We live in an fast paced world. Businesses change direction, companies grow, markets contract and new competitors arrive on the scene. To fit into this business environment you have to evolve, as no brand remains the same forever.
Refresh or Rebrand (but don’t re-bland)?
If you already have a strong brand identity that fits with your strategy, it may just mean looking at refreshing your brand or tweaking elements within it. Or if your company has a taken on a new direction, expanded with a new suite of products or services, or has merged with another company – you will really need to consider a rebrand. Remember it’s not a quick-fix, so don’t follow the latest trends in design to match what everyone else is doing. You need to stand out from the noise.
What is a Rebrand?
A rebrand can mean anything from a change to your logo or image style before the launch of a marketing campaign, to a complete review of your corporate brand identity – which may include a new company name and logo design.
Having a beautifully designed logo on its own doesn’t make your brand great. A brand is much more than this. You need to consider the ‘bigger picture’ as a brand, and this can involve a range of customer ‘touchpoints’ – a logo, suitable tagline, a responsive website design along with relevant content, and also relevant advertising. It also relates to how you communicate with your customers, your staff and suppliers through online and offline activities. This can be down to how you answer your telephone, your email, your invoices, even how you meet and greet. (Limp handshake anyone?)
It’s not just about your products or services you provide in their respective elements, but the overall impact your company creates in a customers life. A strong rebrand will connect with your customers, unify your business, inspire your employees and ultimately increase sales for the long term.
Before committing to a rebrand, have a read below to see if your business has any of the problems in the list:
- Are you looking for a way to speed growth and lead your organisation forward?
- Have you merged with another organisation or been acquired?
- Have you introduced an innovative new product or service?
- Are you developing a new strategy that will change the direction of your organisation?
- Do you need to introduce your products or services to a relevant new audience?
- Have you been involved in a damaging situation that may impact your brand?
- Has it been more than 5 years since you reviewed your brand to check it was still relevant?
- Has it been more than 10 years since you refreshed your brand or rebranded your organisation?
- Have you been exposed to trademarking or legal issues? Is a new competitor threatening your market position? Does your brand tell the wrong, or an out dated story? Do you struggle to recruit the best talent?
If you said yes to two or more of the points above it may indicate that it’s time for your organisation to rebrand.
If your situation doesn’t appear in the list, you may not require a rebrand. Perhaps you need a brand refresh to bring your organisation up to date?
Not sure if you should rebrand or refresh?
Here are some great example case studies for you to read to help differentiate a rebrand and a refresh.