Following years of media scrutiny and increased legislative attention, Facebook announced last week that it will now be called Meta. The company claims this will help it more closely align with what it does as it reaches into areas like virtual reality.
From a marketing lens there are two top-of-mind considerations stemming from Facebook’s rebrand to Meta:
- How is Facebook’s communications team doing?
- Why should a company rebrand, and what does it mean from a marketing standpoint?
In this #ContentChat, we explore what marketers need to know about company rebrands. Read the full recap below, where we explain the common reasons that companies rebrand, what marketing teams should do during a company rebrand, and more.
Q1: Why do companies rebrand? What are some common scenarios that lead to a rebrand?
Companies can undergo a range of rebrands, spanning from light changes to the brand’s visual identity to a full-blown overhaul of the company’s purpose and naming.
A1a: There are so many reasons that companies rebrand. Frequently, when a new marketing leader comes onboard they kick off a visual refresh or overhaul in their first few months. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 1, 2021
Company rebrands happen for a variety of reasons, including a change in team leadership, if the brand has become outdated, or following a merger or acquisition, or to distance the brand from negative press (just to name a few).
A1b: Brands often take a step further to rename themselves when the old name feels outdated (see company names with the word “online” in them), or they’ve changed focus through mergers and acquisitions, like Google rebranding its parent company. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 1, 2021
A1 At my last employer, we rebranded because the company was moving from academic-oriented consulting company to a data-based technology company. We needed a name/branding to reflect that new positioning. #contentchat
— Martin Lieberman (@martinlieberman) November 1, 2021
A1: So many reasons! Sometimes, it’s to overcome a PR disaster and to try to disassociate from bad press. Often it’s because the brand’s name, focus or value prop has changed. #ContentChat
— Melanie Graham (@WriterGirlMel) November 1, 2021
A1 When a company is purchased by another there can frequently be a rebrand that comes soon after, especially if there was mismanagement of the company previously
It can be the new management making a statement that they’re different, etc
-Alyx#ContentChat— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) November 1, 2021
If it was a merger of equals, a rebrand can also make sense so neither party feels like they are seen as the lesser brand. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 1, 2021
A1 If they’re expanding their product or service line is one of the more common reasons I suppose. #contentchat
— Nate (Formerly known as the Jazzy Goat🎷🐐) (@UncensoredNate) November 1, 2021
In the case of Facebook/Meta, the rebrand is intended to reflect larger company goals. However, ‘Meta’ is already a broadly used term and will likely create new challenges for the brand’s marketing team.
A1c: In the case of Facebook, it seems to be that they are trying to distance the company from the slew of bad press the Facebook platform has raked in over the past few years, and to reflect larger goals. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 1, 2021
A1d: However, in going with a company name that is already a broadly used existing word, “meta”, they are likely to have a whole different set of brand association and confusion issues. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 1, 2021