If your current business model is at odds with where your brand identity lies, you likely need a rebrand. While you could try many different marketing strategies to get your food product into the hands of consumers, if you can’t define what makes your brand unique or worthwhile, your audience won’t be able to, either.
It’s never a good idea to constantly jump from one identity to the next, but at the same time, recognizing where there’s a disconnect and adjusting your brand strategy is a move that can set your business up for long-term success.
Rebranding can be a great strategy for reinvigorating your business and driving performance. To start, the process can help you capture the attention of those who may have missed your original message. It provides an opportunity to introduce your food or beverage product to a new audience and reminds people why they should be interested in the first place.
Additionally, a successful rebranding allows you to stand out from the competition and differentiate yourself in the marketplace. The food and beverage market is heavily saturated. If multiple brands offer similar products or services, a strong identity will give you a unique edge that will draw attention and help you stand out.
Finally, rebranding can provide an opportunity for growth and innovation. It allows you to explore new directions for your product, leading to increased sales and greater success overall.
For struggling businesses in the food and beverage industry, there are often many signs that a brand refresh is necessary. These include the following:
- Your sales have steadily declined – If the product demand has gradually decreased, it may be time to look at a rebrand that can help make your product or service more appealing and attract new customers.
- Your target audience has changed – You need to make sure your messaging resonates with existing customers. If the demographic of people buying your product or service has changed, you should orchestrate a rebrand that caters to their needs. For example, if you’re selling a product originally aimed at teenagers that now primarily appeals to adults, you need to adjust accordingly.
- Your brand is outdated – If your product or service has been around for a while, you should regularly assess whether to update packaging, fonts, logo, and other design elements. A refresh in this category can help make your product feel more modern, differentiate yourself from the competition, and appear attractive to customers.
- Your brand has a negative reputation – Garnering a negative reputation is one of the worst things that could happen to any brand. Often, the remedy for any negative connotation is a complete overhaul of the brand’s name, logo, product messaging, guidelines, and more.
The food and beverage industry is prone to lots of competition, but one of the most significant factors that sets brands apart is product design. Read our helpful guide on why the packaging design process is so important.
So, you’ve seen the signs and understood the benefits. But what are you supposed to do next?
While rebranding involves refreshing or reinventing the brand’s image and identity, the process is much more intricate. At the most basic level, it requires updating elements such as logos, taglines, color schemes, messaging, etc. But it’s also about creating a new narrative that better reflects the company’s core values, customer base, and overall mission. This is typically tackled in the following steps:
- Evaluating a Need – What purpose will this change serve?
- Developing a Strategic Plan – What am I looking at regarding objectives, target audiences, budget considerations, and a timeline for completion?
- Researching Existing Brands – What are my competitors doing? What works for them, and what doesn’t?
- Choosing a New Identity – What changes do I want to make, and how will my core audience receive them?
- Implementing and Monitoring – How can I efficiently update my websites, marketing materials, and social media accounts?
- Evaluating the Results – Is my rebrand successful? Where do I need to improve?
As you refresh, remember these rebranding tips to stay on track, especially in the food and beverage industry.
- Consider customer feedback – Your customers are a great source of information about what’s working and what’s not with your products and services. Use customer surveys, focus groups, and other feedback tools to gain insights into how they perceive your brand before, during, and after the rebranding process.
- Leverage new technology – Rebranding is an excellent opportunity to use the latest technology. Consider how new technologies such as AI, automation, and analytics can help you reach your goals faster and more efficiently.
- Invest in marketing – Rebranding isn’t just about changing your logo or slogan; it also involves promoting the new brand through various marketing channels such as social media, email campaigns, and paid advertising.
Jumpstart the product rebranding process with a detailed product opportunity assessment courtesy of DePersico Creative. We’re a family-owned, fun-loving design studio that specializes in food and beverage product positioning, design, and more. We know what an impactful design looks like, and we’d be happy to give your product the SWIFI Perception Assessment—that is, analyzing your product’s Strengths, Weaknesses, and Ideas for Improvement—that’ll set you apart from the competition.