When Is It Time to Rebrand?
Hey there, folks! Let's talk about something exciting today - rebranding! Now, before you start thinking about a complete overhaul of your entire business, let's clarify what we mean by rebranding. We're talking about giving your company's visual and messaging communications a little makeover - think logos, typography, colors, photos, and maybe even a tiny tweak to your name.
Picture it this way: a rebrand is like a haircut. It can change the way you look, feel, and present yourself, but it doesn't have to be a dramatic transformation. Take, for instance, Alaska Airlines. When they launched their first rebrand in 25 years, most people couldn't quite put their finger on what had changed, but they all felt a sense of freshness about it.
Now, here's the thing: not many brands stand the test of time. So, it's a wise idea to occasionally take a step back and see if your brand still mirrors who you are. As a design and marketing firm, we often get asked, "When is it time to rebrand?" Well, we've got seven common reasons for you, based on our experiences with past clients.
Big Structural Changes: If your company goes through major changes like a merger, acquisition, or a new CEO taking the reins, it can significantly alter what your business offers to the marketplace. When this happens, it's time to evaluate how you want to position yourself and connect with your customers in this new landscape.
New Target Audience: Markets evolve, and sometimes you find yourself needing to go after a completely different audience. If your growth depends on reaching the next generation, like Gen Z, you'll want to revamp your brand to visually appeal to and engage with this fresh audience.
Shifting Market: Maybe your revenue is declining, or your business approach is changing. Perhaps a new competitor is making waves. In these situations, you'll need to shift both your messaging and visuals to maintain your market presence and relevance.
Outdated Logo: Sometimes it's as simple as an old logo that no longer feels fresh or meaningful. Your logo can be updated to retain the durability and longevity of your brand while giving it a modern touch.
Reputation Repair: Occasionally, a brand overhaul is necessary to break free from a less-than-favorable reputation. When this happens, commit to new values and align them with a better way of doing business. The goal is to have consumers start seeing your brand in a new, positive light.
It’s Overstayed Its Welcome: The goal is usually to keep your brand innovative and relevant. But over time, a brand can become dated. If your employees are hesitant to share your website or promotional materials with potential clients, it's a sign that you're due for a refresh. On average, brands tend to modify their identities every seven to ten years to stay current.
No Brand at All: If you don't have a formal brand, the message about what you deliver can be confusing. When a brand is gradually modified and refined over many years, its core identity can become muddled. In this case, the challenge is to form a clear definition and understanding of your brand.
And here's a bonus reason:
Sometimes, a company just needs a cause to rally around. Going through a rebrand can give your team a sense of purpose. It's a way to excite your employees and build camaraderie around the process.
So, if you've been pondering when it's time to rebrand, these reasons should give you some clarity. Remember, it doesn't have to be a massive upheaval; sometimes, a little refresh is all you need to stay relevant and connect with your audience. Happy branding!
