Why rebrand and when is the right time?
We’re often told, ‘It’s just not the right time to rebrand’, ‘We don’t need to rebrand, our clients will be loyal no matter what’, or, ‘We can’t rebrand, there’s too much equity in the brand we already have!’
Ahem, rubbish – in the nicest possible way! If there are compelling reasons for a brand evolution or even a revolt, then none of these things hold any water. We’re not being flippant. Recognition of your existing business and brand is important, but it’s nothing that communication can’t solve; take your audience on the journey with you. If they understand that it’s ultimately about them they’ll get it and chances are they’ll love you even more for it.
What is a rebrand exactly?
Many see it as a logo redesign and some as new business cards or a website refresh. But it’s more than that. It’s understanding what really motivates your audience, what makes you an original and how you can stand out from your competition or address change in your business; then telling that story through everything you do. How you look is part of it, but how you behave and what you say are important too. From a design point of view, it’s about more than a logo too, it’s about the colour palette, image style, icons and fonts that come together to tell your story.
9 Reasons to rebrand (but you only need one!)
We’re not saying that everyone needs to rebrand now, today. But there are some compelling reasons to do it and if you answer yes to any of these it’s at least worth a conversation.
1. Does your brand still give your audience the warm and fuzzies?
Your audience isn’t necessarily the same set of people they were 5 or 10 years ago. Trends have shifted, motivations have changed and what people need from your brand may well have changed too. Ask yourself who your audience really is today (and who they could be) and whether you really fit in.
2. Does your brand really reflect and communicate the uniqueness (the white space) you own?
Saying what you do, particularly when lots of others do the same thing, isn’t always going to set you apart. Talking about why you do it, the deep-seated passions that drive you every day to deliver what your audience wants is often far more engaging, motivating and unique.
3. Does your brand reflect the vibe of you and your business?
If you’re the life and soul of the proverbial party but your brand is sat in the corner refusing to make eye contact, then we could have a disconnect. No one will get what makes you special, unless they take the time to get to know you regardless of how uninspiring you look. Unlikely!
4. Does your brand still fit with what you do?
Things change, some ventures fail, new opportunities come up. It’s rare for things to stay the same in business. And as that happens, your brand can become outdated and irrelevant. A rebrand will make sure your identity stays aligned to where your business is.
5. Is your brand lost amongst or, even worse, left trailing behind the competition?
You can’t stand still, well not for too long anyway. Whilst you’re changing your competition aren’t standing still either. Look around, are they making waves while you sit on the sand under a sunshade?
6. Has there been structural change in your business which needs to be managed?
Businesses merge, businesses get bought and sold, they launch into new markets or they diversify into new areas. These new entities bring with them their own communication and brand histories. These nuances need to be understood, managed and given consideration so there is a happy marriage between your brand and these new influencers.
7. Is your brand struggling with negative perceptions?
Things go wrong, suppliers let you down, businesses close – not always by choice – or staff can become unhappy or demotivated. Dealing with a bad reputation, for whatever reason, is tricky for any brand. Things need to change to fundamentally address the issues, but also a rebrand can help solidify a change for the better.
8. Is your brand look and feel inconsistent or a bit of a mess?
People come and go and influence how your brand image looks, you get bored and change things up or you have legacy items like old brochures hanging around that still get to see the light of day occasionally. But brands don’t go well when the waters are muddy. They thrive when things are clear, consistent and relatable. If things are a bit out of control and you’re not even sure what colour your logo should be or how to consistently represent your tone of voice a bit of brand TLC might be on the cards.
9. Does Your Present Match Your Future Aspirations?
If your goal is to sell your business and live out your days sipping cocktails in the Whitsundays, but your business brand isn't necessarily a saleable commodity at the moment, now is the time to make a change. It could be that your brand is too closely built around you as an individual and you need to give it a stronger entity in it's own right. Or perhaps you need to build equity in the brand by increasing the value perception as well as the level of visible engagement on channels like social media. You may want to attract external investors or expand into new, larger and more competitive markets. The right brand will make the job far easier than the wrong one!
So, should you take the plunge?
If any of this resonates with you even a little but then a conversation can’t hurt. We’d love to hear from you at White Space even if it’s just to shoot the breeze about what opportunities you might be missing because you’re busy working ‘in’ your business everyday – as you should be. Drop us an email at firstname.lastname@example.org.