Successful Rebranding Campaigns and Repositioning

There have been some famously successful rebrands in the recent past. Think Burberry, McDonald’s, Kmart, and of course, Apple. Before Christopher Bailey, creative director of Burberry, took control in 2001, the brand was increasingly associated with gangwear. Yet, through a reconsideration of its branding, aligning itself with the luxury market and reconsidering its brand ambassadors, Burberry turned its fortunes around. McDonald’s was once dogged by affiliations with health issues but tackled that through diversifying its offerings, Kmart recently rebranded itself as an affordable lifestyle shopping destination and the Apple story, well, that’s more famous than The Beatles.

 

Look at these rebranding moments and you will find some clear patterns in what drives the success of such a move to rebrand.

For brands that cannot change their product, they then need to change how consumers interact or use that product and how the brand communicates with potential and existing customers. For brands that can change their product, successful rebranding stories come from listening to users, identifying either a gap or a user need, improving/modifying/diversifying their products and then looking towards new ways to always improve upon these areas (product and experience of product).

 

This thinking is what has led Enzo Raimondo, CEO of property data website view.com.au, in the company’s recent rebranding from its previous manifestation as realestateVIEW.com.au.

 

It wasn’t the simplicity of the name, View, that led the company’s rebranding but this simplicity is a mirror to what the company’s CEO identified as a new angle of approach within the real estate market. Besides the brand name’s more abstract affiliations with property, View reflected the company’s desire to lead the industry in providing users with access, or a clear view, of property data and market information.

Burberry identified a need to align itself with luxury while also maintaining a nod towards its past, being established as far back as 1856. View.com.au identified that Australians and especially those in the big cities had always been vocal and interested in real estate. Go to any Sunday BBQ and conversation inevitably turns to property prices in the local area. And the key word there is ‘local’.

 

Leaning on its existing credibility as a property listings portal, the brand reoriented its efforts to build a platform for people to access property data for any address in Australia, allowing them to see an instant property value estimate for their home and to access demographic data about their local neighbourhood or any other in the country. To recap: identify a user need (Australian’s love for real estate and its competitive market driving a hunger for market information), diversify the product (View built a platform to house property data) and look towards constant improvements (user experience of their product is what drives the company every day and is a key factor in differentiating them from their competitors).

Rebranding can be a challenging effort for a company, often much more so than establishing a brand from nothing, as an existing brand has existing customers, expectations and an existing position within the market. There is nothing that can quite match the marketing power a new company can harness, yet following the clear steps of listening to consumers, reassessing a product on offer, and constantly working towards improving UX, a company such as view.com.au can expect a successful rebranding.