The Indicators of a Brand Makeover
As creatures of habit, it can be difficult to make big changes or alterations, especially when it comes to our careers. But just like that old t-shirt you love so much from 2002, the one with 3 stains and a couple holes around the collar that you just can’t seem to get rid of – sometimes starting over is in fact necessary. Although that feeling of nostalgia can be a good one, it’s not always effective.
When you’re working in a particular brand, company or business each and every day for a significant amount of time, it can be difficult to spot irregularities or issues in your branding. That’s why we’re here to help you! We’re going to be breaking down a few signs that you may have seen that could be an indicator that it’s time to rebrand your business!
Taking a step back to breathe new life into your brand could be the best marketing plan yet. However, it’s important to only undertake a rebranding when it is necessary, as it can become increasingly expensive and take a toll on your sales and success! With that being said, if you’ve noticed it is in fact time for a change – out with the old and in with the new! Lets dive in.
Why is rebranding necessary?
Rebranding is necessary for companies to stay competitive in a changing market. A brand is a company’s public identity and rebranding involves giving it a new look and feel to match the changing needs of the customers. By rebranding, companies can expand their business and reach out to new markets. It also helps them create a strong brand identity that resonates with potential customers. Companies that successfully rebrand their business gain more attention from the public and become more attractive to investors. Therefore, if you want to successfully rebrand your business, it is important to take all the necessary steps such as research, planning, and execution. Rebranding can be expensive but it’s worth the effort if you want to keep up with the competition and make your brand stand out in today’s market.
What are the benefits of rebranding?
Rebranding can offer a number of benefits to businesses and organizations. It can help to create a more modern look and feel, increasing the visibility and recognition of the brand. It also provides an opportunity to better align a company’s image with its values or mission statement. Rebranding can also be used to reposition a business or organization in the market, helping it stand out from competitors or attract new customers. Additionally, rebranding allows companies to keep their messaging up-to-date with current trends and technology, allowing them to remain relevant in the marketplace. Finally, rebranding can help refresh consumer perception of the brand, creating an opportunity for increased sales and customer loyalty.
1. You aren’t attracting the right target market
If you started out your business with a particular vision for an ideal target market, then you’re already on the right track. However somewhere along the line you may have realized that much like that stubborn ex of yours, your target market wasn’t really interested either. This may be due to a number of reasons related to your branding – you may be targeting the wrong audience, your target group might be too broad or your price point may be too high. Whatever it may be, consider a rebranding as a way to start from scratch. By doing so you’ll be able to make a careful selection of a particular, defined target market that suits your brand ideals. Consider making alterations to your brand’s appeal based on your original target market, or consider a change in brand identity to identify a completely new target audience.
These processes can be particularly time consuming but could be well worth it in the end! Consider changing the logo, colour scheme or website of your brand. If you feel as though these changes are too superficial, you can also look deeper into the internal processes and products of your company too.
2. You no longer feel driven or inspired by your brand
We’d like to think that you started out on your business venture with a burning passion and excitement for success. Over the years however, if you’ve noticed that you no longer feel particularly inspired or driven about your brand, then it’s likely time to revisit the drawing board and make some changes. Although money and success are important, it is equally as important to maintain some less superficial goals like your passion and enjoyment of your job. A lack of interest in a brand or company is often reflected in the marketing efforts and overall feel of the business.
Why not get that spring back in your step and consider a revamp? Enthusiasm spurs authenticity and authenticity spurs success! By taking a closer look at your brand’s aesthetics, website, colour scheme and overall vibe, you’ll be able to survey whether particular changes will light that fire in you again.
3. Your business seems unfocused
Starting a business and sticking to clearly defined goals can be rather challenging, as you’re tempted to try out a range of different paths to see where they might lead you. However, this can have a serious impact on the overall success of your business – in this case, less is definitely more. If you have noticed that your customers or clients are being offered more options than you had originally intended, it may be a good idea to take a step back. In order to have a successful brand or business, it is very important to have a clearly defined product or service. If you have invested in too many areas or spheres, your companies focus may have become too broad.
In order to avoid losing sight of your original goals, a rebrand may be a good idea. We all know how easy it is to get caught up in things that are unclear or new to us, as we desperately try to dedicate our energy to as many things as possible. Consider a rebranding to refocus your energy, trim the fat and set a clear path to a clearly defined goal.
4. Your branding is not aligned with current trends
The truth of the matter is – if you are not staying up to date with the latest design, layout, font and colour trends, its likely your brand will receive less attention. Aesthetic trends are a surefire way to ensure that your brand maintains a sense of relevance within contemporary culture. Colour palettes, layouts, fonts and design techniques come in and out of style every so often, so make sure to be on top of what is in and what is out. If you fail to do so, it can make the branding of your business appear outdated.
As a rule of thumb, we advise taking a trip back to the drawing board to evaluate your current trend status every 3-4 years. It is around this time that major design changes are made and a whole new set of trends will appear. In order to ensure that you incorporate trends into your branding in the right way, make sure to always include a personal touch of some sort. Although trends come and go, it is equally as important to include some classic elements in your brand design – something that will never go out of style. Classic design elements are a great way to ensure that you don’t hop on a trend that goes out of style within a few months.
5. You aren’t standing out
Finding a way to stand out or set yourself apart from the rest is one of the most difficult tasks that brands and businesses around the world all struggle with. With an increase in competition and saturation of the job market, having a significant, long lasting impact is becoming increasingly difficult to achieve.
If you notice that your branding is rather similar to that of another company, you’ll need to make some changes to set yourself apart from the competition. Whether your company has grown, you haven’t paid attention to the trends, or you have lost your sense of passion – you’ll need consider a rebrand that grabs the attention of potential clients or customers. Blending in amongst your competition is perhaps the biggest sign you need to rebrand your business. If you’re reading this and this is ringing true to you… you know what to do!
If you do decide to venture out into ways that you can stand out, make sure to still stay true to the goals and values of your brand. Similar to who we are at our core, your brand identity should always remain true to itself in regards to values, goals and ethics. When looking for something to make you stand out amongst your competitors, make sure that the thing you change is still resemblant of your brand and does not portray a false image.
Some examples of recent major rebrands
A few brands that recently had a make-over are Burger King, Pfizer, Apple and Citroen. Honestly we’re not really sure if every rebrand is a success. What do you think?
With all of this being said, it’s important to remember that branding is a concept of the present. It can be relatively easy to get caught up in the day to day activities and responsibilities of running a business, which in turn results in a neglect for the current aesthetics and branding success of your company. It is important to keep these 5 signs we mentioned in the back of your mind at all times. In doing so, you’ll be able to optimize your business and brand for the NOW, the present moment as it stands in the market today. Goodluck!
So, You’ve Decided to Rebrand. Now What?
If you’ve reached the end of this article and have noticed that it is in fact time for you to construct a rebrand, however you just simply do not have the time or the resources – we’ve got you covered. Consider hiring a freelancer to tackle any part of the rebranding process that you are not able to do yourself. There are a number of resources available, but we’re going to be highlighting 2 of our favorites.
Fiverr, is an online marketplace for a number of different freelance services. Using Fiverr you are able to browse through the portfolios of different freelancers, narrow down your search via filters and ultimately handpick a freelancer that appeals to your needs.
Similarly, 99designs is an online graphic design service offered by Vista. This platform offers a number of professional design experts from all over the world that will undoubtedly be a great help in rebranding your business.