{"id":4271,"date":"2021-01-07T03:55:09","date_gmt":"2021-01-07T03:55:09","guid":{"rendered":"https:\/\/switch.us\/blog\/?p=4271"},"modified":"2021-02-09T22:57:54","modified_gmt":"2021-02-09T22:57:54","slug":"redesigning-and-building-brands-for-future-growth","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/","title":{"rendered":"Redesigning and Building Brands for Future Growth"},"content":{"rendered":"

When you think of the Apple brand, you don\u2019t just think of their products. You think of monochrome colors, imagery and advertisements. For some, it might be words, feelings and ideas. Over time, Apple has embraced its famous slogan \u201cThink Different\u201d because they have put great thought into how people experience their brand. They have built a brand that isn\u2019t just a great one-liner, but rather empowering consumers to think<\/em> about all the different<\/em> ways that Apple products can make their lives better. That\u2019s the power of great branding.<\/p>\n

But a strong brand identity like Apple doesn\u2019t just happen overnight. Many, many hours are spent creating and implementing a strategy with creative, design and communication teams. At Switch, we recently completed a package redesign for Start Right Waffles and a new website for KUNA Foodservice, among other branding projects. Given how 2020 was the year where many reevaluated their current business practices, 2021 could be the year where a rebrand is necessary to create consumer demand and ultimately drive sales. Here\u2019s our “Must-List” for things to consider when implementing a successful rebrand strategy.<\/p>\n

\"\"<\/a><\/p>\n

1. Understand the reason behind your rebrand<\/strong><\/h1>\n

Rebrands aren\u2019t always easy, but sometimes necessary. Whether it’s new leadership, negative brand perception, market changes, or a number of other reasons, it\u2019s important to have a defined and clear understanding agreed on by your team.<\/p>\n

2. Re-examine your current and target customer<\/strong><\/h1>\n

Identifying your current customer means looking at the data. What your current customer and target customer demographics looked like 5 years ago might be drastically different in 2021. And what they are looking for is probably different as well.<\/p>\n

3. Stand out while fitting in your category<\/strong><\/h1>\n

It\u2019s integral to communicate your key differentiators, but it\u2019s also important to meet consumer expectations. If you make a waffle box that looks nothing like a waffle box, it may stand out on the shelf but could be too confusing to spark a purchase. In short: Be clear what your product or brand is but also why it is different.<\/p>\n

\"\"<\/a><\/p>\n

4. Identify past hits and misses<\/strong><\/h1>\n

Recall your past successes and what campaigns resonated with audiences. Whether it\u2019s on social media or in-person feedback, people will tell you what they value about your brand. Constructive criticism can make you aware of things you may have overlooked.<\/p>\n

5. Complement your business strategy<\/strong><\/h1>\n

As you know, without a marketing strategy, you lack focus. So first devise a plan, and then build your rebrand around that plan. The overall organization and design of your website should reflect your set-upon goals \u2013 your brand<\/em> strategy should align with business<\/em> strategy.<\/p>\n

6. Updating your logo and colors isn\u2019t enough<\/strong><\/h1>\n

As previously discussed with Apple, your brand is more than an icon or what you sell. When rebranding, brand boards serve as a visual reference tool that helps convey the ideology and brand attributes you want to present to your target audience.<\/p>\n

\"\"<\/a><\/p>\n

7. Design that reflects your new identity and strategy<\/strong><\/h1>\n

When it comes to design for your brand, nothing should be happenstance. Every decision should have reason and purpose. You need to set aside time to think about how all design elements will translate to packaging, advertising, signage, web, social media, physical space and anywhere your brand will meet your target audience.<\/p>\n

8. Prepare for minor digital disruption<\/strong><\/h1>\n

Transitioning social media accounts and web pages is a rocky part of rebranding. This includes changing account handles and usernames, Google ads and SEO keywords, and redirecting existing pages. It\u2019s important to try to keep your account history and suffer minimal loss in terms of quality search scores.<\/p>\n

9. Devise a strategy to market your rebrand<\/strong><\/h1>\n

People will notice, so there\u2019s no reason to avoid the pink elephant in the room. Prepare your audience with the announcement and ensure them with communication that\u2019s honest, sincere and true to your new brand.<\/p>\n

10. Own it, it\u2019s yours<\/strong><\/h1>\n

A smooth transition that reflects confidence and that proves this is the best approach moving forward is essential for your team and your target audience. Embody it in your workplace and how you present yourself moving forward.<\/p>\n

\"\"<\/a><\/p>\n

Are you having trouble knowing what your next marketing step should be?<\/strong><\/p>\n

Contact Chris Jobst<\/strong><\/p>\n

314.206.7804 or\u00a0ChrisJ@switch.us\u00a0<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

When you think of the Apple brand, you don\u2019t just think of their products. You think of monochrome colors, imagery and advertisements. For some, it might be words, feelings and ideas. Over time, Apple has embraced its famous slogan \u201cThink Different\u201d because they have put great thought into how people experience their brand. They have…<\/p>\n","protected":false},"author":101025,"featured_media":4298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,2,1],"tags":[10,41,59,60],"class_list":["post-4271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-featured","category-featured-home","tag-brandactivation","tag-brand-marketing","tag-brands","tag-rebranding"],"yoast_head":"\nRedesigning and Building Brands for Future Growth - sw:tch blog<\/title>\n<meta name=\"description\" content=\"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redesigning and Building Brands for Future Growth - sw:tch blog\" \/>\n<meta property=\"og:description\" content=\"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/\" \/>\n<meta property=\"og:site_name\" content=\"sw:tch blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-07T03:55:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-09T22:57:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"575\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Switch Marketing Team\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Switch Marketing Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/\"},\"author\":{\"name\":\"Switch Marketing Team\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/164862c06f1422069be4bd726b119d27\"},\"headline\":\"Redesigning and Building Brands for Future Growth\",\"datePublished\":\"2021-01-07T03:55:09+00:00\",\"dateModified\":\"2021-02-09T22:57:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/\"},\"wordCount\":713,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/Header_1280x575-1.jpg\",\"keywords\":[\"Brand Activation\",\"brand marketing\",\"Brands\",\"rebranding\"],\"articleSection\":[\"Branding\",\"Featured\",\"Featured Home\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/\",\"name\":\"Redesigning and Building Brands for Future Growth - sw:tch blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/Header_1280x575-1.jpg\",\"datePublished\":\"2021-01-07T03:55:09+00:00\",\"dateModified\":\"2021-02-09T22:57:54+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/164862c06f1422069be4bd726b119d27\"},\"description\":\"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#primaryimage\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/Header_1280x575-1.jpg\",\"contentUrl\":\"https:\\\/\\\/switch.us\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/01\\\/Header_1280x575-1.jpg\",\"width\":1280,\"height\":575},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/redesigning-and-building-brands-for-future-growth\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/switch.us\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding\",\"item\":\"https:\\\/\\\/switch.us\\\/blog\\\/category\\\/branding\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Redesigning and Building Brands for Future Growth\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/\",\"name\":\"sw:tch blog\",\"description\":\"sw:tch board\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/switch.us\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/switch.us\\\/blog\\\/#\\\/schema\\\/person\\\/164862c06f1422069be4bd726b119d27\",\"name\":\"Switch Marketing Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g\",\"caption\":\"Switch Marketing Team\"},\"url\":\"https:\\\/\\\/switch.us\\\/blog\\\/author\\\/switch_blog_admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Redesigning and Building Brands for Future Growth - sw:tch blog","description":"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/","og_locale":"en_US","og_type":"article","og_title":"Redesigning and Building Brands for Future Growth - sw:tch blog","og_description":"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.","og_url":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/","og_site_name":"sw:tch blog","article_published_time":"2021-01-07T03:55:09+00:00","article_modified_time":"2021-02-09T22:57:54+00:00","og_image":[{"width":1280,"height":575,"url":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg","type":"image\/jpeg"}],"author":"Switch Marketing Team","twitter_misc":{"Written by":"Switch Marketing Team","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#article","isPartOf":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/"},"author":{"name":"Switch Marketing Team","@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/164862c06f1422069be4bd726b119d27"},"headline":"Redesigning and Building Brands for Future Growth","datePublished":"2021-01-07T03:55:09+00:00","dateModified":"2021-02-09T22:57:54+00:00","mainEntityOfPage":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/"},"wordCount":713,"commentCount":0,"image":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#primaryimage"},"thumbnailUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg","keywords":["Brand Activation","brand marketing","Brands","rebranding"],"articleSection":["Branding","Featured","Featured Home"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/","url":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/","name":"Redesigning and Building Brands for Future Growth - sw:tch blog","isPartOf":{"@id":"https:\/\/switch.us\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#primaryimage"},"image":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#primaryimage"},"thumbnailUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg","datePublished":"2021-01-07T03:55:09+00:00","dateModified":"2021-02-09T22:57:54+00:00","author":{"@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/164862c06f1422069be4bd726b119d27"},"description":"2021 could be the year where a rebrand is necessary to create demand and drive sales. Here\u2019s our Must-List to consider when implementing a rebrand strategy.","breadcrumb":{"@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#primaryimage","url":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg","contentUrl":"https:\/\/switch.us\/blog\/wp-content\/uploads\/2021\/01\/Header_1280x575-1.jpg","width":1280,"height":575},{"@type":"BreadcrumbList","@id":"https:\/\/switch.us\/blog\/redesigning-and-building-brands-for-future-growth\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/switch.us\/blog\/"},{"@type":"ListItem","position":2,"name":"Branding","item":"https:\/\/switch.us\/blog\/category\/branding\/"},{"@type":"ListItem","position":3,"name":"Redesigning and Building Brands for Future Growth"}]},{"@type":"WebSite","@id":"https:\/\/switch.us\/blog\/#website","url":"https:\/\/switch.us\/blog\/","name":"sw:tch blog","description":"sw:tch board","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/switch.us\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/switch.us\/blog\/#\/schema\/person\/164862c06f1422069be4bd726b119d27","name":"Switch Marketing Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7e3fff22a82b8d50a0941c187a1b5745f7e57b7015eb312b243ba4ccc98508a0?s=96&d=https%3A%2F%2Fswitch.us%2Fblog%2Fwp-content%2Fuploads%2F2025%2F07%2Fcropped-dots-150x150.jpg&r=g","caption":"Switch Marketing Team"},"url":"https:\/\/switch.us\/blog\/author\/switch_blog_admin\/"}]}},"_links":{"self":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/4271","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/users\/101025"}],"replies":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/comments?post=4271"}],"version-history":[{"count":22,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/4271\/revisions"}],"predecessor-version":[{"id":4402,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/posts\/4271\/revisions\/4402"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/media\/4298"}],"wp:attachment":[{"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/media?parent=4271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/categories?post=4271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/switch.us\/blog\/wp-json\/wp\/v2\/tags?post=4271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}