When is it the best time to rebrand?

When is it the best time to rebrand?

Could it be time to rebrand your business? If you are reading this blog, then you are already wondering if your brand needs a creative refresh.

Rebranding delivers a lot of benefits, but striking the right balance between your existing image and a new look is best left to the professionals.

I have helped hundreds of businesses navigate a rebrand to successfully re-secure or reposition themselves in the marketplace. I have also successfully navigated D&Co Studio’s brand refresh, so I understand the real challenges of this process.

But how do you know when it is time to rebrand? Here are some key indicators.

Your current brand no longer reflects who you are.

If your business has evolved, but you have the same brand identity and website images from ten years ago, then you have probably outgrown your current branding and should consider a refresh. This is of particular importance if you want to reach new audiences and customers.

New customers aren’t engaging with your business.

Business may not be booming the way it used to, even though your service and products have improved. It could be your brand letting you down. A successful rebrand can drive the growth of your client base by enabling you to connect with new types of customers in different locations and demographics.

Your company has merged with or acquired another.

When two businesses with separate brand identities join forces, finding common ground and building a new brand around shared values will help provide clarity and build trust.

You can’t envision growth.

You’re ready to evolve your business and grow your customer base with new goals, but you’re not quite sure how that looks. What you do know is that you’ve outgrown your current image. A brand strategist can help you figure out how to take your business to the next level with a new brand purpose and refreshed brand assets.

You’re not attracting the customers you once did.

While you still have some loyal customers, you’re finding they are being swayed by new and exciting competitors. This could mean your livery has become dated or tired in their eyes. A branding agency will research your industry competitors to see what they are doing well, and how you can stand out in your current market.

You only have a logo in your brand arsenal.

When you started out, you may have been a small operation. Your logo and brand attributes may not be coherent, or it may be a collection of designs, fonts and images you have accumulated over the years. A rebrand forces an audit of your current marketing materials and delivers a whole new suite of consistent assets. After a rebrand, you will have a complete brand identity and style guide to reference for ongoing brand consistency.

Your brand doesn’t stand out.

If you have customers that have trouble telling the difference between your business and your most direct competitor, it’s time for an update. If your branding doesn’t stand out, then you can’t expect people to take notice of it. Looking original allows you to cut through a saturated marketplace and helps you be memorable. If you’re ready to stand out from the crowd and differentiate yourself from your competition, it’s time to rebrand.

You’re looking to the future.

If you want to ensure your future success, think of a rebrand as a necessary evolution for your business. This will be the motivator that guarantees results through fresh energy, renewed dedication and newfound inspiration. In other words, think of a rebrand as a smart investment.