No matter if you are just starting a business or a launching a new product, or if you feel a change is needed, branding is on your mind.
However you got here, you’re not happy yet, but we are here to help. With a brand from scratch, or with its rebranding.
Fortunately, rebranding is not uncommon – many major brands have successfully rebranded in the past.
But first, let’s make sure you have the right reasons to rebrand. Knowing the risks of rebranding can help you determine whether or not you’re going into a rebrand for the right reasons.
If you’re looking at rebranding your business because sales have been slow or brand awareness efforts don’t seem to pay off, you might want to reconsider – these issues could be solved by creating a new marketing strategy, or conducting market research to identify the underlying cause. Contact us for next steps.
But if you’re considering a rebrand because your company’s vision, mission, values, and market are no longer reflected in your brand, a rebrand is the right call. Here is a checklist for saying YES to rebranding:
- New locations – if you’re expanding to international markets who won’t identify with your current logo, messaging, etc.
- Market repositioning – if you reposition your business to target a completely new customer profile (whether through product, place, price, or promotion).
- New philosophy – if your business’s mission, vision, and values are shifting and pivoting the direction of your business.
- Mergers and acquisitions – when two companies come together, two brands come together, as well.
But there are a few reasons NOT to rebrand to consider:
- Boredom – too often, people consider a rebrand because they’re tired of seeing the same logo and slogan everyday. Remember that your customers see it less frequently and might love that signature color of yours.
- Covering Up a Crisis – whether there’s a persistent internal issue or fending off bad press. People will recognize it for what it is: a cover-up.
- Impact and ego – for new managers, a rebrand might seem like the fastest way to make a stand. But an institutional change justifies a rebrand. More often than not, new leadership that insists on a rebrand is doing it more for themselves than the company.
- Looking for attention – sales are slow, brand awareness efforts don’t pay off. It is not a reason to jump into a rebrand. At best, you’ll generate some short-term buzz, without the sales and marketing strategy to sustain it. At worst, you’ll lose whatever brand recognition you had and set back your sales and marketing efforts.
If you’ve determined a rebrand is the right choice for you, we will help you with a rebrand strategy.
If we convinced you rebranding is not the best next step, let us get in touch to set the next steps for a marketing strategy that would serve your exact purposes.