When is the right time to rebrand? A few signs that it might be now.
A rebrand is the process of reshaping how a company or product is perceived. A rebrand can include the reinvention of everything from a brand’s name, to its logo and visual identity, as well as its website and marketing collateral.
Rebranding your business is a natural part of the life cycle of any company. Even the most successful businesses will have to rebrand at some point, but it's not an easy decision to make.
There are several signs you can look out for that suggest it might be time for your business to consider rebranding. They might be small thoughts in the back of your mind, or glaring errors in your current branding that need to be addressed. Wherever the signs are showing up – pay attention to them.
So let's take a look at some of the most common signs that it's time to rebrand your business.
New target audience
If your core audience has changed, or is in the process of changing, your current branding might not be best positioned to resonate with them effectively.
Capturing the attention of your target audience and generating their loyalty starts with making sure your brand is relevant to them and their needs. If it was originally developed with a different audience in mind, it could be time to rebrand and incorporate your new audience’s motivations, preferences, needs and buying habits into the design.
Your company is expanding
With success often comes the urge to expand, and if your business is undergoing a merger or an acquisition, it’s almost certainly the right time to rebrand. With a new partnership or ownership comes a new era, so it makes sense to give the company a fresh new look and feel to go along with it.
Your overall strategy or vision has changed
Perhaps the most important reason to rebrand your business is a change in your company’s strategic direction or vision. This could mean you are shifting your business model or changing your product or service offerings.
For instance, if your business name or visual identity showcases a product or service you no longer offer, then your branding needs to change.
In other words, if your brand doesn’t reflect the focus or strategic direction of your business, rebranding your company is critical. You don’t want to send mixed messages about who you are or what you do.
You’re not attracting top talent
The final sign of when to rebrand your business is that you’re failing to attract top talent. The best talent wants to work at the best brands, after all.
If you’re having trouble recruiting top-tier candidates to grow your business, it might be because your employer brand isn’t up to standard. A rebrand lets you redefine your brand not just for your customers, but for your current and future employees as well.
Need help with your rebrand?
Our team can help you build a solid brand strategy, develop a new name (if needed) and design a visual identity that helps you stand out and get noticed.
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