How to Rebranding Right: A Cautionary Tale from Twitter's Transition to X
Rebranding can be a powerful strategy to rejuvenate and redefine a company's image. However, it must be executed with careful consideration and a deep understanding of brand equity. The 2023, transition from Twitter to X by Elon Musk offers valuable lessons on the potential pitfalls of rebranding. Here's what we can learn:
1. Preserving Brand Equity
Twitter was not just a name; it was a verb synonymous with microblogging and real-time updates. The term "tweet" became ingrained in our everyday language, representing the essence of the platform. By discarding the Twitter name, a significant amount of brand equity was lost. Compare this to Google, another brand that has become a verb. Can you imagine Google changing its name and losing that instant recognition and meaning? Neither can I.
2. Meaningful Associations
The original Twitter brand evoked imagery of chatter and bird chirping, perfectly aligning with the platform's function of short, quick communication. "X", on the other hand, lacks inherent meaning or association. Effective rebranding should build on existing associations or create new, relevant ones.
3. Consistency is Key
Since rebranding, the application of the new "X" brand has been inconsistent. From the website to the app icons, and even in user communications, a lack of uniformity has been noticeable. Inconsistent branding can confuse customers, create a lack of trust, appear unprofessional, and dilute the brand message.
4. Search Engine Discoverability
A unique and distinctive name is crucial for search engine optimisation (SEO). "Twitter" was easily searchable and stood out in search engine results. The generic and ubiquitous nature of "X" poses challenges for SEO, making it harder for users to find the platform. It eventually made its way to the top of the Google search but it took a while to get there. I suspect a lot of work went into getting it there.
5. Customer-Centric Approach
Rebranding should be a carefully considered decision and not made on a whim. The user and customer should be at the heart of everything you do. Effective rebranding involves understanding and prioritising the needs and expectations of your audience, ensuring that changes resonate positively with them.
I would be lying if I said I was sad to see the wee blue bird go. It became an iconic social media icon, used all over the world replaced by a stark black and white X.
Overall, X has significantly dropped in value since its rebranding from Twitter. When Elon Musk acquired Twitter in October 2022, the company was valued at $44 billion. However, as of November 2023, Fidelity valued X at approximately $12.5 billion, marking a 72% decrease in value (GovTech).
What can we learn?
Lessons for Future Rebranding
Maintain Brand Equity: Leverage existing brand strength rather than starting from scratch.
Meaningful Names: Choose names that convey the essence of the brand.
Consistency: Ensure uniform application of the new brand across all touchpoints.
SEO Considerations: Opt for names that are unique and easily searchable.
Customer Focus: Always keep the user experience at the forefront of rebranding decisions.
Rebranding is not merely about changing a name or logo; it's about transforming the entire perception of the brand. By understanding the importance of these elements, companies can avoid the pitfalls of rebranding and successfully navigate the path to a refreshed brand identity.
#Branding #Rebranding #MarketingStrategy #BrandEquity #TwitterToX #ElonMusk #DigitalMarketing #SEO #BrandConsistency #CustomerFocus
Hi, I’m Rachel Dixon, I’m the designer and founder behind Two Five Eight Creative Studio. With over a decade of industry experience, I specialise in creating advertising with impact, bold brand identities and effective graphic design solutions. If you are looking for creativity to elevate your business above the competition, I'd love to chat.
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