Every once in awhile a company rebrands in a way that’s not quite typical. It’s always worth looking at these rebrands, especially when they are a success. Today we’re looking at tech company, Mozilla Corporation’s 2016/20017 rebrand strategy.
There’s no one way to orchestrate a successful rebrand that increases engagement and authority in the marketplace. A non-typical rebranding strategy, carried out in the open, rather than fully behind closed doors, is usual for a rebrand. But that’s exactly what Mozilla did.
What did Mozilla do and how did they do it?
The rebrand included changes to their logo design, color scheme, and all relevant visual assets.
A rebrand is not an overnight affair. It’s a process of analysis, decisions, iterations, and tiny tweaks. As Mozilla went through this journey, they shared design ideas and mock-ups on their blog and social media, encouraging their audience to leave comments and feedback.
Why a non-typical rebrand?
One of Mozilla’s intentions with their rebrand was to be better understood by more people. By orchestrating a transparent strategy.
The transparency of the entire rebrand tore down walls between Mozilla, their customers, and collaborators; and that was the point. They wanted to remove any barriers that make them seem on a different level than their audience. They also wanted customers to get an inside look at what they do and why they do it. They hoped this would help customers have a deeper understanding of the Mozilla mission.
A strategy like this improves relatability. It shows the brainstorming process, the ideas that work, the good, the bad, and everything in between. The company showed a side of themselves that’s not polished and ready-to-go.
This strategy can also make a company’s audience feel heard and cared about. When they reach out, ask for feedback, and implement appropriate suggestions, it boosts customer interaction. People love to feel heard. And when big companies show that they care enough to ask questions and listen to responses, this does wonders for audience engagement and loyalty.
The strategy, although not necessarily easily implemented, can have a massive positive impact on brand engagement. By doing this, Mozilla built connection and strengthened brand loyalty.
How can you apply this to your branding and business?
To do this successfully, you must get clear on:
1. What’s the intent of the rebrand? Before you even consider how you’ll rebrand (the process), you’ve got to be clear on the intent of the rebrand. What’s the purpose? Why are you doing it? Why now? Why does it matter?
You can’t have a successful rebrand if you’re unclear on any of these questions. They are fundamental to creating a strategy and campaigns that work.
2. What specifically will you be changing (design, messages, assets, product packaging, etc.)? A brand is more than just a logo. A rebrand is your best opportunity to consider all reflections of your business and what, if any, need to be adapted.
3. Will the result align with your vision, mission, and core message? Everything you do as a business must be in alignment. Sounds challenging, right? Sometimes it may be, but it’s non-negotiable.
4. Adapt as you proceed. Unless your rebrand is quick and simple, it’ll be a process. During the journey you’ll brainstorm, come up with ideas, ditch many of them, and keep going. At times, it may feel like you’re back at the starting point. This is par for the course for an effective rebrand.
It’s an iterative, adaptive process, just like your business. Things will need to be assessed and analyzed form different directions and by different individuals/teams.
Your brand identity, messages, and assets are all aspects of what you believe in and what you do. This is why rebranding is a reflection of your core message, mission, and vision.
To orchestrate a successful rebrand, as Mozilla did, you don’t necessarily have to undertake a non-typical rebrand, but you do need to have a solid rebrand strategy that lines up with your core message and branding framework.