Rebrand is a term that strikes a certain trepidation in business owners. It’s at once scary and exciting; strangely daunting for a seven letter word. It’s also one of those things we’re never quite sure when to begin and as such often gets put off for years. But this can be problematic, and ignoring the signs can cost customers and money.
It’s true that rebranding is a time consuming process, so it’s imperative to be sure that it’s the right move before beginning. Fortunately, there are some signs to look out for that it may be time for you to take the next step on the journey. Here are ten such examples.
1 – You’ve outgrown your brand
Sometimes, things go even better than expected. Earning success through hard work is gratifying, but things can go unnoticed. Growing particularly fast can leave you in a position where what you started with doesn’t fit.
Even if you’ve constantly reviewed your brand, eventually you’ll outgrow it. Going through growth is a good indicator you may need to look at your brand.
Throwing everything out isn’t necessary, however. It’s worth thinking about a brand audit to uncover what to keep and what to change.
2 – You’re not connecting with the right audience
Audiences change just like businesses. Connecting with people over time can be difficult and people can switch off if brands don’t resonate. A business may be trying to bring in a new audience, but the messaging is falling flat.
All of these reasons could mean your brand isn’t connecting with the right audience.
A rebrand can be a great chance to appeal to a whole new demographic. Different generations have divergent needs and desires. Over time a demographic can change, so your brand should too.
3 – Your offering or strategy has changed
Businesses change and evolve over time, so do their products and services. Starting out selling one thing can lead to opportunities elsewhere, and soon your brand no longer matches your offering. You could then see a downturn in interest if you don’t make a change.
Going through a rebrand to better match services and strategy is just good practice.
This could also be a great time to future proof the brand. Thinking five, ten or fifteen years down the line as part of your strategy allows you to rebrand to suit your trajectory. Your brand may look and feel totally different with an alternative goal in mind.
4 – Your market can’t differentiate you from your competition
You want to stand out (for the right reasons) in business. Being confused or lumped in with your competitors is a huge red flag. Rebranding to highlight your differences is a brilliant way to stand out in your market.
A rebrand can also help you discover your differences. If you find your message and brand start feeling too similar to others on the market, it’s time to assess your brand.
Brand values and ideals can be a great place to start. Values that match your target can help gain a larger market share and a more loyal customer base.
5 – Your name no longer reflects your vision or goals
Naming a business is difficult because people believe that their stuck with it for good. This is not the case. Having a name that doesn’t work for your business can be a real problem. Changing it as part of a rebrand breathes fresh life into the business and can attract new demographics.
Name changes are not uncommon and reflect the needs of an evolving brand. Meanings change as society evolves – if your values are right, a matching name will bring more people to you.
Unique, memorable names are incredibly important as people get more options.
6 – Your brand has become cluttered or overcomplicated
Over time, you’ll add more and more to your brand. Without constant attention, this can get overwhelming. New ideas are great, but without consistency things can get cluttered. Holding a brand audit can help find this clutter and prune any unnecessary baggage.
Confusion is the enemy of a good brand, and a cluttered, overly complex brand could be putting off potential clients.
The great strength of a good rebrand is that it will look backwards as well as forwards. It will understand the journey so far and take what worked and remove what didn’t, creating a more efficient brand going forward.
7 – You cringe when handing out your business card
Or when someone asks for your website or social. Sometimes we know it just looks wrong. This is a great indicator for a rebrand. Although a great brand is designed with the end client in mind, that gut instinct can still tell you something is wrong.
I’ve lost count of the number of times someone has passed me a card and said ‘please don’t judge it’. You deserve to be proud of your brand. Cringing when handing out a card is a tell-tale sign that something is off with your brand.
8 – You’re finding it hard to raise your prices
If you’re finding it hard to raise prices, it may be an image problem. We subconsciously attach value to things, and if they don’t match prices, people will walk away. Ultimately, brands are only what they are perceived as by the customers. Clients won’t pay a premium to a brand that appears cheap or as a budget option. Conversely, brands that have a premium feel can boast higher prices.
Rebranding to better match the perceived value your audience sees can allow you to up prices. If customers feel like they are getting a premium service, they’ll be happier to spend more.
9 – You did it yourself and lack consistency
Not everyone can be a designer or brand specialist. But we all have to start somewhere. Often in the early days of business, owners will attempt to do everything themselves before they have the means to outsource. There’s no shame in this, and it’s how a lot of businesses get their start. There comes a time, however, that you need to bite the bullet and get a professional in.
Usually, this is when you start to feel things are inconsistent. At this stage, it’s worth looking at a rebrand to bring everything together across print, digital, social and strategy. The great thing about this sign is you’re probably in a financial position to sort it, and doing so can further increase revenue.
10 – The visuals don’t communicate the experience
Also known as disconnect, this is when your brand identity (colours, fonts, logo etc) don’t match customer experience and expectation. This can mean negative feedback; if customers expect x but receive y, it can cause frustration.
Your brand should amplify the feelings you want your market to associate with it. Your brand touchpoints should always embody the character and personality of your business.
In this scenario, a rebrand can help manage client expectations and realign experience with feelings, creating happier clients.
The signs are all there – what next?
When you start noticing these signs, it’s time to act, but don’t be hasty. A rebrand takes both time and money, and can be a difficult exercise. There are a few things you can do to prepare. Firstly, make sure everyone in the team is onboard. A unified front is imperative to building a good brand, so internal dilemmas should be addressed first. Secondly, define what you want to get from the rebrand. Goals, timeline and budget are important information, and will often vary on the size or complexity of the rebrand. Finally, find the right partner to take the journey with. There are thousands of excellent designers and brand specialists, and finding one who you gel with is vital. They’ll be asking deep and personal questions about the business, so it’s important you can be honest with them.
A rebrand isn’t an if, it’s a when. Being on the lookout for the above signs can help you find the correct time for your rebrand and make the experience much more enjoyable.
Are the portents signifying it’s time for a change? Book in for a free discussion here. If you have any questions about your potential rebrand, contact me here or email direct to email@example.com
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