Most things in life a person can outgrow. Whether it is clothes, people, their living space, it is human nature to keep changing and evolving with time.
Your brand has a life too and is no different. Hubspot discusses the importance of this by stating how successful branding “gives your business an identity beyond its product or service. It gives consumers something to relate to and connect with”.
Brands constantly should be reevaluated and redefined to ensure they are staying in tune with everchanging times while relating to your audience. If your brand seems to be in a rut, that could mean it is time to undergo a full rebrand for your business. Below we have included a few telltale signs that it is time to switch things up.
Brand Has Evolved
Businesses evolve, change, and grow. It could turn out that the identity and mission you spelled out 7 years ago no longer fits as well as it used to.
Ask yourself if your website, logo, business cards etc. still represent what you do as a company. It could even be that as culture has changed, the context of your brand identity no longer means what it did in the past. If you feel your brand is now not accurately represented by your branding, it is time to make a change.
Merge or Acquisition
If you are in the process of a merge or acquisition it could be altering the identity of the parent company. It could be that you now sell a greater variety of products, or there is a need to reevaluate the brand mission with this new combination. Rebranding after a merge or acquisition is crucial to avoid confusing customers and risking brand alignment. It should be looked at as an exciting opportunity to refresh and expand your business!
Changing Target Market
As time goes on, your target market can change with it. One day it is millennials that are the top buyers for your market and a few years down the road it could be Gen Z. Sometimes a rebrand is necessary to ensure your brand appeals to its new target market. If you start to see your traffic numbers dwindling over time, it may be time for a new marketing plan equipped with an entire rebrand to keep things fresh.
Your Message Is Unclear
When a consumer takes a glance at your branding, they should automatically have some understanding of what your company does. If your brand does not answer the question of “What do you do?” it is a sign that you should rebrand. This problem can occur if your brand has grown too complicated and gives off an unclear message. A rebrand can help simplify your brand and pinpoint a clear message.
Differentiate From Competitors
To be the most successful in your market, your brand needs to differentiate itself from its competitors. A rebrand that focuses on the uniqueness of your company and why customers should pick you among the rest can prove to be a worthy investment. This can help you avoid being lost in the mix of your market.
There are many elements that go into a rebrand such as logo design, style guides, messaging, color pallets, websites and more which is why it can be difficult to attack this project alone. Outsourcing your marketing makes rebranding easy while giving you a strategic marketing partner to collaborate with in the future.