INSIGHTS

Rebranding isn’t for everyone but if you do it right it can be the solution that pushes your company to the next level, maintains its relevancy and competitiveness in the market place. However, before you consider a rebrand, it’s important to really understand why and if now is the right time for you to make that change.

If you answer yes to any of these questions, a rebrand might be right for you…

1. Your brand doesn’t reflect your values or mission

We always bang on about it but people want to connect with brands whose values they share and align with. Especially after the past two years, when people are seeking more emotional connections online.  Your values should never change within the business but the way you weave them into your brand can make a huge difference to the engagement and loyalty your audience.  Take a step back to see how your values show up in your business, not just through words but how you treat your colleagues, staff, clients etc..

2. You don’t stand out

It’s hard when you are looking to your peers and especially the ones that are doing well in your sector, you want to follow their lead. This can often mean you end up looking the same or don’t stand out enough. It can happen if you are trying to engage the same audience but there are still ways to stand-out and attract the same people.

3. When you want to tap into a new audience.

Sometimes, to keep growing and moving towards your vision, or launch a new product/service you need to reach out to a new audience. In this case, it might be that your current brand or tone of voice doesn’t attract or speak to the new clients you need.  It may mean that a small tweak here and there will make the difference and ensure you still keep your current clients but attract and engage those new ones that will help you grow.

4. Your brand has been established for a good while

Your business has been established for many decades and is now growing and expanding but nothing else is changing.  Or.. as many established clients have said ‘if it ain’t broke don’t fix it’.  Although this can be true of something it might be that you need to take a look at your brand to see if it is fit for purpose not only for this decade, but for clients who are marketing savvy and also for the digital era.  Brands developed even 10 years ago may need some fine-tuning to speak to the same core audience but one who is more educated and savvy.

5. It’s got that retro feel

Retro can be cool but this is just reiterating the above point.  Regardless of whether your organisation is doing well, you need to ensure you revisit your brand frequently so it still speaks to the right people now and in the future. You may be going for the same audience but they grow and adapt and you need to with them.  It doesn’t mean you need to create something from scratch but you might need to refine the colours, change the messaging or craft a logo that reflects your company as it is now.

A rebrand doesn’t mean throwing away what you have, often it’s building on where you are, refreshing and refining to ensure you reflect your business in the right way.