Do you ever get the feeling that it is time for a new look?
We just went through back-to-school season. During this time I always think about that first day back at school after summer vacation. Some kids have a different hair style, new clothes, fresh flare on the backpack, a snazzy new catch phrase… What a great excuse to reinvent yourself and shed those aspects of your identity that are dated or you’ve just outgrown.
Similarly, around this same time, I chose to rebrand my business. Why now? I felt this was a good time to rebrand, because the company is still relatively “young”, and the old brand “Ben Ehlers Design” could prove to be too limiting as we grow and move forward to the future. The change has not been easy, and is still ongoing. Ultimately, I feel it was the right decision.
If you are thinking about rebranding your business, for any particular reason, it is important to consider all aspects of rebranding prior to making a change. You need to plan out every change: your web address, google account, existing marketing assets, social media, logos, etc. Most of all, make sure rebranding is the appropriate step for your business. It is not a decision to be taken lightly.
How to know if it is time to rebrand your business…
Here are some scenarios and indicators that might suggest it’s time to rebrand:
- A Noticeably Outdated Image: If your branding, logo, or overall visual identity looks outdated or doesn’t align with current design trends, it might be time for a refresh to project a more modern and appealing image. That being said, there is nothing at all wrong with a traditional/classic brand image — as long as your marketing aligns with that aesthetic.
- Company Evolution: If your business has undergone fundamental changes, such as expanding your product or service offerings, entering new markets, or shifting your core values, a rebrand can help communicate these changes to your audience.
- Mergers and Acquisitions: Rebranding is often necessary after mergers or acquisitions to unite different entities under a new, cohesive brand that represents the combined strengths and vision of the unified entity.
- Changing Market Conditions: If your industry or target market has evolved significantly since your business was established, a rebrand might be necessary to stay relevant and capture new opportunities.
- Diluted Brand Identity: If your brand has become too complex or inconsistent over time, causing confusion among customers, a rebrand can simplify and streamline your messaging.
- Targeting a New Audience: If you’re shifting your focus to a different demographic or market segment, your current branding might not resonate with the new audience, necessitating a rebrand to effectively connect with them.
- Negative Perception: If your business has faced negative publicity, a rebrand can be a way to distance yourself from past issues and rebuild a positive image.
- Stagnant Growth: If your business is experiencing stagnant growth, a rebrand can be one consideration to try and inject new energy, attract fresh interest, and potentially lead to increased revenue.
- Customer Feedback: If customers are consistently expressing confusion or dissatisfaction with your branding or offerings, it’s a sign that a rebrand might be in order to address these issues.
- Legal or Trademark Issues: If you encounter legal challenges related to your current branding, rebranding might be a proactive solution to avoid legal conflicts.
That being said, rebranding should never be a knee-jerk reaction. For instance, don’t rebrand simply because a competitor has rebranded and you feel the need to “keep up”. Consider internal factors first, a competitor’s decision to change may be solely due to the fact that you are one step ahead of them. Wait things out and see if there are noticeable changes before making a rash decision.
Rebranding involves more than just changing your logo; it encompasses your messaging, values, visual identity, and customer experience. A successful rebrand should be driven by a clear strategy and a deep understanding of your business goals and your target audience’s needs. It can be a lengthy process, see it through to the end and with great planning and a little bit of good luck, your new identity will attract new clientele and retain your existing business.
