Why do companies need rebranding?
Here’s an open secret: building a strong, consistent brand is not a piece of cake. The same goes for a rebranding campaign, as it may take, by and large, way more time and effort to succeed. Unfortunately, only 39% of B2B companies have a clearly articulated brand strategy. However, while reconsidering your brand design can be really advantageous, a lack of creative and design skills may lead to a dramatic cascade of rebranding failures or even disasters.
With that said, there are two main reasons why your business may require a complete overhaul of your brand and logo design. So, rebranding is more than necessary if you experience or try to do the following:
- Low profitability and behind-the-times strategies. Over the course of time, the brand appearance along with tried-and-true marketing and design practices in any business seem not to work any longer. Oftentimes, this is exactly the moment when companies start suffering from poor conversion rates, greater customer churn and lower profit margins. At this point, business owners think hard how to abandon the established marketing conventions and opt for new compelling solutions.
- Expanding the brand’s footprint. The second reason for rebranding is quite opposite and usually takes place when a company intends to scale up its brand presence on the market. The rationale behind is pure and simple – the more customers and the larger market share you are going to gain, the more effective marketing and UI/UX design initiatives you need to adopt and integrate into your workflow to outperform your competitors.
The reasons behind redesign failures in 2019
Nowadays, we all are witnessing how emerging innovations disrupt the tech world, thus causing entire industries to upend their success formula for business efficiency. The same is true about design as UI/UX design solutions keep getting more and more optimized and customer-centered.
There is no one-size-fits-all solution for creating an auspicious rebranding strategy, neither are there any everlasting trends letting your eCommerce website or mobile app stay relevant without getting redesigned every once in a while. Since digital tendencies are volatile, here we’ve pinpointed 5 latest UI/UX design trends for 2019 and beyond to make sure you are in the loop about the most effective solutions.
Unfortunately, many redesign campaigns fall flat due to a couple of crucial factors, the most important of which is underqualified staff. That said, one of your teams (or even both!) – marketing or design – may be to blame for redesign failures. So, they may underperform because of:
- Shallow rebranding marketing analysis. It usually happens, if your marketers responsible for a business rebrand are not seasoned enough to perform such tasks, or they just don’t take it too seriously to dive deep into the matter. In this case, your rebranding strategy is missing lots of important things, and is just a pale image of what it should be if done properly. As a rule, a poor-skilled team factors out some of the essential rebranding steps: a robust UX design solution, to be more specific.
- Unappetizing redesign project deliverables. The other thing, which may drastically impact the overall performance of your rebranding campaign is poor work made by your in-house design team. Again, this may be your marketer’s fault, who has no sense of design, and your UI/UX specialists just follow the guidelines of the project statement of work.
On the other hand, your designers may be not good enough at providing efficient UX design solutions tailored to the needs of your target audience. With this in mind, make sure whether they realize what it takes to be a good UI/UX designer, before engaging them any further in your rebranding project.
10 most notable redesign disasters you can learn from
While striving to revitalize their own brand or product design, many companies (even the world’s top business giants) oftentimes suffer from the above-mentioned issues. They fail to identify the needs of their existing and prospective customers, cannot anticipate the time and budgeting efforts needed for the project, and underestimate the value of design contribution to the success of the rebranding campaign. As a result, it may hurt the company’s reputation among its peers and customers, and lead to a huge loss of revenue.
Snapchat redesign fail.
Snapchat is a vivid example of how not to listen to your target audience and jumble all attractive features, which were much adored by customers into a whole mess. Unexpectedly surprised users even do hate the redesign appearance and signed a petition to make the company reverse everything to the original design look. In spite of negative customers’ feedback, CEO persists that every single feature they have introduced to a new design is sooner or later will become popular among end-users. However, the revenue figures of Snapchat have dropped tremendously! And the reason why they ignore the backlash from their most devoted fans is not clear.
Reddit redesign fail.
When Reddit was underway to do a complete overhaul, this urged its fans to write a slew of negative comments, saying that its design was absolutely OK with them, so any rebranding moves were totally unwanted. Indeed, wrong placement of drop-down menus and display switcher made customers go mad about the new design. The same goes for the overall layout and scrolling features. The outcome is quite disappointing, as the website has lost much of its fan base.
Google News redesign fail.
AS true Google fans actually stated – the new Google News simply sucks! No matter how vulgar it sounds, it has a reason behind – the end-users did not accept the redesign look, clamoring to entirely revert to the previous appearance instead. Once again, marketers ignored the customers’ expectations and the company’s revenues plummeted significantly.
Pepsi redesign disaster.
Pepsi in its never-ending competition with the Cola Cola company made an unexpected decision that its logo leaves much to be desired and doesn’t comply with customers’ needs. With this in mind, the company commissioned the third-party contractor to reshape the company’s look and corporate logo. However, the results were lousy for a number of reasons. Along with the customer churn, Pepsi spent in vain over $1 billion on logo redesign and the overall rebranding campaign.
Xerox redesign disaster.
По-видимому, никто не мог превзойти Xerox с точки зрения изготовления копий по всему миру. Тем не менее, эта компания является еще одним примером неправильно выполненной стратегии ребрендинга. Проще говоря, они решили избавиться от логотипа старой школы, вместо этого выбрав новый, похожий на шарик вид отрубей. пользователи посчитали это очень запутанным, так как он напоминает внешний вид игровой платформы XBox One.