Is your brand a perfect fit for your business? Or do you have a corporate muffin top – squeezing into an identity that’s no longer fit for purpose?
Counting down from 10 to 1, here are our most significant indicators that it’s high time to rebrand. We’ll also take a realistic look at when not to.
Does your bum look big in this? Let’s dip in and find out…
10) YOUR BRAND HAS BECOME CONFUSING AND INCONSISTENT
‘It’s become a mishmash of different styles!’
This is likely to happen over the years. What once started as a powerful and perfectly formed brand can lose its strength and consistency over time. If your brand is watered down, confusing and lost its razor edge it’s definitely time to bring it back in line.
9) YOU’VE EVOLVED YOUR VISION. REDEFINED YOUR VALUES
‘It’s just not ‘on point’ anymore!’
These are subtle changes that occur over time. You haven’t changed your positioning or your marketplace, but you’ve evolved. Or, maybe you simply understand so much more about your business and the value it gives to your customers than you did at the outset.
8) YOU’VE GROWN SIGNIFICANTLY
‘My brand’s too small! It’s shrunk in the spin cycle!’
Have you grown in leaps and bounds since originally branding your business? Do you find yourselves in a whole new playing field competing in far superior leagues than ever before? It’s time to level- up your brand to compete with the big boys. Exciting!
7) TRY AS YOU MIGHT, YOU CAN’T SEEM TO CHARGE WHAT YOU WANT TO CHARGE
‘It’s started to look and feel cheap!’
Outdated or poorly positioned brands can really impact on the amount you can charge, which in turn massively affects your bottom-line. If you want to raise your prices, or if you simply struggle to persuade people to pay your current rates, it’s probably time to put the bling back into your brand.
6) YOU ARE MERGING, OR HAVE ACQUIRED ANOTHER BUSINESS
‘There are two of us now, we need more room in this brand!’
It’s not often that you can fit an entirely different business into an existing brand, and it’s rare that you would ever want to.
Joining forces with another business is likely to bring many new facets to your offering.
Rebranding to align your positioning and reflect your dual offering is essential to minimise any confusion. Put all those fabulous benefits on show for all to see!
5) YOUR BRAND HAS BECOME TIRED AND DATED
‘Ughhh I’m so embarrassed to turn up in this old thing again!’
If you are at the stage that you flush with embarrassment when someone asks you for a business card or your web address, that’s a sure indication that you need to overhaul your brand. Imagine how much more impact you’ll have if you and your team are so proud of your brand that you can’t wait for people to discover it!
4) YOU’VE CHANGED YOUR STRATEGY AND/OR DIRECTION
‘The buttons are popping on my brand! It’s way too restrictive!’
Is your business repositioning in any way?
Perhaps to take advantage of new markets. Or maybe you’ve harnessed new, cutting-edge technology which has resulted in changing your USP.
If your business is transforming in a big way, you’ll need to re-engineer your brand to reflect this.
Rebranding is the clearest way to make these changes visible to the outside world, reshape people’s existing perceptions and get them on board your new journey.
3) YOU NEED TO DISTANCE YOURSELF FROM A BAD REPUTATION
‘That’s torn it!’
If your reputation is damaged or tarnished in any way, for whatever reason, then you are fighting a losing battle.
Trying to get back on track with your existing brand will be virtually impossible. It’s time for a clean slate! Rebrand, and perhaps rename, to visually disconnect your business from what happened before.
2) YOUR BRAND HAS LITTLE OR NO DIFFERENTIATION
‘Eeeek everyone has turned up wearing the same outfit!’
Yes us girls literally freak if someone turns up to a party in the same dress as us!
If your brand is not differentiated it’s the same thing… imagine turning up to an event full of your competitors all wearing the same thing.
Speaking in the same tone and repeating the same things. Your customers will expire from boredom and the only way you’ll get any business is by default. Differentiation is not an option. It’s imperative! Do or die!
1) YOUR CUSTOMERS HAVE STOPPED ENGAGING
‘No one notices me in this anymore!’
If you are struggling to maintain the impact you once had in your market it could be time for a whole new look. Perhaps you are so familiar you’ve almost become invisible, a bit like that well-worn cardy in your wardrobe that doesn’t see the light of day.
If your market is very competitive, or brand-centric, you could be overshadowed by all those upstarts and newcomers entering the arena with their shiny new brands and super enticing messages.
When your customers stop engaging, and are clearly shopping elsewhere, you have no choice but to analyse why and restructure your offering to make sure it is in tune with what they want. The best way to reveal your new and improved proposition is with a stunning new brand identity that is impossible to ignore!
BUT AS EXCITING AS THE PROSPECT OF REBRANDING CAN BE, THERE ARE CLEARLY ALSO TIMES WHEN IT’S UNNECESSARY
Rebranding can have a hugely positive impact on your business. It can put you in the spotlight, helping you attract new customers and reignite existing relationships. But there are times it could potentially be detrimental…
- If you haven’t changed direction.
- If your customers are still engaging
- You can charge what you want to
- If you’re still relevant and differentiated
- If you have no trouble attracting new customers.
In short, if your business isn’t facing any of the challenges listed above it may be that re-branding is like slipping out of that comfy outfit that fits like a glove and brings out the colour of your eyes… into something new and flash but washes you out and just doesn’t feel quite right.
It may not sit well with your loyal customer base either. People buy for emotional reasons and it stacks up that they become emotionally attached to the brands they choose to invest in.
If you make sweeping changes it could imply that there are huge shifts below the surface and your customers could become unnerved that the brand they love may change beyond recognition.
We’ve all experienced that ‘Oh no what have they done!’ moment. If you’re concerned about appearing outdated to new potential customers, it could be that simple, smart and well-executed updates are all that’s needed to keep your brand on point.