on the road.
Your rebranding has to reflect your business values and services
Businesses are like seedlings. They grow and evolve and in many cases cultivate into something you would have in no way anticipated upon its planting. Remember that this is okay. Businesses develop organically and can, in fact, sprout away from their initial concept. You don’t want your original design and branding to detract from your current perception so a revamp in this case would be beneficial to both your business and its consumers. Stay true to yourself and align your business’s values with your audience wants and needs.
Look at the competitive landscape of your business
Feeling a bit behind the times and lacking knowledge of the current landscape of your business? Look at your competitors. Take a note of their successes and then transform and tweak them into your own unique triumphs.
What makes your brand stand out from everyone else?
To put it simply you want your business to be a sparkling red rose in a bed of prickling thorns. Identify your value proposition that reinforces your goals and use them to establish an outline for your rebrand whilst keeping continuity. It is great if you feel that it is time for a change but try to build on your old brands appeal in the process. Remember that your business is still the same so try not to spice things up too much otherwise an abrupt transition without too much thought could be a make or break situation. Like Instagram, a fresh new design could for some be unnecessary or for others be revolutionary. Make sure it’s the latter.
Look at the present and the future
Take a good look at your business’s values and services. They need to serve your consumers needs and wants now and in the future. Keep modernity in mind and design your brand in a way that you would like to see it grow to be.