Benefits of Tracking with Muzzles

What is Branding?

Branding is often used as a reference to a logo, which isn’t entirely true. While a logo is certainly part of a brand, it is far from the entirety. Interestingly enough, branding isn’t completely your designer’s responsibility. People — your audience — have a huge impact on the behavior of your business’s identity. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.” How, then, can a company control — or at least influence — what customers say about a company?

Who’s A Branding Genius?

Let’s do a brief synopsis of one of the world’s most valuable brands: Google. Certainly it’s not their logo — at least not exclusively. Google is well-known for honoring people, events, holidays, and current events with a quick logo makeover. Many of which now feature animation.

That is to say, yes, Google’s logo is important. But so is Google revisiting that logo as often as every day. This multi-billion dollar company enforces worldwide awareness of typeface, color, layout, photography, mission statements, people — the list goes on. Plus, Google has a problematic element most companies will ever face. They must appeal to nationalities worldwide. People of different cultures and languages recognize the company. Whether you like them or not, their current worth at $280 billion places them in the highest bracket of success.

What is A Rebrand?

Some marketing gurus may argue semantics over rebrands and brand refreshes, but we’ll keep it simple. Rebranding is to change the way a company is seen by the public. This means a company could change the logo, photography, color, typeface — any aspect — and they’re now rebranded.

Common reasons for rebranding are mergers, new management, outdated image, bad reputation, and changing markets. It’s a time to tell people, “hey, we’re different now (and better). Here’s why…” But as we mentioned before, you do not have complete control over your company’s brand. The demographic’s response to your products and services have equal part in building your company.

A Rebranding Catastrophe

When I say “Tropicana,” what comes to mind? Oranges? Juice? A common household item? They’re a popular fruit juice subset owned by PepsiCo (who doesn’t have the best track record regarding rebrands). And in 2009, they decided their tried-and-true image was no longer working. It’s not clear why PepsiCo ruled as such, but it’s suggested the economic downturn of 08 had something to do with it.

One can see the stark (and unexpected) difference. Before, Tropicana endorsed a type of homemade feel. Something grandma and grandkid alike could enjoy. After, the brand feels more modern. A designer might endorse the "after” version for feeling more up-to-date and realistic with simpler design. Generally text gradients and skewered fruits might be discouraged in the design industry — it seems a little fake. Customers did not agree.

While Tropicana was certain about the switch, their sales said otherwise. Overall, they lost an estimated $137 million from January 1 to February 22, 2009 while this updated packaging was on shelves. The sales, which fell over 20% in under 2 months, were so incredibly abysmal Tropicana hustled to reverse the decision. The prior packaging was live before the end of February 2009. Same product, different story.

Moreover, Tropicana was the top-selling orange juice at the time. So what happened when their sales plummeted? The competitors sales’ rose. A lot. In 53 days, this juice giant nearly squashed themselves. It’s not clear whether Tropicana gathered data on the market or even considered the possibility of failure. What we do know is they thought it was better than their previous brand — or they wouldn’t have launched it. Their customer base said otherwise, and the dollars proved it. Quickly.

What Can We Learn?

Clearly, Tropicana’s near-death experience isn’t mainstream. But it has a lot to say. Your audience participates in your brand just as much as you do. Is it something they can get behind morally and ethically? Do they understand the story? What’s your product or service and how does it fit into people’s lives?

One can research indefinitely and possibly never discover the right answer. Humans are fixated on finding a tribe. Finding something they believe in and can belong to. Research your target market. Ensure you’re the right person in the right business with the right ideas. And, with major decisions, remember Tropicana.