Are you ready to rebrand?

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Weight Watchers changed its name and logo to shift its focus from weight loss and dieting to wellness. However, the new name WW left consumers confused. People didn’t know what it stood for, and it erased brand recognition.

The rebrand was also handled rather abruptly. There wasn’t enough lead time to prepare consumers for the name and strategy change. To add to it, the "Wellness that Works” slogan didn’t inform consumers of what was going to change about the brand.

While the reasoning behind the rebrand was positive, the follow-through left people wanting more. Weight Watchers should have better explained why it was making this shift and how it would handle this change — preferably with new product or service offerings.

From the examples shared above, it’s clear that pakistan whatsapp number database the most successful rebrands were ones that were centered around customers in some way.

Whether it was LG aligning with the interests of younger consumers or Jell-O returning to its playful roots, these brands made necessary changes to restate their presence in either the same or a new market.

The important thing to keep in mind if your business is ready to tackle a rebrand is that clear intentions and brand consistency are key. This post taught me that you need legitimate reasons for seeing a rebrand through.

But you also need to be able to handle the time and budget it will take to make all the changes and launch a marketing campaign to reveal the rebrand to your audience.

When you’re ready to make these changes, make them count.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.