Principles of a brand Revolution

Previously I wrote about how to Evolve your brand and bring your customers on the journey with you – but what about when a more significant change is needed?

How do you navigate dramatic change, and still set your brand up for success?

Revolutionizing your brand identity is a strategic process that requires careful consideration and planning. By embracing change and focusing on key principles, you can breathe new life into your brand and captivate your audience in fresh and meaningful ways.

Here are three principles we like to consider at Edison when undertaking a brand Revolution;

1. Reassess Your Positioning and Target Audience

Before making any changes, it's crucial to evaluate whether your brand requires a change in positioning or a shift in your target audience. Consider whether your current positioning aligns with your brand values and resonates with your target audience. If not, it may be time to reposition your brand to better reflect its essence and appeal to a new audience. Similarly, if your target audience has evolved or changed, you may need to realign your brand to meet their needs and expectations.

The iconically executed OLD SPICE campaign from 2010, saw both a repositioning and also a completely new audience unlock major potential behind a dated, “old man” scent. Unlocking huge success and brand rejuvenation for a new generation. Image Source: Old Spice

 

2. Don't Be Limited by Your Current Audience

While it's essential to consider the needs of existing buyers, you are typically undertaking a REVOLUTION to reach a newer audience/wider opportunity. Sometimes, that fear of disrupting the current consumer puts the brakes on what is the primary objective and opportunity. By breaking free from these limitations, you can unlock new growth opportunities and revitalize your brand's potential.

Similarly, the Ehrenberg-Bass principle of Distinctive Brand Assets and repetition can be a hindrance when trying to reach new markets. If you are changing tact, understand the new world of influence your consumers are living in - i.e. look at other categories, look outside FMCG, what media do they consume?

Do not be afraid to explore new ways to build distinction, targeted towards the new future you’re building for your brand.

Meta’s new brand identity sought to “better encompass what it does, as it broadens reach beyond social media”. Whilst also shaking off legacy brand associations with Facebook, and establishing a vision for the future as a progressive, trusted and innovative digital platform. Image Source: Pavlo Gonchar

 

3. Tap into a Deeper Emotional Need

To create a true connection via a revolution there is great potential in tapping into a deeper emotional need or desire. Identify what drives your audience on an emotional level and craft your brand identity around these insights.

Are they seeking a sense of purpose? Some social currency? A moment to escape?

By creating a brand that resonates with your audience's emotional need, you can build a stronger, more meaningful connection that goes beyond a transactional relationship.

Taking inspiration from the “creative, jiggly bits that both young and older audiences love”, Jello-O’s revolution sought to inject the brand with the light-hearted moment of fun that it’s treats have brought to generations. Image source: BrandOpus

Revolutionising your brand identity requires a willingness to change, alignment on your NEW target audience, and a deep understanding of their emotional drivers.

It can be scary, but by embracing these principles, you can transform your brand into a powerful force – aligned to a new future potential, and we can help you do this.