When first launching a company, a huge amount of time, thought and effort goes into the look and feel of the logo and slogans… but as time goes on and the years pass, what once felt fresh, relevant and applicable to your business’s message could start to feel a little outdated, a little tired… even a little at odds with what you feel you now stand for as a company.
There are all sorts of reasons that businesses decide to rebrand in some way or other, whether it’s because of a merger or acquisition (which would mean an immediate rebranding), because you’re keen to change your brand promise or positioning, or perhaps because you have a bad reputation for whatever reason and you want to dispel any negative associations with your company name and image.
If you’re keen to look into this in 2019, why not have a peek at Pepsi’s latest move, launching a new global marketing platform boasting the strapline ‘For the love of it’.
According to Campaign Live, the tagline is replacing the brand’s first global strapline – ‘Live for now’ – which it has been using since 2012. You can expect to see the new slogan popping up in over 100 markets throughout the year, so keep your eyes well peeled. The cans have also been redesigned, with heart shapes and the famous red, white and blue logo now safely ensconced within the ‘O’ of Love.
Senior vice-president of marketing at PepsiCo Roberto Rios was quoted by the news source as saying: “We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are … ‘For the love of it’ is our rallying cry, proudly saying to go all in for the things you love – from passions and interests like football and music to unabashedly enjoying one of life’s favourite treats – Pepsi.”
Our top tips for rebranding
If you’ve been inspired by Pepsi and want to do something similar this year, here are a few top tips to help you achieve your rebranding goals in 2019.
Don’t forget your marketing
Once you’ve got your image right, you need to tell everyone about it so make sure you schedule your press releases to go out across all sorts of different advertising platforms to really get the word out there.
Don’t put too much pressure on launch day
It would be nice if everyone could find out about your new look and message on the launch day of your rebrand but this is unrealistic. Make sure you continue your marketing efforts well into the year.
Test before launch
Use your employees, clients and customers to test out the new look before you launch so you can make any final adjustments before you put it out in the public domain.
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