Category: News

Growing is inevitable and your business evolves over time, for this reason several moments will arise when a rebranding will be necessary, this change often consists of finding a new approach to your brand and redefining what is important, what it stands for and above all, who you are. This process clarifies the future of your brand and shows your company the opportunities for a better and more rewarding life.

Here are a few reasons why your company needs to rebrand:

Update the look and feel.

The most common motivation behind a rebranding project is to have a modern look. Does your brand look dated or have a poor design identity?, it’s time to rebrand. Rebranding in a solid way allows you to retain old customers while successfully attracting new ones.

Blends into the marketplace

It’s important to be careful or your brand can become a mishmash of assets. If you fail to maintain visual and verbal consistency due to the use of inconsistent logos, typefaces, color palettes, images, messaging and tones of voice, this will cause your brand to fall into a major slump due to lack of self-understanding. Fortunately, there is a solution for this. This type of rebranding is undertaken when a company needs to create a greater sense of continuity across the brand and overcome the inefficiencies, frustration and confusion that result from not communicating consistently to customers.

We fell into the dull zone.

Even if it were the case that you were selling the most mundane thing in the world, there is no good reason for your brand to look or act boring. If you’ve noticed an attitude of indifference around your brand, it’s because you haven’t discovered a compelling or relevant focus from which to orbit. Finding an authentic theme is the solution, apply some creativity and tell your story in a way that surprises and captivates people. What was initially perceived as boring could become a driver of inspiration for others.

Gain a competitive advantage

Your competition is growing but you’re not? One of the main factors companies react to is loss of market share or declining sales. Good planning and execution of a rebrand enables your company to position itself ahead of the competition and keep your customers excited. It is advisable to identify what gives your company the edge and what is the essence that makes your point of view unique and build your brand around it.

Changes in the business

Changing business models is something many companies do, these changes or adding service or products allows them to stay competitive and profitable. If you used to do A, but now you do A and B, it could be a call to rebrand. Your customers will only know you do A unless you find a way to show them that you also do B. Diversifying or splitting a business justifies a rebrand as a clarification resource.

We have a negative image

Any brand can be exposed to negative connotations and it is not easy to remove our brand from that environment, but sometimes rebranding is a corrective measure and an effective strategy for a company trying to recover from a bad image. Sometimes it works if the damage is not so serious, but sometimes it is too late.

You merged or have a new acquisition

Changing ownership often results in a rebranding so that this change is visible and allows for compliance with all legal requirements. Under the new rules, your values, vision and priorities may have a significant change that must be taken into account. This is the ideal time to ensure that creative and strategy are aligned to reflect the new goals, vision, personality and message.

Name update

Sometimes the name you have is incorrect or just plain wrong for your business. The name may no longer fit your identity or you may have run into a trademark registration conflict. Whatever the case may be, changing your name allows for a new existence and grants a great opportunity to examine your entire brand from the ground up.

You started to scale

Several startups begin and experience growth without having a professional brand design. However, rebranding becomes a crucial step for young companies to be taken seriously as they scale and take on more established brands.

Rebranding is a path of great risk and reward. Deciding to rebrand should never be done lightly, without having come up with solid strategic reasons for undertaking the process and deciding on the right brand partner to guide you through each step of the process. If you have thought about undertaking this rebranding process for your company, send us an email or schedule a free phone consultation. David Feria Studio can help you decide if it is time to rethink, update and revitalize your brand.

Written and Illustration: David Feria Naranjo | Founding CEO

The transformative power of brand archetypes

In the universe of branding, nothing happens by chance. Brands that stand out and become favorites have a secret: they understand and apply the power of archetypes. These are not mere labels; they are the essence that gives life, personality, and direction to a brand, allowing it to connect authentically with its audience.

The journey to authenticity: Understanding your archetype

Identifying your brand’s archetype is crucial for defining its role and narrative in your consumers’ lives. This clarity is essential for conveying who you are and what values you represent. Whether the connection with your archetype emerges instantly or requires deep analysis, the goal is the same: to find your brand’s true identity and enhance its emotional impact and resonance.

The diversity of archetypes: A mirror of our humanity

Archetypes reflect different facets of human experience, from empathy and care to bravery and exploration. By choosing and embodying one of these archetypes, your brand not only defines itself but also invites your audience to see a reflection of their own values and aspirations.

The 12 brand archetypes and their characteristics

1. The Caregiver: Characterized by empathy, generosity, and a desire to assist others. Brand examples: Campbell’s, Johnson & Johnson.
2. The Citizen: Values the dignity and worth of each individual, offering lessons through empathy and practical wisdom. Brand examples: Gap, Habitat for Humanity.
3. The Hero: Represents strength and courage, overcoming significant obstacles and persevering in the face of adversity. Brand examples: Nike, U.S. Army.
4. The Innocent: Maintains an optimistic and confident outlook, known for spontaneity and joy. Brand examples: Charmin, Avon.
5. The Explorer: Longs to venture beyond the known, seeking new experiences and less traveled paths. Brand examples: The North Face, Subaru.
6. The Rebel: Challenges the status quo and advocates for transformation, questioning established structures. Brand examples: Harley Davidson, Virgin.
7. The Lover: Seeks to create experiences of pleasure and intimacy, celebrating beauty and emotional connections. Brand examples: Victoria’s Secret, BMW.
8. The Creator: Focuses on innovation and artistic expression, rejecting mediocrity. Brand examples: LEGO, Canon.
9. The Jester: Lives to enjoy life and have fun, turning the ordinary into the extraordinary. Brand examples: Taco Bell, Skittles.
10. The Sage: Dedicates itself to the pursuit of truth and knowledge, aspiring to provide enlightening solutions. Brand examples: CNN, The Wall Street Journal.
11. The Magician: Explores the fundamental laws of the universe to transform and manifest visions. Brand examples: Disney, TED.
12. The Ruler: Inspires leadership and responsibility, fostering an environment that values everyone’s contribution. Brand examples: Rolex, American Express.

Essential guidance: Discovering and living your archetype

Defining your brand’s archetype can be an introspective journey that, at times, requires an external perspective to provide objectivity and depth. It is a process that invites collaboration and exploration, and that can reveal the heart and unique essence of your brand.

A Legacy of authenticity and connection

Determining and embracing your brand’s archetype is not just a branding exercise; it’s a step toward creating an authentic and memorable identity. This approach not only strengthens your brand’s communication and presence but also guides you in building a resonant and meaningful legacy. By understanding and living your archetype, your brand can transcend, connecting genuinely and enduringly with people.

Want to find your own archetype and connect with your audience through your brand? Contact us.