Not just a snazzy new logo (can you see it?)
Holland and Barrett have rebranded - dropping serif for sans serif (shock horror). But there’s more to the modern, cleverly negative-spaced logo than first meets the eye.
Interestingly, while brand designers often make a lot of noise about standing out from the crowd, sometimes a rebrand actually moves you closer to your competitors.
H&B want a piece of the Boots pie, and the rebrand specifically targets their customers. So this is less about having a fancy new logo, as it is a statement of intent about positioning and future goals. Good!
In my opinion, there are three things we can learn about the art of rebranding from this case study…
🦎 Adaptability:
One key lesson from Holland & Barrett's rebranding efforts is the importance of adaptability and innovation. The company recognised that its brand had become "quite dusty" due to a consistent look and product range.
By entering the food-to-go market and introducing a new fresh and healthy range, the company is demonstrating its ability to adapt to changing consumer preferences and innovate its offerings.
You should consider a rebrand if you’re wanting to explore new markets, products, or services that align with current trends and your ideal customer needs.
🫶 Authenticity:
Holland & Barrett shifted its communication strategy to focus on authenticity and social issues. The "Me.No.Pause" campaign, for example, tackles taboos around menopause, and the brand expressed a commitment to addressing important topics and communicating with transparency.
If you’re considering a rebrand, it’s important to learn the art of authentic communication, engaging with social issues, and creating campaigns that resonate with consumers on a deeper level.
This approach can build positive sentiment, enhance brand perception, and foster stronger connections with the target audience.
🔬 Analysis:
Holland & Barrett acknowledged the need for more quantifiable ways to measure the effectiveness of its creative efforts.
The company recognised the importance of combining gut feeling (or emotion) with data-backed insights (facts) to understand how customers feel and react.
Brands planning a rebrand should prioritise data-driven decision-making processes, leveraging analytics to assess the impact of campaigns and overall brand perception.
This allows for more informed strategic decisions and helps in refining marketing strategies based on measurable results.
Rebranding is never just about getting a new logo - the new logo is the result of a change in strategy.
