Branding is what you do to your business when it’s in its infancy. It’s the process of building a brand essence, telling people who you are and what your brand can do for them.
You have to define yourself before someone defines your brand strategy for you. And so, frequently, a complete brand refresh will include the company’s vision, mission, and values along with a new logo redesign and changing up your initial brand identity and brand messaging —the way that potential customers see and identify with your company.
The problem with the rebranding process is that no matter how much research or planning one does before rebranding, there will always be something unexpected along the way when it’s time to start a complete brand overhaul.
The thing about a rebranding strategy is that it has to be done quickly if at all possible—and even then, it takes time to get brand loyalty and recreate your brand personality with new branding strategies and marketing channels once they’re introduced into the world.
Unfortunately, this leads many business owners to wonder whether or not their company’s commitment to new brand guidelines is really worth it or if they should stick with the old brand.
That’s a question we can’t answer for you. Still, hopefully, this article will give you a better idea of when it is and isn’t the right time for your existing brand to take on a new brand identity.
First, let’s look at the top 12 reasons to rebrand your company. Then we’ll follow up with some tips on how to successfully execute a business strategy for a rebranding campaign.
1. Your Brand Doesn’t Reflect Your Current Business Goals
Business growth is a necessity. When your company changes, so too should your brand guidelines. This includes the logo design, marketing materials, website design, and even the tone of your branding.
Suppose you’ve outgrown your original brand identity or changed your business model. In that case, it’s time to change your market strategy by successfully rebranding.
2. Your Brand is Outdated
Just like a wardrobe update can make you feel more confident and stylish, a new brand identity can give your company the same refreshed look and feel to your brand’s audience.
In the tech world, a new brand identity is critical as it demonstrates that your company is a strong brand willing to do what it takes to get ahead of your competitors.
3. Your Brand No Longer Reflects Your Key Differentiators
If your company has been around for a while and your company culture or the company’s mission has changed a lot since its inception, there may be a disconnect between what people associate with your brand image and what you stand for today.
Rebranding strategies can help to define your company’s unique selling points (USPs) and communicate them more effectively to your target market.
4. You’ve Changed Your Target Audience
If you’ve changed the focus of your company, it’s essential to update your branding to reflect your new target audience better. This may include changing the demographics you’re marketing to, the language you use in your branding and marketing materials, or the overall tone of your brand.
5. Your Brand is no Longer Memorable
In a new market where people are bombarded with advertising everywhere they go, it’s more important than ever for your brand to be memorable. If people can’t remember your company name or logo, you’re going to have a hard time making sales.
So when you find that it’s time to rebrand, the most straightforward marketing strategy to create brand recognition and reach a new audience is to create a new logo. While a logo doesn’t have to be the only marketing strategy that rebranding plans include, it is one of the most crucial brand elements for a strong brand.
6. You’ve Outgrown Your Original Brand Identity
Just as your company changes over time, so should your brand identity. If you’ve outgrown your original brand guidelines and brand values, it’s time for a rebranding strategy. To successfully rebrand, a plan may include:
- Expanding into new markets or industries.
- Developing new products or services.
- Throwing your original branding out the window in favor of creating a new logo and other visual elements.
- Reaching a more extensive customer base.
7. Your Brand is Associated with Negative Connotations
Unfortunately, sometimes, a brand identity can be tarnished by negative associations. For many brands that have been involved in a scandal or have had a PR nightmare, rebranding is the best way to start fresh and rebuild trust with your customers.
Rebranding can help erase the negative associations people have with your company and replace them with new positive ones.
First, customer research and a brand audit can help you pinpoint exactly what people think of your company and what the problems with your brand might be. Then, once you’ve identified those problem areas, you can work to develop a brand strategy that better reflects the positive elements of your company and minimizes any negative connotations that you learned during your brand audit were attached to your brand recognition.
8. You Don’t Like Your Current Brand Identity
This one is pretty self-explanatory. If you don’t like your current brand identity, it’s time to rebrand your business. A rebrand can help any large or small business to refresh their look and feel and make them feel more confident about their company business model.
9. Your Brand is Out of Touch with the Latest Trends
Just like fashions change over time, so do branding trends and product packaging. For example, suppose your company has been around for some time, and you haven’t done any rebranding recently. In that case, the odds are good that your logo design and overall brand guidelines don’t have a competitive advantage over the latest visual trends.
10. Your Company Has Been in the News Lately, and It’s Not for the Right Reasons
If a dubious scandal is the only thing your brand is associated with, it’s time to rebrand. Your company can rebuild your brand voice with trust and shake off those negative associations by updating your branding, vision, mission, and values.
11. You’re Not Reaching Your Target Audience
Suppose you’ve run the numbers, and your website isn’t bringing in the type of traffic you hoped it would. In that case, the chances are good that there is a disconnect between your product or service offerings and what people expect from your company, and it’s time to rebrand. A brand refresh can help attract customers who need what you have to offer.
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12. Your Competitors Have Changed their Branding
If you’re in a competitive industry, it’s essential to watch other brands’ branding strategies. If they’ve recently updated their branding with a new mission, price points, or visual assets (i.e., web design or logo), they’re likely doing well, and you should consider following suit.
Rebranding your company can be a daunting task, but it can be the key to success if done correctly. Here are a few tips to help you get started:
1. Do Your Research
Before starting any rebranding campaign, it’s important to research and understand your customer profile. Who are they? What do they like? What are their interests? This information will help you create business plans to better align your brand voice with the needs and wants of your target market.
2. Set Clear Goals
What do you want to achieve when you rebrand your business? Increased sales? More web traffic? Improved customer loyalty? A better market position? Setting clear goals will help you stay on track and ensure that your rebranding efforts are successful.
3. Be Consistent
One of the most important aspects of a successful rebranding campaign is consistency. Make sure that all of your branding and marketing materials are consistent during a rebrand launch in terms of design, tone, and messaging. This will help create a unified brand identity that your customers will remember.
For instance, your web design should match your logo; your social media posts should be in line with your website, and so on.
4. Don’t Change too Much at Once
A successful rebranding campaign takes time and effort to execute correctly.
Don’t try to change everything all at once. Start by developing a new logo and brand guidelines.
Once you get your rebranded business started, work on changing your website, marketing collateral, and so forth. This will help avoid any confusion among your customers and keep the process of rebranding manageable.
When it’s time to rebrand, make sure you do customer research and get input on your new brand architecture. Focus groups are a great way to get feedback on your new design and messaging.
5. Be Patient
Don’t expect overnight success when you start a brand refresh. It takes time for a new brand to take hold and be accepted.
6. Plan for the End Result
While you should build some flexibility into your rebranding campaign, it’s still important to plan for the end result. When it’s time to rebrand, develop a clear schedule and timeline of specific deadlines. This will help create a sense of urgency and ensure that your efforts are successful.
7. Make It Shine
Have fun with your rebranding campaign! You’ll be working with your branding materials for months, so invest time in making it fabulous. This might include an updated logo design, color scheme, typography, signage, or other essential brand materials.
8. Don’t Overlook the Small Details
As you would expect, rebranding a company happens in stages. However, it’s easy to forget about specific vital details when you’re working on the more glamorous aspects of your rebranding campaign.
When it’s time to rebrand, don’t overlook details such as business cards, letterhead, envelopes, signage, etc.
9. Get Feedback
Along with setting clear goals, it’s important to get feedback from your target audience during your rebranding campaign. This will help you gauge how well your rebranding resonates with customers and make necessary adjustments along the way.
10. Be Prepared for Negative Feedback
Rebranding can be a risky business, and not everyone will love your new look and feel. Be prepared for negative feedback, but don’t let it deter you from your goals. If you have a branding firm that you are working with, they will guide you through the process and prepare you for any potential problems.
By planning ahead and avoiding common mistakes, you’ll be well on your way to a successful rebranding campaign that leaves customers impressed with your brand architecture.
A successful rebranding campaign can help improve your company culture and the public image of your company, attract new customers, and increase sales. If this sounds like something you might be interested in, discuss your rebranding campaign with a professional branding agency today.
To Learn More About How a Company Can Help Improve Your Brand Architecture, Talk to One of Our Team Members at Fusion Marketing Today!
Suppose you’re not happy with your current brand identity and you’re interested in market repositioning. In that case, there’s no reason not to rebrand your business.
A rebranding campaign can give you a fresh new look and feel with a brand promise relatable to consumers. These things may be just what your business needs to succeed and gain a better market positioning.
If you’re not sure how to rebrand your company, one of our team members can help. We can also provide some additional information on the top benefits of rebranding, along with how Fusion Marketing can help you succeed with a successful rebranding campaign.
