When the world's largest company rebrands itself, the world notices. I had already noticed the change in the
Walmart logo, the face of the company. Its strong, blocky navy blue type has been replaced with a more approachable type in a friendly lighter blue. Instead of a blue 5-pointed star, it's now a 6-petaled yellow/orange asterisk flower. The tagline has changed to match this softer, friendlier direction as well -- instead of just providing "Always Low Prices," the new Walmart promises to help its customers "Save money. Live better." How nice.
A logo and tagline are often mistakenly thought to be the most important part of a brand. Sometimes people think a logo and tagline ARE the brand. But without fulfilling that promise made by the new position as indicated by the logo and tagline, the new 'brand' falls flat. You have to live it, bring it to life, make good on your promise.
I actually visited a rebranded Walmart this past weekend. Driving up to it, it's hard not to get drawn in by the warmer brown and terracotta brick and that soft new logo. Walk inside and be welcomed by a bright and open Walmart. Gone are the inconvenient, narrow aisles and the intimidating shelves stocked high as the ceiling. They've been replaced by luxurious wide aisles you can do cartwheels down, and you can actually see wayfinding signage above the shelves. I think there was even natural light inside too. Doing good, Walmart. Much better than expected.
Since I was there to look for rubber balls for a dodgeball game (don't ask), I looked for the toys and sports section. I found it easily using the nicely designed departmental signage and strolled through decidedly more sophisticated but still approachable product presentation and innovative endcaps. In the Home section, one endcap was cleared to show a welcoming, comfy-looking chair with features and information displayed in a tower of rotating cubes... Very cool.
Once in the toys and sports section, I couldn't find the rubber balls I was looking for. I saw a nice looking gentleman in khakis and a blue Walmart polo and decided to ask for his help. With that, my lovely Walmart experience quickly took a turn for the worse. First off, he looked scared and miserable even as I approached him... and I'm not a very scary-looking person. He responded to my question with an unconvincing mumble about the rubber balls being in the next aisle. I went to the next aisle and, surprise, they weren't there. I quickly turned back to where he was to ask for further guidance and, surprise, he wasn't there. Thanks Walmart. I quickly exited, empty-handed and unfulfilled. Maybe I would have 'saved money' but the less-than-spectacular service certainly didn't make my 'life better.'
In its rebranding efforts, Walmart seems to have forgotten a big touchpoint between a brand and its consumers - the people. In a store that was almost unrecognizable from the old Walmart, that one encounter let me know that Walmart hasn't really changed that much. But hey, maybe that one gentleman was sick on the day of the rebrand training... if there was one at all.
Companies - take a brand lesson from Walmart and make sure EVERY aspect of your brand is on track with your brand promise and position. Consumers WILL notice those holes and they WILL weaken your brand.