How to know when to rebrand
If you’ve read my recent rebrand checklist, you’ll know that going through an entire rebrand is no small undertaking. There’s a lot you need to think about. But before you even get to that stage, how do you know it’s time to shake things up?
There are a number of reasons that a rebrand might be on the cards. And trust me, I know committing to it can be a daunting prospect. But it could be more detrimental to your business if you don’t do it when the red flags start appearing.
I’m going to take you through a few of the things that might indicate it’s time for the big rebrand.
You never had a brand to begin with.
If you started out with a great idea and wanted to get it up and running as soon as possible, chances are you might have skipped over the finer brand details. My advice? Don’t leave it too late to put your brand in place. Think of it as putting your best foot forward when it comes to communicating with your customers and potential future employees.
It’s the simple law of attraction. You put out into the world what you want to receive. It’s no different in the world of branding. If you’re on the verge of a stage of growth, get the right brand in place to get the right people on board your team.
There’s nothing making you stand out.
If you’re in a crowded marketplace, you don’t want to blend in, or even worse, stand out for the wrong reasons. This is where working with a brand specialist can really help. We’ll work together to find out the things that make you unique and how we can convey that through your written and visual brand.
Be remembered for all the right reasons.
Your current brand doesn’t reflect your values.
You’ve all heard the expression, ‘people buy people’. Well, research suggests that what they really buy are shared values. If you’re currently not clear on what you stand for as a business, this needs addressing. (Here’s a tip. If you’re struggling to get started with your values, start by thinking about what annoys you most. For some reason, people find it easier to think about that first!)
If you’re clear on your values but your brand isn’t conveying them properly, your rebrand is your opportunity to change that. And I’m not talking about splashing them in black and white on your website homepage. Your brand should be a clear example of how you live and breathe those values every single day.
Inconsistencies in your current brand.
Inconsistency can be deadly! Particularly if you’re a growing team, you need everyone to be crystal clear on how to utilise your brand including all the assets. This might also be a red flag that your employees don’t fully understand what your brand is all about. And if that’s the case, time to tighten up the screws and get some firm guidance in place.
No one wants any brand faux pas going out into the world that aren’t reflective of you.
You might also find inconsistency is the root of your problem if you’re struggling to raise prices. If what you’re putting out to the world doesn’t align with the prices you’re charging, chances are people won’t buy into it.
You’ve had negative feedback.
Not everything goes to plan. Unfortunately there will be times where you may get bad press or things come back to bite you. Your brand may be connecting with people in the wrong way. You might even be embarrassed to direct your customers to your brand.
Listen to the feedback from your customers and your employees. What’s causing the disconnect and how can you get things back on track?
There’s been significant changes in your business.
You might have a new audience. Your strategy might have changed. You may have gone through a merger or an acquisition.
Whatever it is, does your current brand still support what you’re trying to achieve? Does it still connect with your target audience? Does it still align with your values? If you’re asking these questions and getting the same ‘no’ answer, it’s time to go back to the drawing board and create something more reflective of the present you.
Is it time for a change?
Whatever your reason for rebranding, make sure you go in with a solid plan like you would any other major project. Book a virtual brew where I’ll help you understand how to review your current brand and plan your next steps.