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In today’s highly competitive business landscape, companies are constantly seeking innovative ways to stand out from the crowd and capture the attention of their target audience. One powerful strategy that has gained significant popularity is cross branding. This article explores the concept of cross branding, its benefits, successful examples, implementation steps, challenges, and tips for a successful campaign.

Moonbox, a premier Branding agency in Dubai, specializes in providing a wide range of services to cater to diverse branding needs.

Introduction to Cross Branding

In an increasingly interconnected world, cross branding has emerged as a strategic approach to leverage the strengths of multiple brands in order to create mutually beneficial partnerships. It involves two or more companies coming together to collaborate on marketing initiatives and share resources, aiming to achieve common objectives and tap into new markets.

Definition and Explanation of Cross Branding

Cross branding is the practice of combining the identities, values, and marketing efforts of two or more brands to create a unique and compelling offering. By aligning themselves with complementary brands, companies can enhance their market presence, engage a broader audience, and reinforce their brand image.

Benefits of Cross Branding

Increased brand exposure

Collaborating with another brand allows for greater visibility and exposure to a wider audience. By leveraging the partner brand’s reach and customer base, companies can expand their market presence and attract new customers who may not have been previously aware of their offerings.

Expanded customer base

Cross branding opens doors to new customer segments that may have been difficult to reach independently. Through strategic collaborations, companies can tap into the existing customer base of their partner brand and build relationships with potential customers who have a demonstrated interest in related products or services.

Enhanced brand perception

Aligning with a well-established and reputable brand can positively impact the perception of a company. By association, the partner brand’s positive attributes and reputation can rub off on the collaborating brand, elevating its image and credibility in the eyes of consumers.

Examples of Successful Cross Branding Campaigns

1. Nike and Apple partnership: The Nike+ Apple Watch collaboration brought together two iconic brands, leveraging their shared focus on fitness and technology. This cross-branding effort resulted in the development of innovative wearable technology, seamless integration with fitness apps, and a mutually beneficial marketing campaign.
2. Coca-Cola and McDonald’s collaboration: These two global giants joined forces to create exclusive co-branded cups, collectible toys, and promotional offers. The cross-branding initiative not only boosted sales for both companies but also enhanced the overall customer experience by providing unique incentives.
3. GoPro and Red Bull joint marketing efforts: GoPro cameras became synonymous with extreme sports and adventure, while Red Bull positioned itself as a leading sponsor of adrenaline-fueled events. The collaboration between these brands allowed for the creation of captivating content and thrilling experiences, which resonated with their shared target audience.

Factors to Consider for Effective Cross Branding

To ensure the success of a cross branding campaign, several factors should be carefully considered:

Target audience alignment

The partner brands should have a similar target audience to maximize the effectiveness of the collaboration. By understanding the overlapping interests and preferences of their respective customers, companies can tailor their marketing efforts to resonate with this shared audience.

Brand compatibility

It is crucial to select partner brands that have complementary products, services, or brand values. The collaboration should make sense from a consumer’s perspective and provide added value that neither brand could achieve alone.

Shared values and goals

Successful cross branding requires a strong alignment of values and goals between partner brands. When both companies share a similar vision and mission, it becomes easier to develop a cohesive marketing strategy and maintain a consistent brand message throughout the collaboration.

Creative synergy

The partner brands should have the potential to generate creative synergy, allowing for the development of unique and compelling marketing campaigns. By leveraging each brand’s strengths and expertise, companies can create a collaborative narrative that captivates the audience and differentiates them from competitors.

Steps to Implement a Cross Branding Strategy

Implementing a cross branding strategy involves a series of steps:

1. Research and identify potential partners: Thoroughly research brands that share similar target audiences, values, and goals. Evaluate their market position, reputation, and previous collaborations to identify potential partners that align with your brand.
2. Define the scope and objectives of the collaboration: Clearly articulate the purpose of the cross branding initiative, the desired outcomes, and the metrics to measure success. This step ensures that both brands have a clear understanding of the shared objectives and can align their efforts accordingly.
3. Develop a mutually beneficial partnership agreement: Establish a formal agreement that outlines the roles and responsibilities of each brand, the terms of the collaboration, and the expected benefits. Address potential challenges, legal considerations, and dispute resolution mechanisms to ensure a smooth partnership.
4. Plan and execute joint marketing activities: Collaborate on designing and implementing marketing campaigns that leverage the strengths of both brands. Develop creative content, promotional materials, and digital marketing strategies to engage the target audience effectively.
5. Evaluate and measure the success of the campaign: Regularly monitor and analyze the performance of the cross branding campaign. Assess the impact on brand awareness, customer engagement, sales, and other relevant metrics. Use these insights to refine future collaborations and optimize the return on investment.

Challenges and Risks in Cross Branding

While cross branding can be highly rewarding, it also comes with challenges and risks that should be taken into consideration:

Brand dilution

If not carefully managed, cross branding can dilute the individual brand identities, resulting in confusion among consumers. It is essential to strike a balance that maintains each brand’s distinctiveness while effectively communicating the collaborative offering.

Misalignment of brand values

Partnering with a brand that does not share the same values or ethics can damage a company’s reputation. It is crucial to thoroughly assess the partner’s brand image, conduct due diligence, and ensure compatibility in terms of values, ethical standards, and corporate social responsibility.

Legal and contractual issues

Cross branding initiatives involve legal considerations, intellectual property rights, and contractual obligations. It is important to consult legal experts and establish clear agreements to protect the interests of all parties involved.

Read more on Does your Business Needs Branding?

Tips for a Successful Cross Branding Campaign

To maximize the potential of a cross branding campaign, consider the following tips:

1. Thoroughly research potential partners: Conduct comprehensive research to identify brands that align with your target audience, values, and goals. Look for brands that have a positive reputation and a track record of successful collaborations.
2. Ensure brand compatibility and alignment: Choose partner brands that have complementary products or services and share similar values and target audiences. This ensures a natural fit and increases the chances of a successful collaboration.
3. Create a compelling narrative for the collaboration: Develop a story or concept that resonates with the target audience and effectively communicates the unique value proposition of the cross branding initiative. Craft a compelling narrative that captures attention and generates excitement.
4. Leverage digital platforms and social media: Utilize digital marketing channels, social media platforms, and influencer collaborations to amplify the reach and impact of the cross branding campaign. Engage with the audience through creative content, interactive campaigns, and user-generated content.
5. Monitor and analyze the campaign’s performance: Continuously track and measure the campaign’s performance using relevant metrics. Analyze the data to identify areas of improvement, optimize the marketing strategy, and refine future cross branding initiatives.

Conclusion

Cross branding offers a powerful strategy for companies to expand their reach, enhance brand perception, and tap into new markets. By collaborating with complementary brands, businesses can leverage shared resources, increase brand exposure, and create compelling marketing campaigns. However, a successful cross branding campaign requires careful planning, brand compatibility, and a deep understanding of the target audience. By following the outlined steps, considering the challenges, and implementing the tips provided, companies can unlock the full potential of cross branding and drive their businesses to new heights.

FAQs

1. How can cross branding benefit my business? Cross branding can benefit your business by increasing brand exposure, expanding your customer base, and enhancing brand perception through strategic collaborations.

2. What factors should I consider when selecting a cross branding partner? When selecting a cross branding partner, consider target audience alignment, brand compatibility, shared values and goals, and creative synergy.

3. What are the risks involved in cross branding? The risks in cross branding include brand dilution, misalignment of brand values, and legal and contractual issues that need to be carefully managed and addressed.

4. How can I measure the success of a cross branding campaign? You can measure the success of a cross branding campaign by tracking metrics such as brand awareness, customer engagement, sales, and other relevant performance indicators.

5. What are some examples of successful cross branding campaigns? Examples of successful cross branding campaigns include the partnership between Nike and Apple, the collaboration between Coca-Cola and McDonald’s, and the joint marketing efforts of GoPro and Red Bull.

At the time of writing, coronavirus, more correctly known as Covid-19, is present in 71 countries across the globe. The World Health Organisation is reluctant to call the spread of Covid-19 a pandemic, after backlash following the SARS outbreak in 2009. However, as many experts point out, it is now entering the realms that most would agree was of ‘pandemic proportions’. While of course the biggest immediate concern is minimising the health impact on populations around the world, we also need to be aware that the global spread of disease, in this way, has the potential to massively impact brands. Indeed, already it has been predicted by the Organisation for Economic Cooperation and Development (OECD) that the global economy will grow at its lowest rate since 2009, following the financial crisis. They estimate that a “more intensive” outbreak could halve global economic growth. We are also already seeing notable financial impacts on all businesses because of the coronavirus, simply because of the impact on the financial markets across the world. However, many country-specific financial bodies are already explaining how they will mitigate the impact. The problem may really come down to individual brands, specifically within different sectors.

Why does a global pandemic impact brands

Let’s take a look at early indicators in the airline industry; an industry obviously impacted by the shut down on travel, as well as decreased demand, as the virus spreads. The International Air Transportation Association (IATA) says that the airline industry could lose $29 billion. There are already rumblings that the cruise industry will take a hard hit, after being labelled as a “floating petri dish”, with the spread of coronavirus amongst the Diamond Princess population. The cruise industry as a whole will likely need to rebrand itself going forwards. In such situations, there is an inevitability that all tourism and travel brands are likely to feel the impact of coronavirus for a long time to come. However, it’s fair to say that not all brands will be affected equally. Therefore, what’s of importance to brands now, is how to ensure that their business is the one of the ones which survives, and ultimately thrives.

How to ensure my brand survives coronavirus

As the Harvard Business Review explains, the steps you need to take as a brand to survive the coronavirus is good practice anyway. There will always be external and global influences around the corner which you need to be prepared for. In the short term of a crisis, such as now with Covid-19, it is vital to keep fully aware of what is going on and take a flexible approach to managing it. It is this flexibility which should help your business to weather the storm. Add to this the ability to communicate well. If your employees and your customers or clients can see that you are calm and in control, and are a source of stability in a time of global fear, then their loyalty to your brand will continue well into the future. Remember that everyone is being bombarded with mixed information. If your brand is the calm in the storm, conveying true and accurate information, then you position yourself as reputable and trustworthy. It is vital to take steps to protect your business. By restricting travel and utilising remote working as much as possible, you should be able to keep your workforce safe and functional. In supply chain businesses, you will need to ensure that you have various alternative options. Build resilience into how your business acts, working out how you will cut costs as you need to.

For now and for the future

For now you need to weather the storm, coming out on top. This requires your branding to be strong and dependable. You cannot evoke panic or give the impression that coronavirus has got the better of you. Going forwards, your branding approach will depend on how you have survived coronavirus. If you’ve become a port in the storm, then you’ll need to build quickly on your brand strategy so that you can capitalise on your success. However, if coronavirus hits your business or your industry hard, then recovery may well involve strategic rebranding. This will enable your brand to move forwards into the future, putting coronavirus behind you. We’re here to help your brand navigate its way through the current global upheaval.

The construction industry is immensely competitive. Dubai is famed the world over for its growth, realised most obviously, in the overwhelming amount of construction we see. The only way to stand out from the crowd, and win the business you want, is to have a brand which represents what customers are looking for, while also being memorable. That’s a tall order. However, here we look at the main branding trends in the construction industry, so that you can learn from the experts.

1. Consistency

In such a competitive marketplace, which has boomed in recent decades, your strength can be in your consistency. This doesn’t mean that you can’t have a rebrand when you need to, but that your brand should convey consistency in all you do. Construction projects are, by their very nature, costly. Prospective customers need to know that you are in it for the long haul. It’s the bedrock of trust. Therefore, as we demonstrated with our work with AAA Construction Equipment, showcase your longevity if it applies to your business.

2. Think about your brand story

Humans are naturally drawn to the power of a story. It can be immensely impactful as part of your branding. Therefore, pick out the elements of your brand’s story that make your business unique, and a cut above the rest. An excellent example is the striking use of aerial photography that we have incorporated in the Effeco business website. Straight away, the audience sees something that tells a story, in a memorable and concrete way.

3. Remember who your audience is

All too often, businesses blindly go in to a branding exercise based on overall trends, not industry-specific patterns. This is a mistake. The single biggest thing you can do to help your brand, is to remember exactly who your audience is, and work to appeal to them. For example, those in the construction industry need to consider their client base, and who they are trying to attract. Your brand needs to convey trust, but also a no-nonsense, expert and knowledgeable character. This also applies to how you convey your branding. You need to meet your audience where they are. This will apply to your use of social media platforms, for example. Do some research to uncover where your audience is.

4. Remember your employees

A particularly big challenge, for those in the construction industry, is to channel their brand, consistently, through their employees. Once you’re working on a project, it is your employees who are now your ‘brand on the ground’. It is them with the power to ensure that your brand comes across positively or negatively. Therefore, always consider how employees reflect your brand, from the clothing they wear, to the paperwork they use. Your goal is to ensure that each time they interact with the customer; they are part of the branding experience.

5. Look to the future

In 2020 and beyond, a key branding trend in the construction industry is evolving for the future. With upheavals in the wider landscape of construction, it is even more important that your brand reflects an authentic and trustworthy business. You also need to ensure that your brand stays relevant for your customer as their needs develop and shift over time. Your ability to learn from your customers and change, according to their expectations, can be the difference between growth and stagnation. Particularly, we are seeing this with the importance of construction brands becoming more responsive – with their traffic increasingly coming from mobile devices.

6. Personalisation

Personalisation is a huge trend in branding across all industries in 2020. Customers are increasingly expecting a more personalised experience. This can actually be immensely tricky in the construction industry. However, this doesn’t mean you can shy away from the challenge. There are a number of ways you can make it work. Consider the voice of your brand. For those in the construction industry, it is easy for this to sound impersonal and ‘corporate’. Instead, try to put a more human voice to your brand, especially in all written communications such as via your website or social media channels.

7.     Have a conscience, and show it

In construction, a key trend is demonstrating that you care about the environment and the ethics of your construction processes. This is an opportunity to make your brand a step apart from the competition. By showing customers, through your branding, that they are making a sustainable and ethical choice, you capture their loyalty and commitment to you.

Design is utterly enmeshed with advertising. Indeed, when we think of marketing endeavours it’s often elements of design, such as a logo or a brand’s colours. It’s this pivotal role of design which makes creative agencies as popular as they are. We know creativity is vital, so we call on the experts. But in recent years, we’re more likely to stumble upon a digital agency than one which dubs itself ‘creative’. It makes sense in terms of language. With the booming of our online world, it’s digital marketing which has taken over. However, this can leave you wondering if it really matters whether you choose, or search for, a creative agency or a digital agency. How do you make sure you get the services you really need?

Definitions: creative agencies vs. digital agencies

Creative agencies concentrate their efforts on design. They’ll use external partners, such as printers or online marketing consultants, to actually make their work reality. Their ultimate goal is to convey a brand through design. Hence we associate them with awesome logos and branding documentation. The clue is in the name: it is creative wizardry which is the focus. A digital agency, on the other hand, goes beyond creative design alone. They certainly incorporate it, and often at a level to rival a leading creative agency, but it’s not all they do. They are predominantly concerned with how that design plays out digitally, interacting with other digital elements. So they won’t just offer services such as logo design, but they’ll also do the things a creative agency would use an external partner for in the digital realm. For example, they will do things such as website design, SEO, social media marketing and more.

So digital agencies do more?

In a nutshell, yes. The scope of expertise is broader with digital agencies, although you won’t generally find them taking charge of hard-copy print jobs. What’s more, you can usually think of them as a more of a strategic partner – they tend to look at the bigger picture. It’s arguable that this is both necessary and important in the current world. We are all increasingly moving our focus to our online activities, including having a cohesive and strategized approach. After all, our customers and clients are online, so we understand that’s where we need to be too. The average adult spends 5.9 hours online every day. We consume 5 billion YouTube videos each day. Google processes over 40,000 searches per second every day. 87% of UK retail purchases are made online. It’s no surprise therefore, that businesses are turning to digital agencies for help with their online marketing strategies and practices.

Do I need a creative agency or a digital agency?

There are good reasons not to abandon the ethos of a creative agency altogether. Design is important. But it’s digital design which matters. Therefore, even when choosing a digital agency you need to make sure you choose one which has design right at the forefront. Your brand is intertwined with incredible design. If you want your digital marketing efforts to work, then you need to have some creative minds behind your brand. This way your visual content will entice and engage. From this position, the digital marketing efforts flow more smoothly. Indeed, Adobe points out that companies which put creativity in a prime position benefit from a 1.5 times greater market share than those which don’t.

An agency which works for you

Perhaps even more important than a generic dictionary definition, what really matters is choosing a top creative agency in Dubai which will work for you. Leading creative agencies also offer bespoke digital services which are tailored to exactly what you need. This can make them the most cost-effective choice, as well as being more likely to add value overall. Branding By 8 is a creatively driven website design and digital agency. We believe we bring our clients the best of both worlds.

A brand story is used to evoke an emotional reaction. By doing this, you engage the audience and get them emotionally invested in your brand. However, what many overlook is how integral design is to the brand story; the two elements must go hand in hand. It is this combination which enables creative agencies to build a powerful brand story.

The basics of a brand story

Brand stories needn’t be complex. You’re not writing a novel or illustrating one. But they do need to be meaningful. As humans we are drawn to story-telling. This means that, with the right story, your audience become your champions – retelling your story for you. Another way to think of it is that the brand story is understanding, words, imagery and emotion behind your brand’s design. It links everything together for your audience. If you succeed in getting both an excellent brand story and excellent design together, then they become even greater than the sum of the parts – this is what a creative agency will aim for.

How to tell a brand story

Start with the basics of who you are as a brand. Pick out a few elements to work with. Perhaps you are luxury, user-friendly, informal, community focused, or something else. Think about the roots of the business. Why did it start and why did it develop in the direction it did? Remember that passion because passion is rocket fuel for a good story. Think about what you value as a brand. Why are you different from your competitors? What is the character of your industry? Who are your audience? Remain true to your target audience and think about what motivates them.

The importance of your competitors

A creative agency that succeeds in building a powerful brand story won’t do it in a vacuum. They understand that your business needs to find its own unique place within your wider industry. The brand story is the driving force of this and therefore cannot be created without taking a look at your competitors. Your story needs to be defined and different from others and it needs to appeal on an emotional level where they fail. A creative agency will therefore do competitor-analysis as they begin to formulate your story.

Different elements of a brand story

Don’t make the mistake of thinking that your brand story is simply a chunk of text under the title ‘Our Story’ on your website. It is so much more than this. Indeed, a well built and comprehensive story encompasses everything from fonts to your logo, and graphics to tone of voice. These become the channels through which your story really engages your audience. A simple but clever example of this would be for a business which creates handmade products. If you can include handwritten text in the logo, then the message of your story is far more than just words on the page. Add imagery of the making process on the site and this goes even further. You can think of this in terms of the look and feel of everything you do. This aids your story. So this will include things such as colours and photos on your website through to packaging or brochure design.

The power of the designer

You are in possession of the facts about your brand. You know your audience. You know your history, values and objectives. An excellent creative agency is how these different threads can be pulled together, through design, to create a cohesive and emotive story. Indeed, brand storytelling is simply words on a page without creative design. It is the creative design which makes your story stand out from the crowd and gets your audience 100% invested in your business. Building a brand story is not an accidental process. Instead it is a conscious and directed process which requires knowledge of the business, the audience, the industry and marketing. Get it right by employing a creative agency and your business will be ahead of the game.

A picture tells a thousand words. What does yours say? Close your eyes. Think of a brand such as Apple. What do you see? A logo is the instant snapshot of who you are. In a momentary glance it encompasses your brand’s reputation, personality and drive. What’s more, it’s memorable. It etches itself in to the mind in a way that’s tangible. A logo is not simply a pretty little image, it’s about the impact your brand makes and leaves. As such, a logo should be a priority.

Read more on Things To Consider If You Are Looking For Logo Design Company in Dubai

Who are you?

Think of a logo as being the imagery behind your brand. It’s who you are, in its simplest form. Your logo is what potential customers will first notice about your business. Given that first impressions matter, your logo needs to be considered and intentional, not accidental. This means that before you consider the design of the logo itself, you need to think about what you want it to convey. This will include qualities such as trustworthiness, professionalism, humour, sophistication or any other brand characteristic which define you. The human brain processes images 60,000 times faster than text. That’s staggering and it underlines just how powerful a carefully conceived logo can be.

Attention

As such, a logo has immense power to grab attention. People are bombarded with information in the digital age. Grabbing attention among-st that maelstrom of noise takes something special. An excellent example of a business which has nailed this attention-grabbing is Starbucks. And it’s all down their logo. In just moments a viewer sees and perceives the logo, and, literally, judges the business on its appearance.

The foundation of your brand

Your logo really is the foundation of your brand. It brings together your brand identity in a nutshell. Try and do that in a handful of words alone and you’ll discover that it’s nearly impossible. Yet a logo can convey a story which entices the viewer to feel something in just one glance. When they feel something, they act. This is where an expert designer is worth their weight in gold. Colours, fonts, shapes and tones all hold incredible power. Between 62% and 90% of consumers base their first impression on colour alone. You know this yourself. The psychology of colour explains how we associate different emotions or judgments based on colour. For example, we associate blue (the most used colour in logos) with intelligence, trust and efficiency. We associate red with activity and strength.  Black conjures up a sense of sophistication and security whilst yellow inspires optimism and confidence.

A logo leads

Once a logo has got someone sitting up and paying attention, it’s then important that it leads them on in their relationship with your business. It becomes the way your brand is recognised and remembered. Thus, when someone then sees your brand again (remembering we operate in a multi-channel world), it will again conjure the same feelings as it did the first time it was viewed. A logo serves to be the positive-recall which may not happen through your company name alone. Even if someone forgets your name, they will remember what you look like. This allows you to nurture their relationship with you at every touchpoint, simply through careful use of your logo and overall branding concepts. In turn this begins to allow your business to stand apart from the competition. Your logo makes you unique. It draws your audience onwards in to a relationship with your brand which grows.

Logo to loyalty

This nurtures brand loyalty. No matter where or how a consumer sees your brand, they know there’s consistency because of the logo alone. That allows them to gradually become more loyal to you. Again, let’s use an example. Let’s think about the Nike tick. If you see active wear with the Nike tick, it inspires the feelings of trust, consistency and strength. You don’t need to read the company name. You don’t need to read any information about the item. You simply trust it because you know the logo. It brings up all the feelings of loyalty. That’s powerful stuff. What’s more, your audience expects to see your logo whenever they come in to contact with you. They become attached to it.

Does your logo work?

All that’s really left to ask is does your logo work this powerfully? You need a logo which conveys your brand, invoking emotions and loyalty. It’s a priority if you want to boost your business. But as you can see, it’s actually quite a tall-order to get right. It is so pivotal to your success that you should never leave logo creation to chance.

The business world seems to have suddenly realized that Branding is an integral part of the Business Strategy. 2019 is fast becoming the year of the rebrand as major companies rediscover its importance.

Brands live and die by their images. Experimentation and innovation help brands to remain dynamic and on Top-of-Mind with customers. But any decision to rebrand is fraught with risks as well. For every rip-roaring success, such as Burberry or Old Spice, there’s a catastrophe such as GAP. Get it right and you could open up new markets and revitalise an aging brand; get it wrong and you could be on a very rocky path indeed. 2019 has been a busy year for the rebrand with some of the corporate world’s biggest names getting in on the act. Some have worked better than others, but here are five which we think seem to have got it spot on.

1. Discovery Channel

Never before has the TV market been more competitive. With Netflix edging into its nature documentary territory, Discovery has been upping its game with fresh branding and new partnerships. Its logo has become much simpler. Gone is a photo-realistic planet Earth replaced with a smaller monochrome globe which fits neatly into the letter D. In its animated form, the globe spins within the D. They’ve also made the most of the open D design in all their other collateral to frame its stunning photography. The rebrand supports a more ambitious strategy which includes talks with BBC for a partnership on nature documentaries. It is bold, minimalistic and projects an image of a confident brand with a global presence.

2. WNBA

Established in 1996, the WNBA has already been highly successful with its previous logo designed by the Original Champions of Design. Their new one builds on it rather than embarking on a bold new direction. It is a simpler, free-flowing form. The old one featured a box surrounding the silhouette of a female basketball player. This is gone and the figure has been redrawn giving it a simpler, almost balletic, appearance. The intention is to create something which looks smoother, more elegant and is in keeping with the league’s motto: ‘This is basketball on our terms’.

3. Volkswagen

The traditional Volkswagen logo has been with us for as long as anyone can remember, but the arrival of what the company calls a ‘new era’ has ushered in a flat, digital first alternative. The basic structure is the same, but a 3D logo, with a chrome effect, has been replaced with a stark 2D monochromatic version. The new logo is part of a much wider rebirth of a company which has had a difficult few years after it was caught cheating emissions tests. Alongside a new logo and fresh look, therefore, comes the launch of a fully electric line of vehicles called the ID.3. This brand is all about a new start, placing the company at the forefront of a modern, cleaner automotive industry.

4. Staples

The secret of a great rebranding exercise is to refresh your image while retaining the best of what made the old one great. Few have managed this quite as well as Staples. The old logo was familiar and much loved with its quirky wonky staple forming an L. That has gone with a much cleaner font, against what could be a desk or a staple. It manages to become more professional while retaining the friendly and accessible nature of the original. The rebrand is far-reaching across the company as it attempts to modernise itself into a retailer which helps people manage their work life balance. It has adopted the hashtag #worklifesolutions and has launched a number of private label brands including NXT Technologies, which produces wireless gadgets, and Tru Red which offers notebooks and pens.

5. Mastercard

Earlier this year Master Card moved into the league of Apple, Nike, Target, and others and showed the confidence to drop its name from the Logo. Now the logo just contains the red and yellow overlapping circles in selected contexts. Brands that opt this visual route eludes the sense of confidence that they have made the mark in the minds of their consumers and don’t need the support of text to be recognized. Only icons can play in this space and it’s not something which a young brand should experiment. Even Mastercard is not planning to implement the change across all touchpoints. They will continue to use the word “MasterCard’ in emerging markets and in Corporate and B2B communications. However, this rebranding suggests that MasterCard is shifting its brand strategy to equip itself for the digital banking era.   What about your brand? Do you have a strong branding strategy? Does your brand reflect all your values and convey the right message to your target customers, building trust with them and inspiring their long-lasting loyalty?