Time for a Branding Update? How to Know When Your Business Needs a Rebrand.
You’ve heard us say it before but your brand is not just a logo. Your brand is the very foundation of your business. As a small business owner and entrepreneur, when you start building your business you’re pulled in countless directions. And because most small business owners don’t start out flush with cash, you have to make strategic decisions on where you will spend money. We talk to many business owners who spend their limited capital on a variety of initiatives, branding not necessarily one of them. The reality is that at some point branding (or re-branding) is critical to your overall business strategy and growth. So, how do you know when it’s time to update your branding or take on a complete rebrand? Here are some signs it’s time.
You bought a logo but it doesn’t always work
To save costs, you went to 99Designs or Canva and downloaded a logo. You changed out the colors to ones that appealed to you. But now you find that there are times where your logo doesn’t quite work — it doesn’t really fit in your social media profile photos, its orientation doesn’t necessarily work in all of the applications where you want to use it, or you see another business that more or less has the same logo. It’s time for a rebrand.
Your brand feels outdated
In some ways a brand is like a wardrobe. Perhaps the logo you originally started with looked fresh and modern but now it reads 2010. The reality is that much like fashion, brands evolve as well. If your logo, brand colors, or overall aesthetic feels dated, it’s time for a brand update.
Your business has evolved
Businesses are dynamic. The fun and challenge of running a business is to grow, adapt and pivot as necessary to stay relevant and successful. Perhaps you started as a charming local bakery but now your coveted gourmet cookies are shipped all over the country. Or what started as a single product has expanded to a whole product line. Your brand should be aligned to your business model and goals. If your brand no longer accurately reflects the scope of what you offer, it’s definitely time for a re-brand.
You’re not standing out
Differentiation is key. At Holbrook we’re firm believers that there’s enough room for everyone but the key is you have to highlight how you’re different from others who do what you do. If you’re finding it hard to see how you’re different than your peers, it’s time for a rebrand. When you hire for a full branding package, your brand DNA, peer and market analysis, positioning and promise are all part of that. Just because you’re doing business in a crowded market doesn’t mean you’re doomed; it means you need to get really clear on what makes you different. Branding does that.
You have a new audience
As your business grows, your target audience might shift. Perhaps you started out targeting primarily women but have found that men are equally as excited about your product. Or the service you offer seems to attract a class of customer who can’t afford your price point. A rebrand helps you connect with your new audience more effectively through a clear messaging architecture, copy tone, and articulating your shared values.
Negative perceptions and associations
Sometimes a company has a PR crisis, customer service issues, or an outdated public image and the brand becomes associated with negative perceptions and experiences. While we’re not advocates of putting lipstick on a pig, we find that the branding process helps business owners get clarity on who they are, what they stand for, and what they aspire to. We think that a rebrand is often a powerful exercise for businesses who need an opportunity to think critically about who they are and who they want to be moving forward, providing opportunity to reset and revitalize their reputation in the process.
Your branding is inconsistent
Critical to gaining brand recognition and trust is consistency. Perhaps you hired an intern to manage your social media but there was no brand guide in place and the result is a hodgepodge of posts that don’t provide a cohesive feel. Maybe that logo you bought hasn’t always worked but you and your team have altered it to make it work. The reality is that if your branding is inconsistent across different channels — read mismatched logos, a mix of color options, messaging that doesn’t sound like the same voice on your website versus your social media — you don’t have a cohesive brand. Effective branding ensures that every touchpoint with your customer (your social media, website, marketing collateral, customer service, etc) is a unified, consistent, and professional image of your company.
Expansion into new markets
Expanding your business into a new city or state or perhaps a different demographic? Awesome, congratulations! Keep in mind doing so also often requires a fresh approach. Different regions and cultures have unique preferences and expectations and as such your brand should aim to meet those. Tailoring your brand to fit within these new contexts can enable your success.
Internal changes
Any time your company experiences significant changes within it — think major leadership changes, substantial process adjustments, mergers — a rebrand is often a smart accompaniment. With major internal change new visions, missions, and values are often soon to follow. It’s important to consider whether or not your existing brand still accurately reflects what your company aims to achieve.
Branding and rebranding are a significant undertaking both from a time and capital perspective. When we work with clients on their brands, they consistently remark that apart from the obvious outputs (read: new logos, color palettes, etc) the process has provided them with much needed clarity on their business. Rebranding can breathe new life into your business and set the stage for future growth. Remember, your brand is more than just a logo – it’s the very foundation of your company. Is it time to update your brand? Book a quick consultation call with us to discuss the details.
