How to Know It’s Time to Rebrand

We’ve mentioned that your brand is your business’s “personality” (see: Three reasons why branding is important for any brand). Everything from what it looks like to what it represents and how it functions. Like any evolving person, or personality, a business also evolves and therefore so does a brand. When is it time to face the facts and acknowledge that your company has outgrown your brand, that it’s message or purpose has developed? Rebranding is not necessarily the outcome of a company’s shortcomings, even the most successful companies rebrand eventually. The key is knowing if the timing is right.

So, how do I know it’s time to rebrand?

  1. When Your Branding is Outdated: Although a company’s brand reaches far beyond its logo and name, these can be the most recognizable ambassadors of your business. If your logo has an outdated font or color palette it may be time to reconsider a rebrand in design. If your name no longer reflects your company’s mission or if there’s some way to shorten it and update it, you may consider rebranding in this case too. You want to make sure your logo and name are neither too narrow nor too general for your business, allowing for simple updates in look and design, so that your company doesn’t lose too much of its own essence in an update—particularly if you’ve built up a strong brand with a good reputation already, you don’t want to start from zero.
  2. When Your Reputation has Suffered a Blow: In the case that your business has suffered a blow in reputation, a total overhaul can give your customers the chance to see your business in a new light. If you see that PR strategies and other marketing attempts to reestablish your company’s reputation are not working, this may be the moment to reconsider your message, policies, and design.
  3. When You Need to Differentiate from the Competition: If your company name, logo, or look is too similar to that of the competition, you may not be standing out as much as you want to. If your business is growing, and you begin to see that this is the case, rebranding may be a good idea for you. Consider showcasing what makes your business different, better, and unique compared to the competition, consider logos, names, and policies that really stand out.
  4. When Your Business Evolves: Circling back to what we mentioned at the beginning, businesses evolves. It therefore makes sense for their branding to evolve along with it. If, for instance, you’ve discovered the opportunity to enter into a new market, it might make sense for your to rebrand (perhaps just a certain product) specifically for that market!

Three reasons why branding is important for any brand

From the beginning of any small or big brand, branding can represent a key factor for its success. Today, branding can increase the value of a brand, using effective tools and strategies to attract specific customers. There are 3 reasons why branding is important for any business:

1.Branding improves visibility

It’s not just about designing a logo, it’s about setting a specific goal. What is the audience that your business will capture with your brand? What is the direct message that your business will send with your brand? The main objective of a branding campaign must be oriented to impress your customers in such a way that they become aware of your brand and increase its consumption.

2.Branding motivates employees

The importance of hiring employees who are committed to the brand is vital for your success. A strong brand can hire employees who convey the desired message with empathy and, above all, with enthusiasm.

When the brand projects pride, credibility and security, your employees will project that aswell.

3.Branding increases revenues

Branding is one of the best ways to generate good references and testimonies from your customers. Creating a recognizable brand should reinforce the good expectations of the brand; the word of mouth marketing increases and, consequently, your customers.

By creating astrong brand, you can reach as many consumers as you want. The importance of using strategies and setting concrete goals determines the success of a brandand its good results.