Know-How Exchange : Branding

"more compliant with our company standard" does not sound customer-driven. It's not about your company picture. In fact, given what your customers have requested, this rebrand would be like a slap to the face.

Your concern is well-founded. I've been in many meetings with clients who have a similar dilemma.

The best answer most/all of the time is to come up with some functional improvement, however small, and focus the packaging and promotion around that improvement, not the packaging. Even something like eco-friendly packaging can be a reason to change graphics. (It depends on the product/category and competitive environment, of course.)

And if customers are already telling you that they "want to see more innovation" that should be the priority. Perhaps getting input from an outside consultant will help you identify attractive improvements that can be implemented. (We've even bundled small improvements with a packaging change and a price increase for a profitable relaunch.)

And illustrated graphics in the directions for use (on a package) can actually create a perception of "easier to use" and serve as a legitimate product improvement if all else fails. (Needs some research results as support, but may not be that difficult.)

Finally, don't be in too much of a hurry to "re-brand." "Fresher and newer" may not be worth as much to your customers as you think. Chances are your loyal customers will keep buying the product without refreshed graphics. And your desire for compliance with company standards will be just as valid in a year or two when you have a real product improvement to introduce.

In general with rebrands of existing products, it is a trade off between old brand value versus what you can get with the new. The old value is made up of the people who look for the product as is. When you change, they may not like the change, may not recognize the product on the shelf, etc., which would cause reduced sales. But a new product may stand out t someone who passed it before, bringing new sales. So you want to minimize the lost sales and maximize the new sales (or at least get more new sales than lost old sales).

The fact that you know that people want innovation is a plus. Does mean that they are looking for improvements. But changing the brand may not be what they want.

I second what Mgoodman said - do the branding change when you also have some sort of other improvement.