Branding
When is it time to rebrand your business?
By Jeff Morvil · · 5 min read
[Sample post] A rebrand is a big decision. Done for the wrong reasons it wastes money; done for the right ones it can reset how customers, employees and investors see your company. Here are five signs it is time.
1. Your business has outgrown its name or logo
Many companies start with one service or one location. If your name or logo no longer describes what you do or where you do it, customers will be confused about whether you can help them.
2. You look like everyone else
Line up your logo, website and ads next to your three closest competitors. If you could swap the names without anyone noticing, your brand is not doing its job.
3. You are embarrassed to hand out your materials
If your team apologizes for the website or hides the brochure, the brand is costing you sales and confidence.
4. Your audience has changed
New customers, a new generation of buyers or a move upmarket can all require a brand that speaks differently.
5. A merger, acquisition or new leadership
Big organizational change is a natural moment to clarify who you are and tell the market.
Refresh or rebrand?
Not every problem needs a new name. A brand refresh keeps the equity you have built while modernizing the logo, colors and messaging. A full rebrand starts from strategy. The right answer depends on how much recognition you have and how far the business has moved.
- Start with customer and employee research
- Decide what to keep before deciding what to change
- Plan the rollout across every touchpoint
- Launch internally first