When we say ‘brand’ we don’t only mean the company’s name and logo, as there is so much more to it than simply just that. By ‘brand’ we understand everything related to that company and what it represents, from the smallest detail to the most obvious one.
Branding is about what makes your business memorable; it’s about the feeling people get when hearing about your business or entering your store; it’s about the customer experience they get whenever they contact you via email or phone.
However, a business’ logo is a key ambassador for a brand, which means that it is important to be a strong one. A good, well-picked logo establishes trust and credibility and successfully communicates what your company does and how it does it. Yes, it’s a lot of responsibility for a logo, which is exactly why it deserves the spotlight.
In the past few years, numerous brands such as Dunkin’ Donuts, Uber, Unilever and more have rebranded their business and changed their logos. However, how do you know when it’s time to rebrand? We’re going to tell you all about it!
When to rebrand your business
There are quite a few good reasons to rebrand your business and one of them is to differentiate from the competition. Meaning, if your company name is quite generic and the logo is similar to your competitors, then it is definitely hurting your brand. In this case, rebranding can help your business stand out and showcase the things that make your company different.
For example, think about Google; its original name was “Backrub”!
Another good reason to rebrand your business is to renew outdated branding. It is quite possible that your old-fashioned 1990s color palette and icon style are dragging your brand down and making your business look outdated, which is definitely something you don’t want. When you look around and see modern, different, standing-out logos it means that it is time you get rid of the old and come in with the new.
Great design can make or break a business, so make sure your branding is as top-notch as possible.
You should also think about rebranding to outgrow a possible poor reputation of your company. If your business is going through a rough time overcoming a negative reputation that does not seem to go away, a rebrand can help consumers see it as a fresh start, and in a better light.
If your business evolves, then it is also a great time to upgrade your branding. If you expand to a new market, for example, it is very important that your new customers and prospects can connect with your brand. So, make sure your rebranding will make that happen!
How to rebrand successfully
It may seem easy, but simply changing a few colors here and there is not going to cut it. Rebranding is all about telling your story from a new and improved perspective. To make this happen there are a lot more things that you need to take into consideration, such as:
1 – Be true to your mission and values
Before you decide to change pretty much everything it is detrimental that you and your team fully understand the company’s mission and values. Asses what makes you special, put it down in writing if you must and don’t let it out of sight.
2 – Manage the rebrand carefully
A rebrand is not an easy task: it takes a lot of organization, research, market analysis, competition analysis and honesty. You must be honest with yourself and with your brand and make sure what you put out there is your personal best. Moreover, making sure that your final logo and branding is as perfect as possible is vital. You might find yourself in the position of needing an entire new logo and you won’t know where to start. It is better to be safe than sorry, so if you find yourself in a rebranding position you may want to try using this logo creator that will help you come up with amazing ideas for your brand. A fresh, unbiased perspective can sometimes be exactly what you need!
3 – Rebrand in such a way that it still matches your current branding
Yes, rebranding means change but it does not mean clearing it all up and coming in with something completely new that your audience is simply not going to understand or connect with. You want your audience to remember you, know you and see the beautiful change and growth in you, not make them feel as if they are just meeting you for the first time
4 – Keep the market and your competitors in mind
Look around the market and see what your competitors do; what do they look like? What do they focus on? How is their color palette? You want to make sure that you differentiate from them and be one step in front of them. You wouldn’t want to be too much in the moment so that you end up looking dated too fast!
5 – Launch and let the world know the new you
Don’t waste your work by not letting people know about it! Make sure you plan your rebrand launch and be prepared to ask a lot of questions with full confidence. You must own every change you’ve made and have a solid, honest explanation and story that will let people know why this rebrand was necessary and how it is going to improve your business, and how they, as customers, will benefit from it.
Rebranding has never been easy, but in some cases, it can be the one thing that dramatically changes the dynamic of the entire business. It can help your business come back to life, fully reborn or head into a completely new direction as long as you do it right!