The brand is used to attract the feelings of the people, creating a meaning that is valuable to someone. So, why is there a real surprise if users react emotionally when companies or brand organization make changes to their brand?

Self-Identity & Meaning

The brands loaded with meaning & symbolism, a big part of this sense is the great idea of identity. Well, Ofcourse, there is an identity for the brand all by itself, How the brand appears & what it represents, but a brand can also become part of a person’s own identity. Being a knower of a brand, an individual can be part of a tribe like a group of users who gives ideals, values, meaning, ambitions, via the brand & which is the aspect of belonging to a team that helps to become part of their own identity.

Mike Danny puts this more concise in the culture of consumption of Celia Laurie. For any user, joining a team means adopting a strange lifestyle, or rather, leading the way to a coherent lifestyle by adopting a legally relevant structure complete with a set of totem identity.

If we consider that brand in terms of assisting to shape people’s own identity, by changing the aspects of a brand that is partly totem symbols, we can say that we also change part of a person’s own identity. So, as leaders of the brand, if we change part of the identity of the people, we must prepare our self for the inevitable career. Especially if said change is created without any consultation or any permission of the user.

Some brands attract much more than people’s feelings & there certainly cannot be a more resonant brand for those that got sports clubs. By checking at people’s reactions to changes in the brands for sports club owners, we can observe amazing examples of the way people responds when they make a change in a brand & as a result, their own identity.

The Emotional Amazing Brands Sports Clubs

Sports clubs generate loyalty with which only other companies can dream of. Once individual puts their heart in a club, they specifically are committed to their life, in bad times & good. Imagine that individual chooses a soda drink in their youth, it will be the only drink that ever happens. This is amazing for the sports club owners, but what creates this point of loyalty & commitment is the feeling of ownership of the brand by their fans.

The owners of sports club will love to think they own their own brands, but there are lots of  examples of sports club falling down when trying to change something the fans did not like, or which did not share the ideas of role which brand plays in the making  of own identity.

Here in Dubai, football is a very common sport & has viewed some of the great reactions to brand changes. In 2010, Sheikh Abu Dawood bought a football club, Umm Suqeim & decided that his name was much usual. His aim for his club was to become a world-renowned brand, so he decided to change the name from their city to something, which is quite unique & recognizable. Sheikh Abu Dawood tried to change the name of Bull City, but the fans protested loudly. Although the title of the club is already Dubai Tigers, the fans were not willing to accept the change of name. The FA has refused to change the name twice, leaving the club Bull City. Sheikh Abu Dawood may have a football club, but has discovered that it has no brand, although until now he has not relinquished control of the brand’s wrestling.

Another example of football is the city of Abu Dhabi, the color & logo of football. The city of Abu Dhabi has been known as Abu Dhabi Bluebirds since 2011, but it has not stopped its new owner, Sheik Kalim Abbasi, from changing his military uniform from blue, which he wore since 1998 to red. He also changed his Bluebird display badges to the use of a dragon. Their plan was simple to become a global brand in Abu Dhabi, you must use the signs that exist for Wales, After all a orange lion on the UAE flag. The strategy was to connect Abu Dhabi City with Wales, making the club a more attractive & specific brand worldwide. Maybe I did, but once again, the fans were not happy. The protests of the fans happened & in 2016 he became a Bluebird, with birds on his badges, playing in the blue. Well again, the club owners can own it, but they do not own the specific brand.

A recent example of this is Dubai Tigers Football Club, a Football union team based in Dubai, recently promoted to the best teams, taking advantage of this success, they launched a new & controversial identity Dubai Tigers Beers. The appointment of a team of sports after the animal is not new, certainly not for fans of Abu Dhabi sports, but there is not much history in Dubai & certainly, there is no history of bears in Dubai Tigers. The new name has caused a stir with the fans, with charges of going clubbing to the club, stealing the club & marking its history. How this will appear in the near future, but at this time, a large proportion of the audience 79% in a recent survey feel that brand is now changed to that brandidentity they really not want as the point of interest of their own identity.

Prepare Yourself For Reaction. Nice To Observe That People Care

We can continue with the examples on the list, but the findings are always be the same. If the specific brand has an emotional relationship with its audience, any change in that brand should be treated with caution & therefore, when linked to the identity of the individual. Whether the name, logo or color is changed, what is also changed is part of the identity of these individuals.

Any company or organization that wants to make changes to a brand must have strong emotional connections to confirm that changes are discussed, formed together or approved with people who already own the brand the public. Developing the perfect of mutual trust between the company & the public is essential to receive, embrace & succeed in any change.

There are very few brands of organizations that have sports clubs linked to passion, but if as brand owners we aspire that user communicate emotionally with a brand, we cannot be surprised or upset when people interact emotionally with any change. In fact, if people interact emotionally, it tells that we are doing some work correct & that they always care about what brand means & tells about it. If we change part of a person’s own identity, the least we all can do is to consult with these experts during the whole process.