Cracker Barrel is backtracking on its nearly $700 million rebrand after widespread backlash from customers and investors. The overhaul, centered on a text-only logo and a modern design, was criticized as sterile and out of step with the chain’s nostalgic image. 

Geoff Bennett discussed the rebrand, the backlash and the politics at play with Americus Reed, marketing professor at the Wharton School.

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Your logo, color palette, and messaging should consistently convey your brand's personality and values. Examine your marketing materials and website to ensure they reflect your brand identity and send a cohesive message to your audience.
 

Example: If you're a yoga studio promoting tranquility and balance, your website should feature calming colors and peaceful imagery, while your messaging should focus on relaxation and mindfulness.

Every interaction customers have with your brand should reinforce their emotional alignment and foster a sense of belonging. Assess your customer experience from initial contact to post-sale follow-up to ensure consistency and quality.

Example: A bakery specializing in gluten-free treats should maintain a friendly, approachable atmosphere both in-store and online, consistently offering knowledgeable guidance on dietary restrictions across all customer touchpoints.

Your audience's reactions to your branding can reveal areas where your alignment may be lacking. Listen to customer feedback, social media comments, and online reviews to identify any inconsistencies or confusion that could be affecting your brand's emotional resonance.

Example: If a clothing boutique's customers mention difficulty navigating their website or confusion about their brand's unique selling points, it could indicate a need for clearer messaging and a more intuitive user experience.

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