In an age where we’re all obsessed with selfies, image is everything.
And as audience expectations change, brands are realising the need to reinvent their image in order to stay relevant in an increasingly competitive market. Brand reinvention is the process of evaluating and updating aspects of your image, in line with consumer demands. This doesn’t have to mean overhauling your entire brand image – it just means focusing on the areas you can adjust to stay fresh.
Here are a few key things you need to know about brand reinvention.
Brand reinvention is the process of evaluating and updating aspects of your image.
Brand reinvention: The answer to consumer demand
Consumers are constantly inundated by branded messaging, offers, products and services. To stand out in all of this, brands need to be able to engage customers to keep their attention. Fresh ideas and innovations can help brands stay in the spotlight.
The focus of brand reinvention should remain on the customer. Responding to consumer desires is the only way to stay relevant and in demand. For example, as technology and design evolve, customers are asking for more innovation – a factor which can give your brand an edge.
Changes in consumer demands means brands will struggle to stay relevant if they don’t adjust to current trends and continually reinvent themselves. Change is inevitable, and in the digital age it’s speeding up.
Brand reinvention and experiential marketing
Brand reinvention is substantially more than just upgrading a logo. It can involve the transformation of public perception of your business, a shift which requires tactical and innovative approaches to be successful. This is why experiential marketing is such a great weapon in the brand reinvention arsenal – events and experiences are effective ways of reaching consumers and influencing the way they feel about a brand.
Experiential marketing, in essence, is a chance to re-connect with people. Let them see your brand in a new light, and engage in novel ways that not only draw attention but lay the foundations for lasting loyalty.
Because experiential marketing is a fairly new concept in New Zealand, brand experiences hold the power of being unique. Being the first to do something is the best way to guarantee your fresh credentials. Turning to brand experiences to convey your message could be the innovative approach you need to stay relevant in people’s minds.
A case study: Reinventing a brand through experiential marketing
One example of a brand that has reinvented itself through experiential marketing is McDonald’s.
With the aim of connecting on a more personal level with customers, providing one-on-one interaction and customising food experiences, McDonald’s took to the streets in Melbourne with a food truck that allowed customers to create their own gourmet burgers. The Create Your Taste campaign encouraged people to share their creations on social media with #createyourtaste.
The campaign considered consumer demands and addressed a need to make customers feel more valued, and to make sure the McDonald’s brand is seen as a contemporary, viable dining option in the competitive Australian food scene. Experiential marketing was the recipe for success, helping to bridge the gap between brand and customers.
Listening to what customers want, identifying current trends, and then using experiential marketing to deliver a fresh, fun, new way to approach a brand can keep an image relevant. To give your brand a shiny new image makeover, call in the experts at Orange Productions.