One of the most critical aspects of marketing is knowing when the time is right for a rebrand. Even the strongest, most profitable brands need to shake things up from time to time, redefining what they stand for and how they convey their values to the end user. The question is, how do you know when the time is right for your own brand reinvention?
There are several subtle signs and red flags to look out for. Here are a few of the major indicators that a rebrand is due.
8 Signs You Need a Rebrand
- Your brand name no longer represents you. Say you start a restaurant, and you mainly serve chicken sandwiches; you name the place Murray’s Chicken Sandwich Shop. Over time, you expand your menu to offer many different options, and the chicken sandwich is no longer in your top five best-sellers. It may be wise to rename your business to better reflect who you are and what you offer.
- Your brand has become too complicated or diffuse. The opposite problem may also occur: Maybe you expand your service or product offerings so much that customers no longer have a clear sense of what you do. A strong rebranding can help you tie the disparate elements of your company together, presenting a more coherent value proposition.
- Your current branding makes you cringe. Do you feel hesitant or embarrassed about handing out your business card, perhaps because of some outdated color, font, or logo choices? If that’s the case, then it’s definitely time to rebrand.
- Your branding doesn’t distinguish you from the competition. Every company has something that makes it distinctive; a reason why customers might choose it over the competition. If your branding doesn’t convey that thing that sets you apart, then it’s really not doing you any favors.
- Your brand strategy has changed. Why does your company exist? What’s its mission? What are your goals and values? It’s good to reconsider these things from time to time, and as you do so, you may also need to think about making an adjustment to your branding.
- You’ve been through a merger or acquisition. M&A activity often comes with some rebranding efforts, as two companies join together and consolidate under a single identity. Effective rebranding can help you convey to customers how this merger or acquisition will lead to even more value.
- You’ve expanded geographically. Calling your company Charlotte Phone & Internet is fine if you’re only offering phone and Internet services in the Charlotte area. But once you expand past those borders, you may wish to consider an update to your branding, reflecting that you serve customers on a much broader scale.
- Your brand has some toxic associations. Bad reviews. Product recalls. Consumer complaints. Lawsuits. There are countless potential sources of brand toxicity. Try conducting a brand audit, and if you find that customers have unfavorable associations with your business, that’s a pretty clear indication that you’re due for a brand update.
Ready for a Rebrand? We’re Here to Help.
Making the decision to rebrand is just the first step in what may ultimately be a really exciting and rewarding journey.
As you make strategic choices about your new branding, including decisions about your website and online marketing assets, it’s important to consult with an experienced agency. That’s where we come in.
Woland Web has ample experience guiding businesses through brand development. We’d love to talk with you further about your rebranding efforts. Contact our team whenever you’re ready to start a conversation about changing your brand identity.
