Facebook has had its fair share of crises in its relatively short and troubled tenure – the most recent being revelations from whistleblower, Frances Haugen, about the company’s algorithm increasing divisiveness on the platform, as well as insider knowledge about Instagram being harmful to mental health. And yet, at the start of the year, we heard about the company’s rebrand to Meta with a renewed focus away from social media and toward what is known as the metaverse (check out our previous post on the metaverse to find out more).
While it seems perfectly feasible for Facebook to rebrand – as businesses typically rebrand every seven to 10 years (Firefly included!), Facebook sceptics might think that the ‘Meta’ rebrand is merely an aesthetic exercise in an attempt to cover up a string of wrongdoings. Rebranding to Meta to align with future goals and visions of the metaverse does make sense – a company setting out a new vision, new goals and a rebrand to align to those goals is the natural next move. But in the case of Facebook (and many other rebrands, which I’ll come onto), it can also be a reputation reshaping exercise, which brings me to the question, is a rebrand enough to save a reputation?
Moving with the times – why companies rebrand
Facebook isn’t the first, nor will it be the last company to rebrand, especially after a spout of bad publicity. In fact, many brands will do a complete overhaul throughout their time – in a lot of cases, it’s how big brands have kept going for so long. When McDonalds chose to completely revamp its restaurants from the playful, Ronald McDonald kids culture to the more sophisticated, café-like culture of today, it was simultaneously going through a major crisis. The documentary “Super Size Me” exposed various health concerns around McDonalds food, prompting a drop in profits and leaving a bad taste in the mouth (no pun intended) for consumers.
Elsewhere, the Gillette 2019 advert which announced the brand’s new slogan and made references to #MeToo and toxic masculinity conversations split opinions across the public. Some deemed the change a fresh look from the 30-year old tagline, while others decided to boycott the brand, claiming it as “feminist propaganda” and “emasculating men”. The brand rode the wave, defending the campaign and stuck to its new ways despite the outrage.
Besides moving with the times, a rebrand might also be spurred on by a new CEO or exec team, there may have been a recent merger or acquisition, or perhaps the company is ready to go global and needs to rebrand to be able to reach that global audience. Whatever reason a company chooses to rebrand, it can reap many reputational rewards, but also faces multiple risks if not done right.
Don’t just be a pretty face
Saving a damaged reputation needs to be carefully considered. Simply changing the face of your brand alone won’t cut it, the audience will be able to see straight through the cosmetic changes, so remember to also work on real change inside the company too.
Here are few pointers to consider if you’re thinking about rebranding and reshaping your reputation:
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