Many consider brand a virtual and non-human entity that doesn’t need to have a character. It’s after all the representation of a business interest, right?
Quite incorrect, actually. In today’s world, brands have become more human and organic than ever imagined. They have a life cycle, with the exception that once they grow too old to remain optimally functional, they have another chance at life – rebranding.
Rebranding is a set of exercises and activities performed to give the brand a new image or personality. It can be used in different approaches to achieve different sets of goals, such as a complete reinvention of the brand or a simple tweak in the tonality.
Metro Orthotics - Rebranding till We Get It Right
How many times should a brand be rebranded, you might ask.
Until you get it right.
Metro Orthotics are providers of high-grade and reliable orthotic solutions such as knee braces, ankle supports, et cetera. Based in Pune, they’ve been deploying these orthotic solutions to the medically challenged since 2011. However, even the best of work needs to be talked about, right?
Like all wise businesses, the team at Metro sought the help of experts to work on the branding. A brand identity was chalked out and deployed using marketing exercises and branding collaterals such as packaging.
However, the brand didn’t gain much traction. In spite of the product being quite effective and placed at a great price-point, sales teams were facing troubles in moving the inventory off the shelf. The brand’s recognition in the market was better than before, yet far from what they were aiming at.
After 2 lackluster and unsatisfying tries, the task of rebranding was handed over to us. Hence began our experiment with reinventing the brand.
The Thought Process Behind Metro Orthotics
The identity of any brand should be a reflection of the work they do and how it solves a problem for their clients and customers. In this case, Metro Orthotics provides orthotic solutions such as knee braces, shoulder slings, et cetera. Solutions that help physically challenged (albeit temporarily) individuals in making better recovering of their bodily functions and limbs. Since their product line covers everything all the way from the head to the toe, their brand identity should reflect the same.
Therefore, we created the new brand identity, beginning with the logo itself.
If you see the logo here, it features elements of the hand and the foot, bound by respective supports. A symbol of the care and rehabilitation rendered by their products. An opportunity for the user to get better rest for their medical challenges.
Further, we kept the logo multi-coloured to convey a fresh and energetic vibe. Since the product line of supports isn’t exactly a demographic biased one, we combined a common symbol with light and attractive colours. This helped them reach out to both the elder segment and the younger one. Especially since both are their target audience, owing to the ever occurring injuries and the need for rehabilitation.
Later, we worked on extending this brand identity to their product packaging as well. Our expertise played an important and crucial role, considering what how important it is to get the packaging design right for a product’s success.
Rebranding Is an Iterative Process
Contrary to what many believe, the rebranding process is a never-ending one. First thing first: the brand identity itself should not be fidgeted with unless:
- It’s not working
- It’s gotten stagnated or obsolete
Yet, subtle changes in the design and layout should be made every now and then as per the need. The more major changes, when motivated by the need to take a different stance or tonality, can help the brand tell a different story altogether.
Take Cadbury’s example, where they reworked on their packaging for Dairy Milk to take a more modern stance with their product.
Therefore, logically considered, rebranding is an iterative exercise, where you change up things all the time to cater to a different market need. These small-big changes help the brands tell different stories without a complete revamping of the design.
So, if you are in a rut just like the folks at Metro Orthotics where, perhaps it’s time to consider rebranding. After all, it’s no use to keep pushing an identity which clearly doesn’t work. Instead, your focus should be on creating an identity that connects with your customers and tells the story you want to tell.
Do you want to reinvent your brand and achieve success for your brand?