Makeover: The hallmark of evolution


Reasons for changing a brand’s image are not always preceded by a decline in sales or loss of customers, much less by a reputational crisis. In recent years, the spectrum has also opened up to the need to conquer the consumer’s mind and heart.

Reasons for changing a brand’s image are not always preceded by a decline in sales or loss of customers, much less by a reputational crisis. In recent years, the spectrum has also opened up to the need to conquer the consumer’s mind and heart.

Awakening sensations and creating conscious and unconscious connections, which become decisive when making a purchase decision, are the goals all companies aim for today, without exception.

Consumers mentally tie — automatically and in real-time — the name of a company or organization to how their brand looks. We position its image in our brain and immediately relate it to an experience, positive or negative, and depending on it, we value the product.

While we as an external audience very little tend to analyze in-depth the psychology of color, typography, or the location of the elements of each brand that we decode; it is equally valid that today, as customers, we are looking for more than just a product… we want a natural solution to our needs. Furthermore, that is something unique.

That is why, over the years, we expect some “evolution” of the products we consume and, with them, their identity.  

Therefore, brand makeovers are also guided by what is happening in their environment and the challenges faced by their consumers daily, while at the same time strengthening the values that the brand represents.

In this sense, Jose Luis Eguia Gómez, professor of Fundamentals of Design at the Centre de la Imatge I Tecnologia Multimèdia -Cite-, at the Polytechnic University of Catalonia, points out that “companies seek empathy with society and change due to consumer demands because it is very likely that if we did not ask for it would.” 

In this context, the brand’s adaptability to the different communication channels becomes a fundamental requirement to ensure its validity. Starbucks has understood it, and its changes have been almost imperceptible. 

When comparing their two logos, we find that, although they have only made their lifelong image lighter, it has a significant impact on the digital world, where much of the world’s sales are concentrated – by being more responsive and therefore much better read on mobile devices.

Another example of the positive changes that the transformation of its image generates for a brand is Apple. Once Steve Jobs took over the company in 1997, it started to stand out worldwide. Minimalism and modernity have been key in their products and campaigns, each transmitting a sample of innovation. 

Switching from “Apple Computer” to just “Apple,” over the past three decades, this company has focused on offering experiences, rather than products or purchases, thus succeeding in diversifying its customer base and consolidating itself as a giant in the technology industry that no longer only concentrated its sales on computers, but also other electronic devices such as the iPhone.

As an important step, they turned their target around with the idea of “Think Different.” Their logo has been updated to continue relating to innovation as the central axis and maintain a constant connection with its consumers’ changing world.

As we can see, even in the most favorable scenarios, rebranding becomes a significant ally in agglomerating the attributes and values inherent in a brand. Giving you a new air and greater connection with your audience is the goal of the change decision that, very well managed, unquestionably leads us to success.

Talk to the experts in brand positioning

As we have seen, the success of a brand lies in gaining a relevant place in the minds of consumers; that we are their first choice when they think about the need to be supplied and even, without noticing it, becoming validators of the products or services we offer.

When it comes to repositioning yourself for a brand makeover, the challenge is even more enjoyable. Precisely, there are companies specialized in generating real experiences around the new brand, reinforcing its values, and creating a solid connection.

At igloolab, as a health marketing agency, experts in health brands; we have focused on communicating what our customers want, involving creativity and technology to increase memory.

To this end, we structure and implement omnichannel, interactive, innovative, and practical strategies that significantly impact the pharmaceutical industry. As a vital component, we provide phygital experiences — combining physical and digital — that make it easier for us to build audiences, which go far beyond simply being consumers, giving each brand a unique concept.

Impact, interaction, and recall are the pillars that have led to the permanent creation of new interactive tools and disruptive formats in igloolab to connect these audiences with advanced content, achieving a high level of engagement and facilitating, of course, the brand positioning that companies want with customers.

The brand is more than a name; it is the hallmark of our evolution. That is why we must bring it to life and uniquely increase its recognition.   

Luis Alfonso Ruíz
CEO – igloolab


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