Rebranding is a risky move, especially for an iconic brand like Dunkin’ Donuts. In September 2018, Dunkin’ Donuts announced that it would drop half of its name and shift focus. Starting in January 2019, all ads, packages, signage, and social media accounts would use just Dunkin’. For a brand that’s been around for 68 years, this could be either a brilliant move or a major misstep.

Uncertainty Abounds: A Bold Move for Dunkin’

Dunkin’ Donuts, once known for its tagline “Time to make the donuts,” recognized it needed to keep things fresh to stay competitive. While Dunkin’ will retain its colors and typeface, and continue to serve donuts, the shift seems to emphasize the beverage market more than pastries. In this rebranding, Dunkin’ aims to modernize its customer experience and reposition itself in a new light.

Company executives maintain that the name change isn’t a big deal, citing their long-established “America Runs on Dunkin’” campaign, which never even mentioned “Donuts.”

However, others question the decision. Consumers took to social media to voice their concerns. Marketing consultant Laura Ries argued that dropping “Donuts” could hurt the brand’s identity and differentiate Dunkin’ from other coffee competitors like Starbucks and McDonald’s.

The Risks of Rebranding: What Dunkin’ Can Learn

Dunkin’s rebranding decision brings to mind other companies that have gone through similar changes, like KFC and Dairy Queen (DQ). Ries points out that younger consumers may not connect “Dunkin’” to its original product, just as they don’t associate KFC with Kentucky Fried Chicken.

She also highlighted that “Donuts” in the name could have been a benefit in international markets, where brand recognition is key. In overseas markets, where people might not know Dunkin’, “Donuts” could trigger a quicker emotional connection and brand recall.

Ries draws parallels with KFC’s rebrand, which in 2016 had to combat an online rumor that they weren’t serving real chicken anymore. Despite the company’s rebrand being focused on removing “fried” for health-conscious consumers, they still faced challenges due to the name change. It shows how even well-known brands can struggle with significant rebranding decisions.

Rebranding Is a Big Deal

Rebranding is not a decision to be taken lightly. Companies must weigh both the benefits and potential drawbacks. A successful rebrand requires careful planning, strategy, and research. As The Street noted, Dunkin’ Donuts’ rebranding was carefully thought out, with executives ensuring the change reflected their deep understanding of customer needs and expectations. Their decision to streamline the name was seen as a response to the speed at which consumers are purchasing goods, especially in the digital age.

Tony Weisman, the chief marketing officer for Dunkin’, stressed that shortening the name to “Dunkin’” would create “an incredible new energy for Dunkin’, both in and outside our stores.”

Before making the permanent switch, Dunkin’ tested the waters by rolling out the new concept in 50 stores on the East Coast, without committing to a permanent name change right away. Additionally, a “store of the future” concept was introduced in New York City to gauge customer reactions.

Taking Steps to Rebrand: What You Can Learn from Dunkin’

Whether your company is considering a full rebrand or just a minor update, it’s important to approach the process strategically. Here are some steps to consider:

1. Understand Why You Need a Rebrand

Before rebranding, clarify the reasons behind the decision. Is it to reflect a shift in your target audience or a change in your product offerings? Identify the core goals of your rebranding effort.

2. Do Your Research

A successful rebrand requires understanding your customers, competitors, and industry trends. Perform market research to ensure that your new identity will resonate with your audience.

3. Put Together a Plan

Rebranding should be strategic and deliberate. Ensure you have a clear plan for implementing your new identity, including everything from logo changes to messaging adjustments.

Getting Help with Your Rebrand

Rebranding can be a daunting process, but with the right strategy, it can rejuvenate your business. At T.E. Digital, we specialize in branding and rebranding strategies that can help you stay relevant and competitive. Our team will guide you through the entire process, ensuring a seamless transition that resonates with your customers.

Contact us today to discuss how we can help you create a fresh brand identity and strategy.