So you want to do a rebranding? That’s some top-drawer stuff. Before you take your first steps, it’s important to be clear about what (and why) you’re rebranding.
By recognizing the whole scope of the project, you can make sure your efforts are actually worth it and that you hit the predefined goals anticipated from the process. To help you get started, we’ve compiled this list, guiding you through different moments that signal it’s time to kick off such a project.
If for whatever reason the markers in the list below don't reflect what’s going on in your business, it might be worth taking some time to reflect on why you think you need to rebrand. It could be that you’re having other issues in your company that a rebranding simply wouldn’t fix. That said, here are five scenarios in which you should definitely consider doing a rebranding.
As your company grows, you might try to target a larger audience – which should be reflected by the brand. For example, if you’re looking to reach a younger demographic it could make sense to add more digital touchpoints and increase your use of new media. With new customer interactions come new brand specifications; in this case, those elements could be satisfied by filtering the brand identity to appeal to a younger audience. This means that you need to reevaluate your key messages or even your entire mission statement.
If your industry has been affected by new trends or technological advancements, it might be wise to try and get with the times. Maybe there’s a new player on the market that provides a product comparable to yours, but with aspects that go in line with those new trends. You now find yourself in a position where you either need to catch up or recreate yourself in order to stay in the game.
Your business might’ve seen some big changes where you’ve expanded into new markets, added to your product line, had some crummy PR, or even merged with another company. It’s now more important than ever that your brand reflects the new environment, and does not stay held back by standards of the previous brand.
In a company’s early days, it’s not unusual that branding is regarded as “something we’ll revisit in the future.” Initially, you might give it some lesser attention, or maybe none whatsoever. Perhaps you just slapped a logo on your website and drafted some half-baked brand elements as fillers. Now, as your company is growing, you need to establish a more deliberate way of managing your brand in an effort to appear more professional.
Your brand has been operating for a while now, is showing a bit of wear, and it doesn’t feel as contemporary as it should. The logo you designed 20 years back – in swirly fonts with pink and turquoise hues – could really use a facelift. It’s time to start fresh, to make sure your brand gets the attention it deserves.
Do you identify with any of these points? If so, it might be time to green light that rebranding after all – but first, make sure to learn what you should think about before you get started.