Learn why your brand might be missing the mark with your target audience and discover how a strategic rebrand, like Burberry's, can attract the right customers.
In today’s fast-paced market, your brand identity can make or break your connection with customers. For small businesses and startups, a strong, relevant brand is critical to standing out, building loyalty, and attracting the right customers. But when a brand identity no longer aligns with your values or fails to resonate with your target audience, it’s time to consider a rebrand.
Even iconic brands like Burberry have had to revisit their branding strategy to maintain relevance. In 2018, Burberry underwent a major rebrand in an attempt to modernise its image and attract a younger audience. However, this rebrand didn’t fully achieve its goals, and in 2023, Burberry rebranded again—this time with a focus on reclaiming its heritage and refining its brand for long-term success.
Let’s explore Burberry’s rebranding journey and uncover the lessons it offers. Then, we’ll outline five signs that it may be time for your own brand refresh to attract the right customers and build a lasting brand identity.
Burberry’s Rebranding Journey: Lessons from 2018 to 2023
Burberry’s rebranding story highlights the importance of a strategic approach to brand identity, especially when a brand’s core values and customer base evolve over time.
The 2018 Rebrand: Modernisation That Missed the Mark
In 2018, Burberry collaborated with designer Riccardo Tisci and graphic designer Peter Saville to create a more minimalist, trend-focused look. The rebrand introduced a modern logo and a monogram pattern inspired by Burberry’s founder, Thomas Burberry, aiming to reposition the brand as a fashion-forward, high-end label for younger consumers.
However, the rebrand faced several challenges:
Loss of Heritage:
Burberry’s heritage, built on British tradition and timeless style, was overshadowed by the contemporary, trendy elements introduced in the rebrand. This shift risked alienating loyal customers who cherished Burberry’s classic British identity.
Lack of Connection with Core Audience:
While Burberry aimed to appeal to younger audiences, the trendy look lacked a deeper, emotional resonance. The rebrand came across as impersonal, with little to differentiate Burberry from other luxury brands.
Over-Emphasis on Trends:
The rebrand’s focus on minimalism and trendy aesthetics proved to be short-lived. While modern, the new look didn’t capture the enduring, iconic appeal that had defined Burberry’s brand for decades.
The 2023 Rebrand: A Return to Timeless British Heritage
Learning from the 2018 rebrand, Burberry approached its 2023 rebrand with a renewed focus on heritage and timelessness. This time, Burberry leaned into its British roots and iconic elements to create an identity that was both modern and historically authentic.
Key elements of the 2023 rebrand included:
Reviving the Heritage Logo:
Burberry reintroduced a classic serif logo, signalling a return to its traditional roots while maintaining a fresh, updated look. This move resonated deeply with loyal customers and reminded new audiences of Burberry’s British legacy.
The Equestrian Knight:
Burberry brought back its iconic Equestrian Knight logo, a longstanding symbol of honour, craftsmanship, and quality. This was updated with subtle refinements, blending history with a modern touch.
Focus on Timelessness Over Trends:
Instead of chasing short-lived trends, Burberry’s new brand identity emphasised timeless design elements that could endure for years, appealing to both loyal and new customers.
What Does Burberry’s Rebrand Mean for Independent Brands?
Burberry’s journey shows that even established brands sometimes miss the mark with rebranding efforts. For independent businesses, the lessons are clear: a rebrand should align with your brand’s core identity, connect with your target audience, and aim for long-term relevance.
Here are five signs it might be time to consider a rebrand for your own business.
01. Your Brand No Longer Reflects Your Vision or Values
As your business evolves, your values and vision may shift. If your brand identity no longer reflects who you are today, it’s time to update. Burberry’s 2023 rebrand refocused on its core heritage to restore its brand authenticity after the 2018 rebrand felt misaligned.
TIP: Update your brand identity to reflect your business’s current values and mission. New colours, refined typography, or messaging changes can help align your brand with your updated vision.
02. Your Visual Identity Looks Outdated
Design trends change rapidly. An outdated brand identity can make it challenging to connect with today’s style-savvy customers, especially in visually-driven industries like beauty, wellness, and retail. Burberry’s experience highlights the importance of balancing modernity with authenticity.
TIP: Small updates, like modernising your logo or adjusting your colour palette, can give your brand a fresh look without losing its essence.
03. You’re Targeting a New Audience
If your brand is expanding to reach a new market or demographic, your brand identity should reflect this shift. In 2023, Burberry’s return to heritage also helped appeal to a wider, cross-generational audience by balancing classic British elements with modern appeal.
TIP: Research your new audience’s values and preferences and adjust your design elements to connect with them. A minimalist, earthy palette might appeal to wellness customers, while a modern, vibrant style might work better for an urban café.
04. Your Brand Is Inconsistent Across Channels
Inconsistent branding across your website, social media, packaging, and other touchpoints can confuse your audience. A cohesive brand identity ensures that customers recognise and trust your business at every interaction.
TIP: Create a brand style guide that covers logo usage, colours, typography, and image styles to achieve a unified, professional look across channels. Consistency builds trust and makes your brand more recognisable.
05. You’re Not Attracting the Right Customers
If you’re attracting customers who don’t align with your business goals or values, it may be time to reconsider your brand identity. Burberry’s 2023 rebrand allowed the brand to reconnect with its core audience while appealing to younger consumers who appreciate its heritage and luxury appeal.
TIP: Define your ideal customer and tailor your brand’s visual style and messaging to speak directly to them. A barbershop might use bold, edgy typography, while a spa might opt for serene, organic designs.
Ready to Refresh Your Brand?
A rebrand can be a powerful way to realign your brand identity with your business goals, target audience, and values. Burberry’s story demonstrates that even established brands benefit from revisiting their identity to better connect with customers and adapt to change.
At Modus Creative, we help independent brands and startups reimagine their brand identities with thoughtful, cohesive design that tells your story and attracts your ideal customers. Whether you’re considering a rebrand or need a fresh start, we’re here to help you create a brand that resonates.
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