Brands are everywhere. Through the content we consume and the products we see in everyday life, companies are constantly trying to influence us with how they present themselves. At an obvious or subconscious level, everything about a brand’s image matters to their consumer. It’s no secret that good branding is essential for a brand’s success. That’s why 89% of marketers say that brand awareness is their top goal. With the importance of brand image, companies might “rebrand” in order to keep up with changing trends, reinvent the way their customers view the brand, or tap into a new audience market.

Some may ask, what exactly is brand identity? At Deore Design, we define brand identity as “your reputation, your values, your customer service. Everything that reaches the consumer impacts their perceptions which in turn becomes the reality of how you are perceived.” Not only is it the logo, design, and fonts, but it is also the persona of a brand. All of this matters to the target audience, so much so that 52% of consumers won’t buy from a company with poor brand aesthetics. It comes as no surprise that 77% of marketing leaders say a strong brand is critical to their growth plans. In addition to gaining profits from attracting new customers, a strong brand can build credibility and recognition of your company.

All that said, we broke down how a few companies capitalized on a rebranding initiative to change the game for their organization. We hope it will help you think through how your brand is supporting or detracting from your strategic goals:

1. Zendesk

Zendesk’s rebrand in 2016 is a great example of evaluating company image. This B2B service software company built their brand image with visuals that represented, well… Zen. Their logo was a buddha. With the rise of the health & wellness industry, Zendesk thought it was best to move away from their overt Zen theme because it caused confusion. This rebrand was the beginning of new growth for the company. Once a small company, they now compete with companies like Salesforce and Oracle.

2. Typeform

Typeform defines branding as “a set of written and visual tools to express a company’s personality and project a unique vision.” After evaluating their current image, Typeform underwent a rebrand to establish a ‘people first’ identity. They decided on a ‘living logo’ which has the freedom to morph, representing complexity of data collection. Since the rebrand, Typeform prides themselves on their brand’s ability to make surveys a little more human.

3. Mailchimp

While some criticized Mailchimp’s quirky new illustrations, others noted that quirkiness has always been part of their persona, they were leaning into it with their rebrand. Founded in 2001, Mailchimp is now one of the largest marketing platforms. Their new image aimed to capture their humor and laid-back attitude, making for a strong brand image. Through illustrations, photographic visuals, and unique text, Mailchimp is represented themselves as both fun and professional.

These few companies are recent examples of how a rebranding initiative can help a business solidify its place and capitalize on a competitive advantage. A fresh new look can give your company more attention from current or new audiences. Whether you need to keep up with the times or refine your brand’s image, having a strong brand identity is a must for your company.