A lot of people come to me with this question. You’ve been thinking about rebranding but when is the right time? Rebranding is a big investment, so it makes sense to spend your money and time wisely.
The decision to rebrand should be taken carefully and ideally with the backing of everyone involved. That includes key stakeholders who may have a say in the look and tone of the business.
The reason behind a rebrand shouldn’t be because you’re feeling tired of your logo, although that can play a part in the bigger picture as explained further below.
If a rebrand is not done correctly, and without care and attention to your values and voice, it can have a detrimental effect on your business. Ideally, you need a brandingexpert who can look at your business in its entirety and take it through the branding process. That old adage ‘confused minds don’t buy’ is something to pay particular attention to when rebranding. Before we start any rebrand project, we always run through the reasons ‘why’ with the client, and will always be honest and upfront if we think their business isn’t ready.
But how do you know when your business is ready for a rebrand?
Let’s dive into some reasons why now might be the best time to rebrand your business so you can head into this confidently.
Reason to rebrand 1 – problems with your business name
Your business name was undoubtedly created with great intentions. But after a year or two down the line, do you find yourself having to spell it out to people? Is it often typed incorrectly making it difficult for people to find you? Perhaps you’ve realised it’s not immediately clear what you do from your name and logo. Do you often get confused with a business in an entirely different sector? Or maybe it’s hard to read your name on your logo because of the type (font) that was originally used. This would be a good time to have a review of your name, logo, values, and tone of voice. Consistently getting a business name wrong can have a drastic impact on your sales due to issues with SEO and discoverability.
Reason to rebrand 2 – target audience changes
Let’s say you start as a service-based business working one-to-one with micro business owners. You’ve done this for a few years but recently you’ve started to build a team and are now working with small to medium-sized businesses that turn over multiple 6 figures. Your branding needs to adapt to your new messaging and audience. Or perhaps you started your business selling basic products and have slowly begun to move into more luxurious high-end products. This is when you’ll find a little confusion between your branding and your products or services. People are less likely to spend more money on your products or services if your branding is giving off a ‘budget’ vibe. This would be a great time to rebrand.
Reason to rebrand 3 – Business model changes
There are lots of reasons why business models change and covid is a prime example of when many businesses had to adapt to working online, or in more creative ways. Food restaurants turned to takeaway and delivery. In-person services moved online. As we’ve come back to a more ‘normal’ way of working, many businesses saw great value in sticking with the changes to their business models. Occasionally this means the branding no longer suits the new model, which creates confusion for your audience. This is when you need to rebrand to meet the new direction of your business.
Reason to rebrand 4 – Industry changes
As your industry grows and changes, so might your business. For example, your industry is finding new ways to be more eco-conscious. This has a knock-on effect in your business with consumers expecting you to follow suit. Your values and business operations might change meaning your current branding isn’t incorporating your new eco credentials. You risk being seen as behind your competitors, so a fresh new rebrand is almost certainly the best way to showcase your changes.
Reason to rebrand 5 – Your website and branding were created by a ‘friend’
This is another common one that we see. All startups start somewhere! And branding can be seen as an expensive marketing expense in those early days. Especially when you don’t fully understand the concept. You may have had a ‘friend of a friend’ create your logo, and another friend create the website. And now a few years in it’s looking a bit tired and lacking that sleek professional feel you’re after. You might also need to re-visit your values and tone of voice as you’ve grown. This is common and something we help businesses with all the time.
What’s next?
If you feel your business needs rebranding then it probably does. And these are just some of the reasons we notice people are ready for a rebrand. Just remember, a rebrand is more than a logo. Before you reach that stage there’s a lot to consider by revisiting your brand and values. For some businesses, it might be a small tweak. For others, it may be a fresh new start. Whatever the case may be for you, seeking the help of a professional branding expert is a must to ensure it’s done carefully and with consideration for your audience.
If any of the above examples feel relevant to you and you’d like to start with a free no obligation call to talk through why you feel you need a re-brand, then get in touch and book a call with our founder and brand expert Emily
