If Your Brand Were a Person, Would it Need Therapy?

The Crisis of Mixed Messaging

When your brand’s message changes every other week, it’s hard for anyone to keep track. Are you playful, sophisticated, or bold? Trendy or timeless? Brands that struggle with mixed messaging often confuse their audience. Take Gap for example—remember their 2010 logo redesign? They swapped their iconic logo for something that looked like a generic stock image. The backlash was swift. Customers didn’t recognize the brand, and the messaging didn’t match their established identity. In less than a week, Gap scrapped the new logo and returned to their original design. Lesson learned: Stick to your roots and ensure consistency.

Successful Rebrands: From Crisis to Comeback

Not all rebrands end in disaster, though. Take Old Spice—a prime example of how a smart refresh can turn a brand around. The “The Man Your Man Could Smell Like” campaign took Old Spice from a dated product to a viral sensation, giving the brand a fresh identity and making it appeal to a younger audience. Through witty ads and a bold, humorous voice, Old Spice not only redefined their image but also captured a larger market. When done right, rebrands can be transformative.

Epic Rebrand Fails

However, some rebrands miss the mark entirely. PepsiCo’s Tropicana redesign in 2009 is a cautionary tale. The new, minimalist packaging made it difficult for loyal customers to even recognize their favorite juice on store shelves. Confusion led to lost sales, and within a month, Tropicana reverted to its old packaging. The moral of the story? A rebrand should never alienate your existing audience.

The Takeaway

So, what’s the key to avoiding an identity crisis? Consistency. Make sure your messaging and visuals reflect the essence of your brand and resonate with your audience. Be bold, be clear, but most importantly—be authentic. If you’re unsure of who you are, your audience will be even more confused. Keep your identity strong, and your customers will follow!