Rebranding is a leap of faith. After years of having brand awareness built up around your company name, logo, or message, the thought of starting over can be daunting. But when done strategically, rebranding can put fresh life into your company, attract new clients, and better represent the growth of your company.
The secret is to know why you’re rebranding and to do so sensibly. While some rebrand in order to freshen up their image, others have to signal new business directions or appeal to new people. The following three instances show how well-known brands rebranded successfully and the ways in which these can serve as useful guidance to any firm that wishes to do so.
Dunkin’ Donuts Loses “Donuts” to Welcome Beverages
Dunkin’ Donuts was coffee and donuts for almost seventy years. But by 2018, the corporation realized that they were doing 60% of their business in beverages—specifically, coffee. The company was presented with a decision: hold onto their donut-based brand identity or accept their true business model.
The solution was elegantly straightforward. Dunkin’ Donuts merely became “Dunkin’,” officially removing “Donuts” from their brand name. This recognized their diversified menu offerings while maintaining the same much-loved, familiar brand identity customers had grown to adore.
The rebranding worked because it was in sync with consumer activity. Customers were no longer coming through just to drop in for donuts—they were buying coffee, sandwiches, and other beverages. The shortened name was more modern and inclusive of their expanded offerings without a change in the underlying brand identity.
Walmart Goes Modern with a Simple Spelling Change
The most successful rebrands are generally the least obtrusive. When Wal-Mart transformed into Walmart in 2008, they weren’t merely omitting punctuation—they were proclaiming a revolutionary shift in their business model.
The dropping of the hyphen might have been insignificant, but it represented Walmart’s evolution from a traditional discount leader to an entire shopping destination. It accompanied improved store design, expanded product assortment, and improved focus on customer experience.
This redesign showcases the power of conveying so much meaning through very subtle visual changes. The sans-serif, streamlined “Walmart” was fresher and more welcoming than its hyphenated form. It also looked better on electronic media, which were becoming increasingly important to retail businesses.
Petco Shifts to “Health and Wellness Company”
Petco’s rebrand is probably the most extreme transformation on this list. Rather than just redoing their visual identity, Petco shifted from being a pet store to a “health and wellness company” that is committed to improving the lives of pets.
This rebranding effort included re-designing their logo, renovating stores, and most importantly, revamping their services offerings. Petco entered the veterinary services, pet grooming, training, and pet adoption services space. They shifted from product selling to providing complete pet care solutions.
The rebranding worked because it was responding to an actual marketplace need. Pets increasingly are being treated like members of the family by their owners, and owners expect full-service choices. By positioning themselves as pet health partners rather than product vendors, Petco differentiated themselves from the competition and achieved premium pricing.
Making Your Rebrand Work
Each of these three examples shares common themes that made their rebrands successful. Each had solid reasons for why they did it, whether it was responding to shifting customer trends, remodeling their brand image, or expanding their scope of business. They all also retained enough of their old identity to maintain existing customer bases while acquiring new ones.
Most notably, these rebrands weren’t cosmetic alone. They reflected actual business expansion and strategic focus, and they would have relied on digital marketing services and other professionals to help them nail the transition. As you head into rebranding for yourself, make alignment between your new identity and your actual business goals your number-one concern. A good rebrand tells your customers precisely who you are and why that matters.
