Marketers are revisiting their packaging, logos, as well as visual ways of presenting their identity as a result of the pandemic and the Black Matter Lives movement, along with additional things.
In many respects, the world has changed from the beginning of the pandemic, however, the sheer number of companies with a new design could cause customers to carry a couple of double-takes since they can scan the shelving or explore online.
Several well-known businesses, notably within the CPG- consumer packaged goods market, including Tecate, Keebler, Heinz, and J.M. Smucker, debuted new logos, updated packaging, and in some cases an entirely new brand identity in 2020.
While a major refresh brand could take one year to finish, agency and marketers executives say certain work done during the pandemic has been rushed due to increased competition for attention during the crisis and altering lifestyles of consumers which are presenting fresh challenges and opportunities for different brands.
“People are becoming irritated. They eat pretty much the same each day, and as a result, they’re discovering brands and items they’d never considered before,” Satoru Wakeshima, who is the managing director of CBX, the company that redesigned the brand of J. M. Smucker, agreed.
Brands have accelerated the growth of their feel and appearance for a variety of reasons, including the pandemic. Post the demise of Breonna Taylor and George Floyd, for example, companies such as Eskimo Pies and Aunt Jemima, as well as the Washington Football Team, started attempting to adopt a more culturally aware strategy.
“People are wanting change in every part of their lives,” said Kristy Gulsvig, Gigasavvy’s brand strategy director. Consumers now demand brands that refer to something more than ever before, and they are penalizing brands that do not sync.
You must find a careful balance between what your customers will take and the point at which they will say, “This is no longer my brand”
Robb Hecht, a marketing adjunct professor at New York’s Baruch College, concurred, adding that brand updates are occurring more regularly now as a result of a need for relevancy rather than traditional financial goals.
He stated, “They nearly shouldn’t be termed a brand refresh anymore.” “They should be referred to as an ‘audience refresh.'”
According to several people contacted for this piece, the greater move toward online purchase might be a role in many brand modifications. Complex artwork may not stick out as well on marketplaces such as Amazon and smartphones, necessitating the use of simpler, back-to-fonts and logos basics.
Trying to strike a balance between change and tradition, as well as equity.
However, when a long history of the company as well as great consumer recognition, a brand update might be challenging. Wakeshima said his staff at CBX has frequently functioned with companies with more than a century of equity and history.
“It is a massive responsibility. You must find a careful balance between what your customers will take and the point at which they will say, “This is no longer my brand,” he stated.
Then there’s the challenge of inspiring clients to make big adjustments. Discussions can be challenging even when quantitative and qualitative research market is included.
“The finest clientele will allow you to make them feel uneasy, but not sick,” Wakeshima stated.
According to Sean Campbell, founder, and CEO of market research firm Cascade Insights, organizations regarding a refreshed brand ought to first rule out the other viable remedies for the problem they’re having before taking the plunge.
“Perhaps what they require is not quite a refreshment at all,” he says, but rather a best market positioning or SEO approach.
A brand update is probably not a good option if other brands believe they have a good link with their customers
The three most typical circumstances that force a firm to rebrand, according to Campbell, are when their consumer base alterations, whenever the services or products expand the capabilities, as well as post the acquisition. However, not many businesses wait till there is a good establishment to renew their brand.
Jena Wolfe and Rachel Hochhauser, co-founded Piecework Puzzles in 2019, however, as many more people continued to interact using jigsaw puzzles in the time of quarantine, they saw a crop of identical brand competitor feel and look. After this, they came across an article in Bloomberg Businessweek about many startup businesses’ drab homogeneity, which struck a chord with them.
As an outcome, Piecework Puzzles developed a lot more dynamic appearance and feel throughout their website and additional features, which Wolfe believes is more in line with their focussed audience of contemporary women.
Hochhauser remarked, “We’ve moved pretty swiftly.” “We seemed to have the house’s foundations and bones in place, but we hadn’t chosen the correct wallpaper. [Wallpaper] has now become an integral component of our fresh identity
Keeping up with the times
Even within the agency business, the pressure for a better reflection of an organization’s attitude is driving brand revisions. For example, Y&R PR rebranded as Goodfuse earlier this month and debuted a whole new visual recognition.
Despite the fact that the work started much prior to the pandemic, says Olga Fleming, the CEO of Goodfuse believes the timing is fortunate. The company’s new logo, which for instance, was created to signify that it provides communications with a personal touch. Its color scheme includes a wide range of hues intended to represent attributes like vigor and empathy among its employees.
“What is the best time to carry forward a brand update like this forward as compared to current times, when all of the people are talking about humanizing everything?” she wondered.
A brand update is probably not a good option if other brands believe they have a good link with their customers and do not perceive new chances to give value in ways they need now, according to Fleming.
“People already have enough variables to cope with on a daily basis,” she remarked. “We’ve had enough of change for their trustworthy brands or actually rely on. More change isn’t required.”
Pepsi, on the other hand, has effectively “educated” its people who shall undergo certain forms of refreshment every couple of years, according to Wakeshima, whereas Coke tends to make more subtle modifications. CMOs must identify the appropriate pace for the brand as well as understand that, while a refresh may increase brand awareness or loyalty, it rarely solves an immediate business need.
“It’s frequently too late by that time the marketer understands It is a period of brand refresh he said.