What aspects should a brand transformation include?
Brand transformation is a time-consuming but effective process. It requires a complete rethinking of approaches not only in product creation but also in relationships with customers. Brand transformation is made up of small steps that can take several years to implement, but with the right processes in place, the effort is sure to pay off.
Bright examples of successful business transformation are such brands as Apple, McDonald’s, and the fashion house Gucci. They radically changed the marketing strategy and at the same time remained interesting to customers. These companies primarily focused on a new approach to their products, they changed the attitude to the consumer, building a different culture and history. These aspects have been central to the transformation of the brand and have enabled effective changes in the operating processes and organization of the business as a whole.
The Gucci brand is over 101 years old, and during the whole time, its popularity grew and fell. The fashion house is now the second largest in the world, a success it has had since 2015 when it changed its own top management. Since then, the brand has been implementing a new strategy based on the modernization of approaches, the introduction of digital solutions, as well as a fresh creative vision of products. Such a step gave a result already in a year – the revenue increased by 7.8%. The brand image has been transformed, combining glamour and unisex, the possibility of self-expression, and floral motifs. Exactly by these features, Gucci is now recognized all over the world.Apple’s transformation took place in 1997 when Steve Jobs criticized all of the company’s products. Such a kick from the founder became a turning point for the brand, and soon the engineers introduced the iMac. In just 5 months, the company sold more than 800 thousand new computers, returning profitability to the business.
Like the fashion house, Apple understood the importance of brand recognition and its special style, which should be seen in all products of the company. This can be seen in the design of iPhones and Macs, as well as in GG Marmont bags and GG belts.
Thanks to the different components combined into a single whole, it is possible to create a new brand philosophy, which will give an impetus to business development, creating new products and attracting more customers. An important element, in this case, is not only the overall style but also branded products. For example, the fast-food chain McDonald’s has Big Mac and French fries. In the 2010s the company made attempts to expand the menu, but then changed the strategy, having concentrated attention on the basic and well-recognized products. At the same time, McDonald’s improved the quality of its food and made prices affordable to a wide audience. As a result, the company increased sales in 2019, crossing the $100 billion profit mark.
These examples well demonstrate that brand transformation must be done holistically and consider all aspects of the business.