Monthly Archives: July 2015

Thinking about rebranding? Read this first.


There may be many reasons for food and beverage marketers to consider a rebranding effort…some of them very good reasons and some of them “not so much”. If there is buzz within your organization about a possible rebrand effort, these tips may help inform the conversation.

What’s driving the conversation?  The first and most obvious question is why do you think a rebranding effort is needed. It’s amazing how many brand owners stumble on this question. The answers often range from “it’s time” to the “new vision” of new leadership.  The answer should lie in an assessment of the brand’s performance over time and its continuing relevance to its target audience. The decision to rebrand should be driven by insights into the brand’s consumers and market conditions.

What needs to be changed? Many brands proceed with changes on the assumption that any change will refresh the brand and energize core consumers. Changes are being driven by internal considerations and may hold little relevance or interest to target audiences. Unless a rebranding effort is undertaken to achieve a specific goal, change for its own sake achieves little.  Worse case, the change may confuse or alienate the brand’s consumer base.

What’s the strategy? Here’s where you really need to roll up your sleeves and dive into the market analysis of your brand. A sound rebranding strategy is built upon an assessment of the need for change, opportunities within the brand’s product category, current consumer trends and tastes, and reasonable, achievable goals. Brand owners can have unreasonable expectations for rebranding when the strategy development process is short-changed.

How’s your timing? Rebranding should only be considered for successful brands that need a refresh to “up their game”. Brands that are in true decline, for any number of reasons, will probably not benefit much from a rebranding effort. Truly declining brands are usually indicative of deeper issues within the business and brand category.

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Where should your food brand logo be headed?


Food brands should be unique, and reflect the value and performance of the products wearing their moniker. It would seem counter-intuitive, then, to suggest that brands also need to consider trends in visual expression. However, trends in food brand logo design should be considered because they are a reflection of the collective mindset of consumers in current times. Some brand logo design trends should be leveraged and others should probably be ignored when considering how to visually communicate a particular food brand. Here are some current brand identity design trends and how they may influence where your food brand logo should be headed.

Screen Sizes: The size of digital viewing screens have gotten smaller and recent studies have indicated that over 90% of teens access online information exclusively through mobile devices. Food shoppers are also relying more on digital devices in-store to help make purchasing decisions. Brand logo design must account for small screen viewing. Gone are the days when only packaging design, promotional materials, advertising, and large screen reproduction/views of brand logos mattered.

Icons Rule: Due to the digital platforms that we all live on now, icon/symbol language has usurped word language. Food brand logo design needs communicate a brand’s message visually through icons with less support from written words. The upside of this communication trend is that it can cross language barriers, helping to make brand identities truly global. This icon/symbol language will continue to grow, requiring brand identity designers and brand owners to keep abreast of the ever increasing dictionary of icons/symbols.

Responsive Design: Technological innovation, from the wide range of devices and screen sizes to 3D printing capabilities, is driving the need for responsive design. Brand logo design will need to become more flexible and responsive design will become less an exercise in rearranging and rescaling design elements, and more a matter of adding, subtracting, and redesigning elements. This trend is also an important consideration in food brand website development, driving the need for responsive website design.

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