Want to learn one more arts marketing lesson from the WWE? Then let's explore the idea of rebranding. Let's start by defining our terms.
A brand is a promise.
There are obviously a lot of ways to represent a brand i.e. a logo, a tagline, etc. but at the core a company or person with a strong brand promises something and then delivers on that promise.
So the only reason to ever rebrand is because you are in, some way, changing the nature of your promise.
When you think about it that way you realize that a lot of so called rebranding campaigns are a waste of time and money. They are a waste because nothing fundamental about the organization or person has changed.
You make the changes, then you rebrand. Not the other way around.
So what can the WWE teach us about that process? Here are two lessons.
1. Rebrand often - The WWE has rebranded at least four times in the past 30 times or so. As I discussed in my post earlier this week that effort was often built around drawing new audiences. But I think it's noteworthy that a live entertainment organization felt comfortable changing up the look, feel and programming so many times.
Consider what would happen if an organization committed, in advance, to a rebranding (and all the changes therein) once every seven years.
What would happen if a person updated their personal brand once every 3 years?
My point is that you shouldn't treat your brand as sacred. It can be touched. It should be touched. It must evolve.
2. Name your branding - When the WWE changed things they did the obvious stuff. They redesigned the color schemes. They altered the logo a bit. But they also used a powerful marketing tactic: naming.
The 80's were the era of Hulkamania.
The early 90's meant the rise of the New Power Generation.
The late 90's and early 2000's were the Attitude Era
And now the WWE is talking about the WWE Universe, which reflects the global nature of the brand and their commitment to social media.
Those names become powerful signals that change is happening and it welcomes people to be a a part of it.