Top 6 Reasons to Consider a Rebrand

Let’s face it … rebranding is not easy. And it’s certainly not cheap. But having a solid brand that is appropriately aligned and resonates with your target audience is the best investment you can make in your long-term business strategy. 

Many people confuse branding and marketing. Marketing is what you say about yourself. Branding is what others say about you. At the end of the day, rebranding is about influencing perception.

Here are six reasons it might be time to evaluate the benefits of a rebrand.

Identity Misalignment

When you consider your company holistically, does your brand accurately portray your vision, values, and mission? Does consumer perception mirror that of your internal team? If not, you might be dealing with an identity crisis that could be corrected with a brand that is more congruent with your unique persona.

New Market

Whether your product or service line has evolved over time or you’re targeting a new or changing audience, it’s important to evaluate whether the aspects of your existing brand are still appropriate. Maintain relevance by shifting branding elements to ensure they resonate with your new market.

Leadership Changes

Depending on the dynamics, a leadership transition can either be an excellent time to rebrand, or an excellent reason to show consistency. Is it important to demonstrate a fresh vision and strategy, or a commitment to a stable and unwavering future? The perception your audience has about the transformation matters tremendously.

Outdated Image

Branding 101: Your brand is more than your logo. That said, first impressions matter. Your visual identity can be a differentiator and a point of connection with consumers. For most companies, looking like you’re stuck in the last decade creates a consumer perception that you don’t want. Take a contemporary approach and refresh the graphic elements of your brand – logo, color palette, typography, imagery, etc.

Competitive Differentiation

What sets you apart from the competition? What makes you better or different? Why should consumers care? Don’t make them guess. Differentiate yourself by definitively showing them who you are and why it matters through your branding. Employing a “me too” strategy is a good way to get left in the dust.

Restructured Business

If your business is undergoing a major organizational change such as a merger, acquisition, or change of ownership, you’ll want to assess how the change will impact your target audiences, offerings or capabilities, geographic footprint, etc. Consider how buyers perceive these factors and influence and motivate their purchasing decisions. Events of this nature can be especially disruptive to internal culture as well. Employee perception, confidence, and satisfaction must be of critical consideration during the decision-making process.

Rebranding is not a decision that should be made on a whim. If you’re going to embark on this journey, do it with purpose, patience, and a plan.

Trying to determine the right next steps for your brand?