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How can you create a brand identity for a company with a negative reputation?

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If you work for a company that has a negative reputation, you might face some challenges when creating a brand identity. A brand identity is how you communicate your values, personality, and promise to your audience. It includes your name, logo, design, tone of voice, and other elements that shape your image. How can you create a brand identity that overcomes the negative perceptions and builds trust and loyalty? Here are some tips to help you.

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Jo-Anne Wiseman-Chow

Creative Director Design | Empowering corporations by putting their best brand forward.

1 Assess the situation

The first step is to understand why your company has a negative reputation and how it affects your brand identity. Is it due to a scandal, a mistake, a poor product, or a bad customer service? How do your customers, competitors, and stakeholders perceive you? What are the main pain points and gaps that you need to address? You can use tools like surveys, interviews, reviews, and social media analysis to gather feedback and insights.

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Jo-Anne Wiseman-Chow

Creative Director Design | Empowering corporations by putting their best brand forward.
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Be honest. Create new positive stories that show resolutions to the negative perception. Let your clients do the talking and create social conversations around that. A community outreach campaign wouldn’t hurt either. Make it earnest and maybe tied to the negative perceptions that a brand has. The answer is in the problem.

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Ankit Kankar

Leading Digital Infrastructure, Media Innovation & Strategic Growth | Life Science, Biotech, MedTech, BioPharma, Marketing & Strategic Positioning Expert
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Creating a brand identity for a company with a negative reputation is a challenging but essential task. It begins with a candid assessment of the issues that have contributed to the negative perception. ORebranding a company with a negative reputation is a challenging journey. Start by addressing the root causes of the negativity and being transparent about the changes you're making. Showcase your commitment to improvement through revamped products, exceptional customer service, and community engagement. Consistency and authenticity will be your allies in rebuilding trust and reshaping your brand identity for the better.

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2 Define your purpose

The next step is to define your purpose and vision for your brand identity. What do you stand for and what do you want to achieve? How do you want to position yourself in the market and differentiate yourself from others? What are the values and principles that guide your actions and decisions? Your purpose should be clear, authentic, and relevant to your audience. It should also align with your business goals and strategy.

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3 Rebrand or refresh

Depending on the severity of your reputation problem, you might need to rebrand or refresh your brand identity. A rebrand is a complete overhaul of your name, logo, design, and message. It is a drastic and risky move that requires a lot of planning and investment. A refresh is a subtle update of your existing elements to make them more modern, consistent, and appealing. It is a safer and cheaper option that preserves your recognition and equity. You should weigh the pros and cons of each approach and decide what works best for your situation.

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DuBose Cole

Strategist / Consultant / Founder at New Classic
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Shifting brand identity due to negative perception is a bit like abandoning your home due to negative equity. Yes, in extreme situations like a housing crash, it can be a logical course of action, but it will have long standing consequences - and in less extreme scenarios you may find yourself there again if you make the same decisions. Rebranding without changing what created the negativity is a short term outcome. It is simply running away from an aspect of the business that will catch up to you. Instead, considering rebranding as a way to signal change has occurred is more viable.

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4 Communicate your change

Once you have created your new or improved brand identity, you need to communicate it effectively to your audience. You need to explain why you made the change, what it means for them, and how it benefits them. You also need to show that you have learned from your mistakes, improved your performance, and delivered on your promise. You can use various channels and platforms to spread your message, such as your website, social media, email, blog, press release, and events.

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DuBose Cole

Strategist / Consultant / Founder at New Classic
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Do more than communicate why you've changed, prove it. Comms can only do so much, especially in the face of customer doubt. Demonstrating why you've changed, how you've changed and what it means is key - through a combination of behaviour and comms. Assume no one will believe you and then go further to believe no one will care. Start your planning from this point.

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5 Monitor and measure

The last step is to monitor and measure the impact of your brand identity change on your reputation. You need to track and analyze the feedback, reactions, and results that you get from your audience. You also need to compare them with your previous data and benchmarks. You should use both quantitative and qualitative methods to evaluate your success, such as metrics, indicators, ratings, testimonials, and stories. You should also be ready to make adjustments and improvements as needed.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a brand identity for a company with a negative reputation?

1

2

3

4

5

6

1 Assess the situation

2 Define your purpose

3 Rebrand or refresh

4 Communicate your change

5 Monitor and measure

6 Here’s what else to consider

Branding

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How can you create a brand identity for a company with a negative reputation?

1

2

3

4

5

6

1 Assess the situation

2 Define your purpose

3 Rebrand or refresh

4 Communicate your change

5 Monitor and measure

6 Here’s what else to consider

Branding

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