Be brand new!

Times change, and so do tastes. Often, brands outgrow their initial branding or marketing materials, and may need to upgrade their logos or websites as time goes on. It’s nothing to be ashamed of, and signals the growth of a company.

But there’s no timer set for when a rebrand needs to happen – it’s all at the discretion of the company themselves. This article will discuss some of the main reasons why a rebrand might be necessary, and how to go about it!

blank cds, paper and and general white, non-branded items

Why rebrand?

Doing better business relies on a brand’s image being squeaky-clean and appealing to the customer base. Relevancy is also an important factor in a brand’s lifecycle – a rebrand can inject some freshness into the mix.

Wanting to gain an edge over your competition is also a good reason to rebrand. You can use effective branding to propel yourself forwards. By being more appealing to your target audience, you can direct attention to your products or services, instead of losing out. This is because branding is intrinsically linked to trust.

Benefits of a rebrand

Telling people your website name, or handing them a business card shouldn’t be a daunting task. Changing a name so it’s easier to pronounce, removing a cringe-worthy name that was thought up in a different time entirely, or simply just choosing a better fit could be a reason to rebrand your business’ name.

If you’re making the choice to target a different market demographic, you should definitely consider a rebrand. By differentiating yourself, you remove any confusion that could arise from who your product or service is aimed at.

the dictionary definition of brand

What happens during a rebrand?

On larger projects for more established businesses, research will be carried out to find out whether a rebrand is necessary. Current brand perceptions will be polled, as well as the projected success rate of undertaking a rebrand. Then, the brand is repositioned according to marketing opportunities and customer needs. After this, the visual (logos, colours and typography) and verbal (messaging and communication) identities of a brand are reimagined.

When rebranding, a company should also undergo some internal changes. By defining your goals, budget and timeline for any changes to occur, you’re preparing for realistic and achievable changes to take place. This will put you in good stead to land on your feet when the changes go live.

blank paper and envelopes

A new Identity!

Finding the right partner to help you through the process is also important – why not try the Identity Agency? We’ve had experience with overhauling websites, and designing logos from scratch – and that’s not even the half of it!