If you remember a specific car company that went through a major overhaul last year, you certainly remember what the reception was like.
In case you didn’t, here are some of the comments people left on social media:
“Congratulations… You’ve killed a British icon.”
“Worst rebranding and repositioning of the decade”
“Latest luxury brand to succumb to Sans Serif invasion”
“That’s the type of font you’d find on a yogurt container.”
“Bro it looks like a shampoo brand now.”
That last one had me 😆
If you haven’t figured it out by now, the brand being roasted is Jaguar.
A company known for building some iconic cars of the previous generation, including the XJ220, which is a personal favorite.
People associate the brand with nostalgia and performance, but what they got with this rebrand was confusion. They couldn’t relate to the brand they loved. It was chaos all over the feed.
Now…
I don’t want that to happen to your brand.
In fact, one of the first things you do in the Brand Engine course is a brand audit.
You see…
Before we tear apart everything, we need to understand where you stand. Not every brand needs a major overhaul. You may have nailed a few things already, and we don’t want to change that.
What I do want to change is what requires attention and that’s where the audit comes in.
We touch up on the 5 key issues a brand faces so that
People know you exist
People care about your brand
People go beyond and recommend you to others
And not the brutality we saw after Jaguar’s rebrand.
This will be the foundation of your brand as we work together over 21 days. Once you’re in, we can focus on identifying your biggest issue
— Shashank