Rebranding is not all about changing name, design or logos. Activities must target the emotional ass

Over the past few weeks, we all have seen a lot of things on Facebook’s rebranding. A majority of the posts talk about the lack of originality in the logo or the confusion caused by using a name that already exists in the corporate world.

· Meta shares jump on name-change news — but it's a Canadian materials company, not Facebook

· Meta - Augmented Reality Products

· Meta Digital Consulting

· Meta Digital business solutions

But the one article that stood out for me was the CTV news article that states that the Facebook rebrand won't hide it from crisis and that Facebook needs to go deeper into what they stand for and their values.

All this brings me back to the fact that rebranding is more than just a logo or a name change. As for the logo change, it needs to be unique and recognizable, it is only part of a brands’ identity, it's the quick visual cue that reminds consumers of who you are what the brand stands for.

Perhaps Facebook (or Meta) did all this but did they take a deep look into what they mean to their user and did they address the issues they are facing, only time will tell.

Years ago, only a few marketing-oriented leaders focused on purpose-led branding, stayed ahead of the curve. Today, the industry has understood the virtue of purpose conceptually, and it is leveraging them like never before to express their brand in articulated and unique ways. The ‘why’ has always been significantly relevant – why does a brand market? Why does it do what it does?

In the digital landscape, from a branding agency’s perspective, the importance of purpose is such that it is talked about aggressively now. An element that was once far from an acknowledgment of any sort is now the only game-changing digital marketing element. It is imperative to note that this fundamentally powerful element is not only boosting branding efforts but the overall business strategies. It is focused on improving the backbone of innovation and distinctiveness, which attracts strong brand perception in the consumer minds.

Purpose-led branding is acknowledged by branding agencies as it prioritizes and delivers a clear, conscious, and unequivocal base for other business functions. Consumers are demanding authenticity, value, and relevancy from brands, and those who can connect everything with purpose and clarity can achieve improved outcomes. To outsize performance, brands and agencies need to align relevancy and clarity in their business and branding strategies.

With a defined purpose, the brand management theory eliminates all wasteful, unworkable strategies of the past. It doesn’t only drive better outcomes in business operations, but also boosts the branding and marketing ecosystem, ensuring only the right customers are connected to and converted. Brands can eliminate all that is redundant and create promising, right products and services. In addition, it serves as a competitive advantage in terms of customer collaboration and cooperation. Brands need to be customer-centric not just by anticipating customer needs but by collaborating with customers to create solution-based products and services, which is led by a purpose-driven strategy.

It is also important that brands and logo design services in Texas follow a purpose-led marketing strategy to make positive impacts on not only consumers but other brands concurrently. It is critical for agencies, on the other hand, to think beyond why and focus on what. It must be addressed that prosperity and consistency should be in everything a brand or agency does to be able to continue standing in the digital space. When wanting to work with a brand agency, the need to see what it creates uses and delivers holds value.