Written by David Sadowski, the director of brand strategy at Swim.
The decision to rebrand your business is not an easy matter. Nor is it an inexpensive endeavor. From stationery to signage to a website, you have to consider everything that needs changing in order to successfully rebrand. If things are going well, you usually don’t need to change a thing.
But, how do you know when it is time to change up your image? In my experience, these nine signs mean you should consider a rebrand.
It’s time to be seen as a pro
There comes a point when your cousin’s logo just doesn’t cut it anymore. This is the time when you need to take a look at your brand as a whole and make sure you are representing yourself correctly, consistently and professionally.
Your business is ready to reach the next level
You may have been able to get by with a vanilla brand for a while, but there will come a time when your company will need to attract a new set of customers. A fresh brand will signify that you should be taken seriously. (Or with a sense of humor, depending on your brand’s persona.)
Bring definition to your business
Easy there Brohemoth, we’re not talking about the weight lifting kind of definition. We’re talking about how you define yourself, because sooner or later you’re going to have to explain what you do or how you are different. And if you don’t have those answers, then it’s time to define who your company is and what it stands for.
Give you and your staff a confidence boost
After the rebranding process, you will have a better sense of who your company is and where it is going. When armed with a clear brand promise and positioning it is easier to confidently tell your story and know exactly which people are more likely to become your brand ambassadors.
There has been a change in leadership
With new leaders comes new ideas. Whether you’re the new sheriff or combining forces, leadership changes are always a time to assess your brand and make sure everyone is on the same page.
You are now offering something new and improved
A fun time to shake things up is when you have a new product, new offering or new location. Yell it out (strategically, of course) to the world that you are providing something new. Heads will certainly turn when you do.
You have discovered your business doppelganger
Just like a teenager, your brand yearns to be different. Over the course of time you may notice a competitor looks or sounds really close to you. Now, if it’s blatant plagiarism, lawyer up. But, sometimes two ships can sail a little too close to each other. When that happens, be the first one to make the change and come off as the shiny new object. Then, when they copy you the next time around, well, you know what to do.
Repair a bad reputation
If your business has developed a poor reputation, a rebrand should be your last step. Fix the issues that created the situation and get some positive PR before you rebrand. The goal here isn’t to polish a you-know-what. You want to represent that you solved the problem and your company now has a new attitude moving forward.
It is time for a refresh
Even if things are going well, you should still consider a mini rebrand to keep up with the times. This doesn’t require a complete overhaul. Just a lift here, a sans-serif there and voila, you’re a whole new you.
Now that you know the signs, take a look at your branding. If you’ve recently noticed one of these things happening with your organization, maybe it’s time to consider a rebrand. No pressure though, it’s a big decision.
Questions about branding? Talk to us.