WHEN SHOULD YOU CONSIDER A REBRAND?
Your brand is the most powerful piece of your business. It is the lifeblood behind your product or service that allows it to live, grow and evolve. It is more than just a name and logo. Simply put, your brand is your customers’ experiences with your company. To steer the conversation in the desired direction, your brand should easily communicate what you do, how you do it and why you do it. This helps establish a sense of trust and credibility with your customers, ultimately building a strong brand identity.
BUT, something to keep in mind; brands are always evolving over time. This is why so many companies make the decision to rebrand. Don’t worry, it is a perfectly normal business move. Rebranding as a long-term investment can be invaluable. There are many signs that may suggest your business is in need of a change. It could be anything from outgrowing your market to simply being embarrassed to hand out your business card. So when should you consider a rebrand.
WHEN YOU HAVE NOTHING BUT A NAME.
It’s common to start a business with simply a name and nothing more. However, without the visuals to compliment and enhance your product or service, your customers have nothing else to associate with your overall brand. Your business’ visual identity is derived from your mission and values to create a “personality” for your company. This allows people to better connect with your brand and spread the word.
WHEN YOU WANT A FRESH NEW IMAGE.
Starting a new business takes time, effort, and of course… money. Unfortunately, finances in the beginning may not always allow for a full-on branding process or quality logo design. Many times, that results in a brand that doesn’t communicate your mission or values and may not even bring in the audience you originally aimed to captivate. If you feel like you have a brand that doesn’t accomplish your original intent, it is time to give it another shot.
WHEN YOU WANT TO ATTRACT A NEW TYPE OF CUSTOMER.
Sometimes it’s critical to tap into an entire new customer base or audience to keep people engaged with your brand. This could mean a logo refresh to better position your business to a new generation or an entirely new demographic. By honing in on who you envision as your most valuable customer, you’re able to begin building your brand on what they value in life. In turn, they will relate to your product or service, participate, and share their experience with other like-minded individuals who will then jump on board as well.
WHEN YOUR INDUSTRY IS EVOLVING & YOU NEED TO STAY RELEVANT.
Competition forces you to evaluate your brand and find a way to stand out among the crowd. This gives you the opportunity to re-invent your business, your mission, your goals, and get creative with the process! The goal is to showcase what makes your company different and unique. This is also a great opportunity to give new life to any outdated branding.
These are just a few key reasons to consider a rebrand for your business. The scope of this process will vary depending on the solutions you’re searching for. As Steve Job expressed, “Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.” You want your brand to work for you and get you the results you crave. So make it happen!