GoDaddy. The do’s and don'ts of a rebrand
Maybe it’s just me, but when I think of GoDaddy, the first thing that pops into my head is their old logo - that linework cartoon that vaguely resembles a less cool version of Will Smith in The Fresh Prince of Bel Air.
That thought is usually closely followed by, “How did they come up with that name?” and more importantly, “Why in tarnation did they choose to stick with it?!”
The story goes that a group of employees were brainstorming new company names. Apparently someone blurted out, "How about Big Daddy?" Much to the team’s dismay, the domain name had already been purchased. "Well, how about Go Daddy?" The team agreed, the domain was available, and the rest is history.
Fast forward to today and GoDaddy has 14 offices across the world, over 19 million users, and has registered over 78 million domain names. Most importantly - they’ve rebranded (again), and who are we kidding? That’s what we really care about!
GoDaddy logo evolution between 1997 and 2018
GoDaddy’s 2020 rebrand
The response to the new rebrand has been varied, to put it mildly.
Dami Lee describes the new logo as, “a generic, sans-serif type accompanied by a heart shape that looks like an upside-down version of the Airbnb logo”. Georgia Coggan, on the other hand, is just relieved that GoDaddy has finally replaced “that creepy ginger chap”!
However, my favourite interpretation of the logo by far (mainly because it’s just so elaborate) comes from Aman Bhutani, GoDaddy’s CEO. He sees the logo as, “a young girl who’s a little bit of a bandit—with a ponytail and a patch over her eye—who wants to grow up and be somebody.”
Okay…
So, your company might not be quite as big as GoDaddy, and maybe you won’t have thousands of internet users critiquing you, but if you’re going to rebrand, you may as well know what you should and shouldn’t do!
How to rebrand. A list of 13 do’s and don'ts
Whether you want to breathe new life into an outdated identity, reach a new audience, or even outgrow a poor reputation, there are some standard DO’s and DON’Ts to follow. Let’s dive in.
1. Do you need to rebrand?
DO: Rebrand for the rights reasons. A rebrand takes a ton of energy, time, and resources, so it’s a decision that shouldn’t be taken lightly. Make sure the juice is worth the squeeze.
DON’T: Rebrand just for the sake of it... especially not if you’re simply tired of your logo and feel like a change. Customers see steady brands as reliable and stable. Don’t compromise your brand’s rep unless you need to.
Failed rebrand attempt by Gap in 2010
If it ain’t broke, don’t fix it! Gap learnt this lesson the hard way. In 2010 they launched a new logo. It was so despised by the public that after only 6 days, the company switched back to their old logo!
2. Support from the big wigs
DO: Make sure the C-suite has your back. Executives can provide invaluable business insights, making it easier for you to make smart rebrand decisions. Having them on your side is also likely to make the rebrand process much less rocky.
DON’T: Isolate the rebrand to the marketing department. Keeping an open line of communication with management means you can adjust your approach based on feedback from the big wigs. This increases the chance that everyone will support the rebrand when you present it.
3. What’s your rebrand budget?
DO: Have a set rebranding budget. This allows you to determine the possible scale and scope of the rebrand. For example, do you just make some tweaks here and there? Or do you go all-in with the whole shebang?
DON’T: Underestimate the budget required. A rebrand is not a simple undertaking and an inadequate budget will lead to an inadequate job. For best results, determine your budget from the beginning, and plan out a methodical approach based on what you’ve got to spend.
4. Build a brand team
DO: Build a dedicated brand team. Try to include key people from a variety of departments, and allow a number of employees to add their thumbprint to the effort (this makes it more likely that they’ll adopt the new strategy!)
If you don’t have a professional design team in-house, find one! Make sure they understand your business so they can align the rebrand strategy with your goals.
DON’T: Build a team without defined roles. Everyone must know what they’re responsible for, and who has the final say. Yes, the process is collaborative, but if everyone’s ideas are weighed equally, the rebrand could quickly turn into a pile of compromises. Someone needs the deciding vote.
5. Scrutinise the competition
DO: Inspect every part of your competitors’ branding - from their logo design and website, to details such as how they sign off their support emails. Try to identify what they got right, where they went wrong, and how to avoid making the same mistakes.
DON’T: Blindly follow the crowd. Pinpoint what differentiates you from the competition and make sure this is an important part of your brand messaging.
6. Your current brand
DO: Analyse your current brand to figure out what’s working and what’s not. Instead of throwing the baby out with the bathwater, hold onto the successful elements and reimagine them to suit the rebrand.
DON’T: Make your brand unrecognisable. Even if you do a complete overhaul of your identity, it’s a good idea to keep something from the original, whether it be an identifiable colour, icon, or font. This helps to make the rebrand feel more connected.
7. Know your customers
DO: Build a brand that resonates with your customers. Although a rebrand is about identifying who you are and communicating that effectively, it’s important to remember who you’re speaking to. Focus on building a brand that appeals to your customers.
DON’T: Try to appeal to everyone - it’s not possible! You might just end up appealing to no one.
BP’s 2000 rebrand was met with harsh criticism from environmental groups
8. Brand personality
DO: Find the heart of your brand. This is who your brand is at its core, why you exist, and what truly makes you unique. Once you’ve identified your brand’s heart and personality, make sure it informs every part of the rebrand.
DON’T: Build an inauthentic brand. Your customers will see right through it.
BP learnt this lesson the hard way. In 2000 they rebranded as a more environmentally responsible company. Only problem is, they weren’t. Not even a little bit! Needless to say, the public saw right through it.
9. Brand messaging
DO: Find your brand voice. Your brand messaging forms parts of just about every aspect of your brand, and even the smallest detail can make an impact. Analyse the wording used across your branding to make sure it’s consistent, cohesive and aligned to the heart of your brand.
Check out Mailchimp’s Content Style Guide for inspiration.
DON’T: Dive into the eye candy before you’ve got your brand messaging down. Your brand voice should inform your visual identity, not the other way around.
10. Visual identity
DO: Rebrand more than just your logo. A true rebrand is about reshaping your entire visual identity. A few items to consider include your brand colours, font choice, photography, video, illustration, icons etc.
Need some inspiration? Take a look at Inspiration Grid for an assortment of beautiful branding projects.
DON’T: Build a brand with no staying power. Try to future-proof your identity so it doesn’t feel out of date tomorrow. Instead of blindly following a trend, rely on classic design principles that enable your brand to grow into the future.
11. Brand guidelines
DO: Create an easy-to-follow brand guide. After putting so much work into the rebrand, you’ve got to make sure that the new brand is applied correctly. Empower your team by presenting the brand guidelines in a nice, neat, easy-to-follow document.
DON’T: Leave everyone to their own devices. Without a clear brand guide, you’ll end up with inconsistent elements, and incorrectly applied brand assets. In short, it’ll be a hot mess!
12. Launching your rebrand
DO: Do a “soft launch” before the public launch. Launching the rebrand internally and with a handful of existing customers is a great way to identify issues and work out any kinks.
Completing a rebrand is one thing; releasing it into the wild is another! Allow yourself at least 4-6 weeks to make sure everyone is well trained and fully up to speed before the public launch.
Whether you’ll simply be sending out a few email campaigns, or throwing an extravagant launch party, what’s most important is that the public knows about the rebrand. This will take a fair amount of work across a number of different channels, so don’t lose steam now!
DON’T: Get attached to the new brand before trying it out on your customers. No matter how exquisite your logo is, or how beautiful your branding looks, if it doesn’t connect with your customers, it won’t help you achieve your goals.
13. Tracking rebrand results
DO: Monitor the results of the rebrand. Has it helped to increase sales, earn new customers, or change corporate culture? Track the metrics that make sense for your business, share the findings with your team, and decide whether you need to make adjustments, or if it’s simply time to crack open the champagne!!
DON’T: Be heartbroken if the rebrand didn’t have the expected results. Try to see it as an opportunity to learn and adjust. Your brand is a complex creature that needs frequent TLC. Remember, keep it agile and improve as you go. Monitor. Learn. Adjust.
Your turn
A true rebrand is more than just a fresh lick of paint. It’s about what your business has come to stand for, who you want to become, and how you want the world to see you. More importantly, it’s about re-establishing your brand promise, and how you plan to deliver on that promise (it’s cheesy, but it’s true!)
Ok, so you’ve got a list of do’s to follow, and don’ts to avoid. You can take a look through GoDaddy’s brand page if you need some more inspiration. After that, it’s up to you.
Go forth and rebrand!