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Some people still think that a brand only refers to a company’s logo, but this couldn’t be further from the truth! A brand includes your name, colour scheme, symbols, images, collateral and even the tone of voice in which you communicate. All these elements combined create the idea that people have in their mind when thinking about your business.
A good brand is consistent, allows clients to recognize you and most importantly makes your business stand out from your competition. Making the decision to rebrand shouldn’t be done lightly, however there are various valid reasons for rebranding your business. Read our list below if you’re wondering whether it’s time for a rebrand!
Think about rebranding if:
1. You never had a brand to begin with
It’s understandable that you opted for a cheap or DIY logo when you started your business out of your parents’ garage 10 years ago. But now that your business is established and you want to be seen as a leader in your field, that Microsoft Word logo is just not going to cut it anymore! You need a brand to reflect your vision clearly and communicate your offerings in a way that stands out.
2. Your current brand is outdated
Fonts, colours and shapes that looked “hip” in the early 2000s might look out of place today. This could be the result of initially designing your brand based on the design trends at the time. A strong and unique brand should take trends into account, but not conform to them!
When rebranding, establish a clear strategy behind your brand and let this guide your design decisions. Does your brand currently feel “all over the place” with different colours, fonts and templates clashing over multiple platforms? Then it’s definitely time to develop one cohesive brand to use throughout print and digital platforms.
3. Your brand doesn’t stand out
Simple or minimalist branding is a big trend, but if your brand is too plain it will quickly be forgotten. The same goes for brands that look too much like the competition. Your brand should speak to your business identity. It should tell the client what makes you different from your competitors, not blend in with them.
4. Your business has changed
Changing the company’s name, the products/services you offer, or expanding your team are all indicators that you might need to change your brand as well. If you don’t change what you externally communicate to your audience, how will they know that your business has grown and developed? This is especially true if you’ve recently merged your business with another and are looking into aligning your brands.
5. Your target audience has changed
As your business grows, you might be offering new products, which could in turn attract new target audiences. A rebrand allows you to redefine yourself for your ideal target audience. So, ask yourself who you want to attract, what type of people would buy your products and what type of lifestyle they lead. After all, a brand that appeals to a middle-aged woman with five yorkies won’t appeal to a gaming-obsessed teenage boy!
If you’ve identified one or more of the reasons above it might be time to think about rebranding. But, don’t just rebrand on a whim! Remember, you’re brand is the foundation for all communication to your audience and changing it will affect all other aspects of your image – from business cards, social media and email signatures to your website and packaging designs.
Don’t know where to begin the rebrand journey? Well, branding is one of our passions! We’ll gladly provide you with an assessment of your brand and a game plan for rebranding your business.
Otherwise join our mailing list: firstname.lastname@example.org
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