What's In A Rebrand?
Momentum Magazine takes a deep dive into all the dynamics of a rebranding for companies considering a brand-led business transformation. Our founder Jim Heininger offers up clarity on the definition of rebranding and the differences between a refresh, repositioning and rebranding.
?"We believe rebranding is the deliberate and systematic process of creating an inspired, forward-facing organization ready to grasp opportunity through the alignment and dynamic portrayal of your unique differentiators to customers. ?Rebranding means updating or repositioning your core customer promise, the essence of what makes you different."
Rebrands That Shed the Excess Words and Vowels to Gain More: The Art of Simplification
?A trend of corporate slimming is becoming a common sight in the American business landscape. When companies initially create their brand name, they often opt for descriptive names, eager to help consumers identify their category and industry. But as the world evolves and the customer base changes at warp speed, these brands need a facelift – something sleek, modern, and digitally versatile.
?"We're witnessing the rise of short, snappy brand names everywhere, and it's not by accident. This trend aligns with our desire for simpler graphic and logo designs. The tiny tiles on our smartphone screens don't allow much room for lengthy names. If you can fit one word, you're winning."
?Our latest blog post takes a look at the trend of reducing words and even tossing vowels as brand look for captivating and easy to trademark new names.
Almost every organization (94%) that rebrands introduces a new visual identity, one that is more modern and relevant to their customers. For 81% that means introducing a new logo, often considered the "sacred cow" of many organizations even though that old logo may have no meaning or story behind it.
Here's a quick look at a recent brand fresh we executed for Orchard Church in Brighton, Colo. The church sought a more modern icon to be used with their current logo and name. We pulled the concept of a leaf, representing the personal and spiritual growth one can experience joining the church, into the O of its name, making it a more ownable attribute of the faith community.
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