I spent time cleaning and purging my closet this weekend and I came to two conclusions. The first was that I am apparently some sort of freak clothes hoarder that still has clothes from over 10 years ago. WHY? What am I holding on to these for? Am I really hoping that low rise jeans and baby doll dresses will be coming back into "style?" No. The answer is no. The second conclusion was that I needed to start shopping with timeless style in mind, rather than trendy.
If I kept your attention this far I'm sure you're thinking, "Great story Genia. Why are you sharing it? I thought I was here for 7 Signs It's Time To Rebrand." Oh, fine people of the internets, you are here for that. Let me now share with you why I started this article like this...
Have you ever walked by a mirror and thought it's time for a style upgrade? Well, friends, brands are no different. No matter where your brand is in its total lifespan, every brand will have to redefine itself at some point.
A rebrand can infuse your marketing efforts with vigor and newly re-established relevance. It can separate you from the pack, enable you to reach new audiences, and even allow you to charge more for your products or services.
But it can be hard to know if you're in need of a rebrand. Typically the signs get lost in the hustle and bustle of everyday life and workplace madness.
Even if you do notice the rebranding signs, the decision to actually embark on the rebranding journey is rarely an easy one. So how do you know when it's finally time to pick up the phone and call us?
The following are 7 signs that your brand is probably ready for an update.
The idea of changing your brand name can be scary, it's worth considering if what you are trying to say is completely different from your brand name. It happens. What seemed like the perfect name 10 years ago now no longer represents what your brand is. Sometimes a company outgrows the name, sometimes the name outgrows the brand. Sometimes changes in cultural context can change the meaning of a brand. Whatever the reason, don't let your brand name drag down your brand itself.
This is probably one of the most common signs that it may be time to rebrand. If reaching for your business card makes you cringe or give a disclaimer explaining why your website is outdated, it's a good sign you're ready for a rebrand. Outdated, unoriginal, boring -- if your professional identity or online presence is one of these descriptors, get in touch with a branding agency.
In my humble opinion, one of the primary goals of branding is competitive differentiation. If you feel like your brand is lost in a sea of marketplace "sameness," why not rock the boat? Repositioning and capitalizing on your uniqueness can make your brand exponentially more visible to potential customers. This doesn't mean brash messaging and bright colors for say a corporate law firm. True competitive differentiation becomes authentic when rooted in your brand promise.
15 years ago when you started, your business model was X, now it's looking more like A. It's okay, in fact, it's great! That means that your company is growing and adapting to fit the market in your area. Kudos you! However, when your business changes, so too must your brand. Your brand should always align with the way it operates behind the scenes, otherwise how else will consumers know what you are offering? You need branding that depicts who you are as a company, right now. Not 15 years ago.
Mergers and acquisitions should always be looked at as an opportunity for rebranding. It's crucial to look at how the acquired brand fits into the brand architecture of the parent company. All too often executives fail to think this through, which can result in the brands both suffering due to the confusion that can come from a lack of brand alignment. Ultimately, if a rebrand is needed, businesses need to make sure that the rebrand accurately conveys to customers what they can expect from them going forward, and the value the merger will bring to their experience.
Staying on top of demographic shifts is simply good business. Today it's millennials. Tomorrow it's Gen Z. The last thing these two savvy demographics want is to associate themselves with the brands of their parent's generation. A rebrand allows you to redefine yourself with the goal of reaching these "new" and untapped audiences.
These days, thanks to social media business faux pas and political missteps can spread like wildfire, transforming a brand into a hot topic in an instant. Rebranding is often the simplest and most effective remedy in these situations.
Brands ultimately boil down to consumer perception, so the value of your offerings are entrenched in the minds of those you serve. By rebranding, you're able to reshape the way your customers perceive you and raise the asking price of your services accordingly.
Often, the first sign you need to rebrand is the fact that the thought of a rebrand even crossed your mind.
Ready to chat about a rebrand. Give us a call. 406-534-9851
