Rebranding: La Magia de Renovar Tu Marca y Conectar con tu Audiencia
¡Bienvenidos habi-lectores!
El día de hoy hablaremos de un tema crucial en el mundo del branding: las razones de cambio detrás de un rebranding. El rebranding es una estrategia que puede dar un nuevo impulso a una marca, pero ¿cómo sabes cuándo es el momento adecuado para llevarlo a cabo?
En un mundo lleno de competencia, una marca es mucho más que solo un logotipo y un nombre. Es una representación de la esencia de tu empresa, su historia, sus valores y su visión de futuro. Sin embargo, en un entorno en constante evolución, las marcas también deben evolucionar para seguir siendo relevantes y competitivas. Un rebranding efectivo puede ser el impulso necesario para revitalizar tu marca y conectar de manera más profunda con tu audiencia.
En este blog, también conoceremos ejemplos de marcas conocidas, como Mastercard, Burger King y la Selección Mexicana, que han llevado a cabo un rebranding exitoso en los últimos años. Estos ejemplos nos muestran cómo un rebrand bien ejecutado impulsa las marcas y genera entusiasmo en los consumidores.
Peerooo… ¿qué es el branding?
Son todas las acciones centradas en hacer conocida y deseada una marca, así como los esfuerzos en dar una impresión positiva en la mente y el corazón de los consumidores. Abarca desde la imagen visual, –como logotipo, colores, tipografías– estrategias de ventas y comunicación, básicamente son todas las acciones relacionadas con el posicionamiento, el propósito y los valores de la marca y tiene como objetivo crear conexiones con el público para influir en sus decisiones de compra.
Según la definición de The Economic Times, “el rebranding es el proceso de cambiar la imagen corporativa de una organización“. Por lo tanto, es una estrategia donde le daremos un nuevo nombre, un nuevo logo o cambio de diseño a una marca establecida, crearemos una identidad diferente.
Las razones para considerar un rebrand pueden llegar a ser muchas, pero hay algunas señales clave que nos pueden ayudar a saber si es el momento adecuado. Las empresas evolucionan, y muchas veces esto implica cambios importantes en la estrategia o el público objetivo. Si tu empresa ha cambiado su enfoque, sus productos o servicios, o se ha dirigido a un nuevo mercado, es muy importante que la imagen refleje estos cambios. Un rebrand alineará tu identidad visual con tus objetivos actuales.
Una de las señales más obvias de que es hora de un cambio es cuando tu marca se comienza a sentir desactualizada. Si tu logotipo, colores, tipografía y mensajes parecen de otra era o no hacen match con tu audiencia actual, es momento de considerar una evolución. Conoce algunas de las señales que pueden indicar que necesitas un rebrand:
1.- Desactualización
Las tendencias en diseño y comunicación cambian con el tiempo. Si tu marca luce antigua en comparación con la competencia o con las expectativas de tu target, es hora de considerar un rebrand para mantener una apariencia moderna y fresca.
2.- Cambios en la Estrategia
Si tu empresa ha cambiado su enfoque estratégico, como ingresar a nuevos mercados, enfocarse en diferentes segmentos de clientes o expandir su gama de productos o servicios, es fundamental que tu marca refleje estos cambios.
3.- Pérdida de Relevancia
Si tu marca ha perdido su relevancia en el mercado o ya no resuena con tu audiencia, un rebrand puede ayudarte a recuperar tu posición y atraer nuevamente la atención de tus clientes potenciales.
4.-Problemas de Imagen o Reputación
Si has enfrentado crisis de imagen o problemas de reputación en el pasado, un rebrand puede ser una manera efectiva de dejar atrás esa imagen negativa y construir una nueva percepción positiva.
5.- Competencia
En un mercado altamente competitivo, es importante destacarse. Si la competencia está ganando terreno y tu marca se está quedando atrás, un rebrand puede ayudarte a recuperar tu ventaja competitiva.
El rebranding no es solo un cambio de imagen; es una estrategia poderosa para mantenerse relevante en un mundo en constante evolución. Conoce estos 3 ejemplos de grandes marcas que han logrado grandes re-brandings.
Mastercard
En 2016, Mastercard realizó un rebranding que incluyó la eliminación de su nombre en el logotipo y la simplificación de su diseño. El objetivo era mezclar simplicidad y modernidad, pero preservando la herencia y el enorme valor de marca que ya poseía la compañía.
Mastercard necesitaba una optimización de su marca para un mundo cada vez más digital.
Burger King
En el diseño —el cual ha sido motivo de diferentes debates en redes sociales— destaca la simplificación de los elementos originales. Optando por un look más amigable con el entorno digital, optaron por crear una estética vintage y minimalista representado “más auténticamente” a la compañía con sus características y valores.
“Queríamos usar el diseño para que la gente desee nuestra comida: es perfección hecha a las brasas y sobre todo su sabor”, asegura Raphael Abreu, el responsable global de diseño de Restaurant Brands International, los dueños de Burger King.
Selección mexicana
Con una presentación realizada en el Estadio Azteca, una de las sedes más importantes del fútbol en México, la selección nacional realizó la presentación de la nueva imagen del escudo que vio la luz en la Copa Mundial de Fútbol de 2022 con sede en Qatar.
En el diseño —el cual ha sido motivo de diferentes debates en redes sociales— destaca la simplificación de los elementos originales. Del águila, el calendario azteca y las palabras “orgullo” y “pasión” que destacaban en el escudo original, se mantuvieron únicamente las referencias al calendario azteca en el contorno del logotipo.
De igual modo, sobresale la manera en la que el águila del nuevo escudo posa sobre un balón de fútbol.
El rebranding no es solo un cambio de imagen; es una estrategia poderosa para mantenerse relevante en un mundo en constante evolución. Como hemos visto, las razones para considerar un rebrand son variadas y pueden abarcar desde cambios en la estrategia empresarial hasta la necesidad de recuperar la ventaja competitiva. Al comprender cuándo y por qué es necesario un rebrand, puedes tomar decisiones más informadas sobre la evolución de tu marca y asegurarte de que siga conectando de manera efectiva con tu audiencia. Los ejemplos de marcas exitosas que hemos explorado demuestran que un rebranding bien planificado puede dar nueva vida a una marca y generar una respuesta positiva de los consumidores. Si tu marca se encuentra estancada, considera la posibilidad de un rebranding para impulsar tu éxito futuro en el mercado. ¡El poder de la marca está en tus manos!
Si tu empresa se encuentra en el punto en que consideras un rebranding, estamos aquí para ayudarte.
En La Habichuela Mágica, ofrecemos servicios de branding y rebranding para ayudarte a transformar tu marca y lograr una conexión con tu audiencia. Trabajamos de la mano contigo para crear una identidad visual atractiva y comunicar de manera efectiva los cambios a tu público objetivo. ¡No dudes en contactarnos para explorar cómo podemos revitalizar tu marca y llevarla al siguiente nivel! Tu poder de marca está en nuestras manos expertas.
Por La Habichuela Mágica
La Habichuela Mágica es una Casa Productora y Estudio de Animación ubicada en Monterrey, Nuevo León. Contamos con más de 15 años de experiencia en el mercado nacional e internacional trabajando con marcas como HBO, Oh My Disney, The Home Depot, Cemex, Heineken, entre otros.
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hola@lahabichuelamagica.com
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Etiquetas: brand, branding, burgerking, consejos, estrategia, evolución, imagen visual, logo, marca, marketing, mastercard, rebranding, Rebranding estratégico, selecciónmexicana
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