Table of Contents
1. The Twitter rebranding journey
2. What our research found
3. Conclusion
Remember when Elon Musk shook things up by rebranding Twitter to “X” on July 23, 2023? The idea was to give the platform a fresh start and reassure the stakeholders after an acquisition. But the rebrand didn’t go as smoothly as hoped. Users and brands pushed back, leaving many wondering if the change was worth it.
The Twitter rebranding journey
Elon Musk’s decision to rebrand Twitter to “X” aimed to mark a new era for the ever so popular social media platform. The iconic blue bird logo was replaced, and the name “Twitter” was removed from all of the official channels. Despite these changes, the transition faced significant resistance from the public and brands, highlighting the challenges of rebranding a well-established, and familiar name.
What our research found
To mark the one-year anniversary of Twitter’s rebranding to “X,” we’ve analyzed 14,530 marketing emails sent by various brands. We wanted to see how businesses are dealing with the new branding, and the results were quite telling:
- Global stubbornness: A whopping 89% of brands around the world still call it “Twitter.” It seems “X” isn’t catching on as hoped
- Regional differences: The degree of resistance varies depending on where you look:
- Italy and Spain: These countries are leading the charge against the rebrand, with 95% and 94% of businesses respectively, still using “Twitter”
- Sweden and Japan: These countries are more adaptable but still see 78% (Sweden) and 82% (Japan) of businesses sticking with “Twitter”
- Anglosphere: Reflecting the global trend, 89% of American businesses are holding on to “Twitter.” The UK shows similar resistance at 89%, Canada at 90%, and Australia at 85%
“The name change was likely a result of Elon Musk’s efforts to reinstate confidence among shareholders following a chaotic acquisition,” shared Pija Ona Indriunaite, Brand Manager at Omnisend. “However, the fact that even businesses, which tend to be more precise communicators, still call it ‘Twitter’ shows that public acceptance of the rebrand is taking much longer than anticipated.”
Tips for brands considering a rebrand
Twitter’s shift to “X” offers essential lessons for brands thinking about a rebrand. Here are some key takeaways:
Know your brand’s identity
Before making any big changes, understand the strong connections your brand has with its audience. Twitter’s vernacular, like “tweet” and “retweet,” is a prime example of this. Be sure to recognize what makes your brand unique and consider how changes might impact these aspects.
Keep it consistent
Building brand recognition and trust takes time. Sudden changes can throw people off, so weigh the risks and benefits carefully. Consistency in communication (especially messaging) and visuals helps maintain trust and avoid confusion.
Communicate clearly
Make sure any rebranding efforts are communicated clearly and consistently. This helps your audience adjust and reduces confusion. Use various channels to explain why you’re rebranding and what it would mean for them.
Test the waters
Do your homework with thorough market research and consider pilot testing changes before a full rollout. This can help you avoid major missteps. Gather feedback from your audience to tweak the rebrand before it goes live.
Be patient
Remember, users need time to get used to rebranding. It’s a long-term project, and familiarity with the new brand will grow over time. Be patient and give your audience time to adapt to the new identity.
Conclusion
The findings from the research, which analyzed 14,530 marketing emails sent between January 1st and July 12th, 2024, highlight the complexities and challenges of rebranding a well-known platform like Twitter. Even with the effort to switch to “X,” the persistence of the name “Twitter” in global brand communications employs the importance of understanding brand identity, maintaining consistency, and effectively communicating changes.
By learning from this case study, your business can better navigate the complexities of rebranding and improve your brand’s evolution. Twitter’s rebranding journey serves as a reminder that major changes to a company’s brand must be approached with careful planning, clear communication, and patience to achieve long-term success.
Source from Omnisend
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