GMTVs rebrand to 'Daybreak' using Facebook Colours - Why Rebranding is a Bad Idea

Did anyone else notice that the new GMTV, 'Daybreak' used the same font and colours as Facebook in its logo? It's an obvious attempt to take a share of Facebook's popularity but will it work? Rebranding is a dangerous game that can either breathe new life and interest into a business, or cause its current following to disembark 

It may seem a little harsh to say that GMTV has rebranded, when it has a new set, new name and new presenters, but some of the same faces are still there and it's the same slot; so in all intents and purposes it's just a change of name and format. An extreme rebrand. Time will tell if this will work and they will achieve their goal to jump ahead of BBC breakfast. It's interesting that all the BBC do is talk about news and they're ahead of the ratings! Maybe all the extra trimmings are a waste of cash!

Just like every other, your brand as a B&B is critical to the success of your business. When thinking about your brand take a step back and think how you personally choose to buy products. Do you choose a brand of coffee because you like the image it purveys? Then pretend you don't own your B&B. Would the B&B brand identify with you? Would you stay there because you liked the image? Does it look fresh and contemporary? Ask a selection of others if they like your logo. You may be taken aback by their honesty!

It does seem like lots of B&Bs don't seem to put a lot of value in their brand and update it very often. I understand why as your business is about providing a good service that people will come back for. Not necessarily about catching convenience customers. However your brand image is the first thing a new potential guest will see and if it doesn't appeal to them, they're just a second away from the back button. 

Rebranding can be an expensive business. Many companies have found it can go very, very wrong. Remember the Post Office's rebrand to Consignia? WHOOPS!! 

Leaflets, signs, websites, business cards; deciding on a rebrand is not something one should do lightly. The cost can far outweigh the benefits and if the brand chosen doesn't identify with the audience, then it could be a costly change back!

It's hard to put your finger on why some brands become popular. Some just have the 'x-factor' that others don't.

The thing to do is slowly evolve a new image, rather than do a GMTV style, all-eggs-in-one basket revamp. This is only possible to do economically if you have access to your logo and website etc. In today's world of ever-changing media, no one should be holding your marketing materials hostage. Make sure you have control, NOT a designer who is too busy to do anything for six weeks. 

Have a look at where most of your traffic comes from. If it's the website, have a look at the font on your name. Have a play around with other fonts and perhaps make a small change. Make it bolder, or add a 3D look (bevel and emboss). Just something small that perhaps makes it look a bit more contemporary.

Do the company colours still convey what you want them to? Perhaps a suttle change of shade. 

Small changes to key areas once every six months will help keep things fresh and put across the image that you do move with the times as far as design is concerned. Have a look at a leading company website that you consider to be ahead of the game and borrow a little something from them. 

If you are happy and others are, then change leaflets. Little by little evolve your marketing materials and brand, so that if you do change the website and the leaflet has a slightly different font it won't become an issue.

After all if Daybreak is a turkey then what will ITV do? Bring back Chris Evans and The Big Breakfast? I wish...

 

 

No trousers.

Hilarious.