The Art of Rebranding – How do you know when it’s time to rebrand?
You could be a small company or a big corporation, the two most important things are your brand and corporate identity, as they go hand in hand. They are dependent on each other and make the connections between your company and the customers.
Rebranding is the creation of a new look and identity for a company, product, or website. It could include a complete change of name, logo design, market, etc, or it could be a few subtle changes such as a visual redesign or a new marketing strategy that brings in a new target audience.
Are you wondering whether your small business needs a rebrand?
Take a look at some of the reasons that a rebrand could be beneficial below:
Change in ownership
A merge, de-merge or an acquisition could be a reason to rebrand to create a new identity or a rebrand of products. Give it that fresh feeling again!
A bad reputation of a brand can negatively impact the business and its operations. A rebrand can help wipe the slate clean and set the terrain for a rebuild, dispel the negative associations and could help restore the company’s reputation.
Repositioning on the target market
Let’s say you have a well-known and respected brand that is primarily for children, but lately sales have dropped and you have chosen to add a new venture to the mix that has a different target audience, should you rebrand? Yes, your visual identity and marketing strategies may work for targeting children and their parents but it might not do so well for other audiences your new venture needs to reach. Your branding should always reflect your identity, the market you’re trying to conquer and your values.
Companies and brands are not static, they evolve. With so many trends, beliefs and opinions of the world evolving on a daily basis, companies and brands need to evolve too, or they could get left behind.
Tips for rebranding
Create a story for your brand
Find out who your audience is and what makes them resonate with your product or service.
Do your research
Talk with your customers, and employees. Get feedback from them and analyse your current branding and what next steps you could take. Present new ideas to them and see how they react. You need to know what people think of your current brand to be able to gage how the market is changing in order for you to change with it.
If you don’t know exactly what you want, you will end up spending huge amounts of money on one failure after another. If you have a idea but not sure how to branch it out in to your whole brand we can help you with this!
Create a visual image and stick to it on all platforms
It doesn’t matter where your customer finds you; on the high street, social media, or your official website. They need to know who you are, and recognise your brand wherever they are!