Does your brand need a rebrand?

How do you know if it’s time for a rebrand? 

Your brand is how your company presents itself to the public and differentiates itself from competitors. A good brand effectively tells the public your value proposition, establishes credibility and trust, and targets the right audience. Your brand identity is the visual elements that make up the look and feel of your brand. 

A rebrand is a change in the corporate image of a company or organization. You may change anything from your name, logo, symbols, images, or packaging. In effect, you’re repositioning your business in the marketplace and public eye. 

Rebranding can revitalize your business but only if the benefits outweigh the costs. Rebranding is an investment, and requires careful consideration and strategic planning. 

Here are some of the signs that your brand needs a rebrand:

1. Market positioning

2. Outdated image - Your brand is dated and doesn’t reflect current trends. This is not just a matter of aesthetics because as a result, your brand might appear less appealing or trustworthy to customers.

3. Changed market conditions - Your current branding doesn’t address recent shifts or market trends in your industry.

4. New target audience - You want to reach a new demographic that your current branding doesn’t resonate with.

5. Business strategy

6. Mergers and acquisitions - A rebrand can help unify companies of a recent merger or acquisition. Leadership changes can also spark a rebrand.

7. Diversification - Perhaps you’ve introduced new products or services that aren’t reflected in your current branding. 

8. Geographic expansion - Expansions to other markets may require branding that resonate better with local cultures and preferences.

9. Brand perception

10. Negative associations - Your brand might have suffered from negative publicity or is associated with outdated or unfavorable concepts.

11. Customer feedback - You’ve received feedback from customers indicating confusion, lack of connection, or dissatisfaction with your current brand identity.

12. Competitive landscape

13. Increased competition - You might need to rebrand to stay competitive if new competitors have entered the market.

14. Differentiation issues - Your brand is getting lost in the crowd or is not sufficiently distinct from competitors.

15. Internal factors

16. Employee morale - A refreshed, modern rebrand can make employees feel more motivated and engaged with a brand they can be proud of.

17. Alignment and values - Make sure your branding reflects your company’s mission, vision, and values accurately.
    

There are 5 key steps  to evaluate the need for a rebrand:

1. Conduct a brand audit - Assess your brand’s strengths and weaknesses as well as how it is perceived both internally and externally.

2. Analyze market research - Understand market trends, customer preferences, and competitor strategies.

3. Gather stakeholder feedback - Collect insights from customers, employees, and partners about your brand. 

4. Review business goals - Ensure your branding aligns with your strategic business objectives.

5. Assess brand consistency - Evaluate whether your brand messaging, visual identity, and customer experience are consistent across all touch points. 

Remember we said that rebranding is not always a good idea—notably when the costs outweigh the benefits.

Here’s when not to rebrand:

• Short-term problems - If issues can be resolved through marketing campaigns or operational improvements.

• Lack of resources - Rebranding is a significant investment in time and money. Ensure you have the necessary resources.

• Brand equity - If your current brand has strong recognition and equity, a complete overhaul might do more harm than good.

A rebrand is a significant decision and it’s important to weigh the pros and cons and to set up a strategy before diving into any big changes. But for some brands like Starbucks, Instagram, and Apple, a rebrand can make all the difference. 

Schedule a discovery call with Media À La Carte to discuss your rebrand and set up a shoot date in our exclusive Studio À La Carte photoshoot space.