Here’s what QSRs should know before rebranding

The owner and founder of The Creative Method share his thoughts on brand refresh.

When we see the giant yellow ‘M’ sign we know it’s about McDonald’s. When we hear the words ‘finger lickin’ good’ we always think that’s KFC. Branding is a way for fast-food franchises to differentiate themselves from the competition and that’s what most international QSR brands have already mastered.

But what should brands know before embarking on a brand refresh?

“First and foremost, every brand has a story to tell. Step one is to find out, uncover, and develop that story. The second part is to create some unique ownable and distinctive assets that actually helped bring that story to life and tell that story,” Tony Ibbotson the Creative Director & Founder of The Creative Method said, in a quick chat during the QSR Media Asia Deliverect Conference & Awards 2023.

An example of a great rebrand Tony has seen is how KFC’s logo went from the full-coloured Colonel to the old-school black and white and the brush script font. Tony said this particular rebrand resonated with him because it felt like KFC was going back to its roots.

“Branding is about storytelling and KFC just went back to its original look and feel. For me, it felt nostalgic which made it more distinct and unique from other brands who have recently done a brand refresh,” Tony said.

Tony emphasized when it comes to branding, being distinctive is key.

“I think the biggest challenge is getting people to understand that in order to be really successful, you have to be distinct. That means doing something different which means being quite brave,” Tony said.