Put simply, consumers are engaging with brands differently in 2021. Brands are now held to a higher standard of transparency and accountability, which is shaping how brands across the globe have evolved in recent years.
In this blog post, we will explore how GoDaddy and Burger King have rebranded to account for the shift in consumer expectations. From brand transparency and human interaction, to representation and inclusivity, let’s talk about why these brands are so notable.
GoDaddy - Everyday Entrepreneurs.
GoDaddy launched its rebrand in early 2020, revealing its transformation from quirky to sleek. Lippincott Consulting Firm and Koto Design Agency partnered with GoDaddy’s internal marketing team to reassess the brand values, visual identity, and marketing strategy to align with the newest generation of consumers. Made famous for its mass-marketing domain names and web hosting, GoDaddy has evolved into a multifaceted organization that offers full-scale marketing solutions for ‘Everyday Entrepreneurs’.
GoDaddy’s rebrand is notable because of its intentional decision to connect with today’s consumers through customer engagement, authenticity, and human experiences.
From its original zany logo of a smiling head with green shades to its new sleek ‘GO’ icon and modern wordmark, GoDaddy’s brand evolution has been one for the books. The chief brand officer, Cameron Scott, says the new brand “...represents the entrepreneurial spirit. All of our customers have an idea, and they all have initiative. We are there to say, ‘We’re here with you for your first step. And we’ve got your back every step of the way.’”
The visual identity incorporates flat design and uplifting messaging, steering clear from sales pitches and cartoon images. The letters ‘G’ and ‘O’ of the icon intertwine to resemble the shape of a heart, evoking a sense of emotion and connection. Simplifying the brand and streamlining the user experience creates a more iconic appearance and allows business owners to focus on what they do best.
Customer Engagement & Authenticity
In 2021, “organizations should view themselves as human entities that mirror - and support - the values of those they are built to serve”. GoDaddy has taken a clear stance on putting customers at the center of their brand and is dedicated to telling authentic stories. It is using its platform to amplify customer success stories, customer businesses, and user experiences to reinforce the entrepreneurial spirit of GoDaddy.
GoDaddy is shining the spotlight on their ‘Everyday Entrepreneurs’ via marketing campaigns, website content, and social media, which is exactly what today’s consumer is expecting from brands. In a recent study, “90% of millennials say authenticity is important in branding, noting they prefer ‘real and organic’ companies over those that are ‘perfect and packaged’”. 2021 consumers are craving transparency from brands and GoDaddy has responded with their humanistic and storytelling approach.
When it comes to customer engagement, it’s a two-way street. The more brands engage with customers, the more customers want to “participate as…collaborators and innovators.” GoDaddy’s new marketing strategy has created an endless bank of content that perpetuates the brand’s entrepreneurial spirit while motivating customers to participate in sharing their experiences.
With the rise of AI (artificial intelligence) integration aimed to streamline user experiences and maximize efficiency for companies, users are missing the human interaction element, especially in a time of lockdowns. In 2021, “if you want [customers] to do business with you, you must humanize your brand”, and GoDaddy is doing exactly that. It has done a great job of humanizing its support center by marketing its ‘GoDaddy Guides’ as real people, with faces and names. Paired with casual and approachable language, GoDaddy Guides are focused on making support accessible and familiar.
Burger King - Have It Your Way.
Burger King launched its first global rebrand this January 2021 after more than 20 years. Jones Knowles Ritchie (JKR) was responsible for shifting the brand from artificial and synthetic to “real, craveable, and tasty”. Burger King’s rebrand is notable because of its sense of nostalgia, relatability, and representation. In 2021, shoppers have higher expectations for brands and Burger King is an example of what consumers are looking for.
Similar to GoDaddy, Burger King’s rebrand takes a flat design approach that balances hyper-textured photography with fun illustrations that tell memorable stories. The brand has been refined to embody confidence, simplicity, and playfulness while putting food at the forefront. The bold typography emphasizes the natural shapes of food and the warm colour palette reflects the freshness of its ingredients.
Relatable & Current
2021 shoppers are expecting brands to offer more than a product, they want brands that evoke emotion, foster community, and react to real-time events. In a recent study, it was found that consumers “like brands that are funny (72%), trendy (43%), politically correct (39%), and snarky (33%)” - attributes that consumers can relate to. Burger King does a great job of tapping into emotions and staying on top of pop culture trends. Whether on Instagram or Twitter, Burger King consistently reacts to events in real-time and proves to consumers that it can carry on a conversation with a dash of personality.
If a brand is able to evoke nostalgia, it appears less robotic and more relatable. It has been noted that “28% of the most successful businesses have pop culture featured somewhere in their marketing campaign”. Another brand that is also known for its quick and creative reactions to pop culture events is JAJA Tequila. From its branded Nike shoes, in response to the Lil Nas x Satan controversy, to the Vogue Challenge, JAJA Tequila is one of the most relatable brands out there right now.
Representation & Exclusivity
People are looking for strong brands that align with their personal values and are expected to show what they stand for. The Burger King rebrand was guided by the value of representation and inclusivity. The brand must accurately represent its employees and customers in regard to gender, ethnicity, and body shapes. Real Burger King crew members are featured in the new uniforms, photography incorporates a variety of different hands engaging with menu items, and the new vector-based illustrations are consciously inclusive.
Brands in 2021 are held to a new level of brand inclusivity as "70% of millennials will choose inclusive and diverse brands over those that are not.” Other examples of brands that are making a strong stand for representation and inclusivity are Dove, ThirdLove, and Fenty Beauty.
Just as consumers expect brands to live and breathe as these complex entities, brands must also shift their perception of consumers in 2021 to account for their desire to be social, represented, and change-makers. Shoppers are no longer purchasing a product, they are engaging and investing in an experience that reflects their own values.
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About the Author:
Julie is our driving creative force at Blue Door. As our Senior in-house graphic designer, Julie is responsible for managing all design projects, developing rich content marketing strategies, creative direction, design execution, and implementing organizational processes.