A popular question we hear is “How do I know if I need a new brand?”
The fact that you’re even contemplating a rebrand says it‘s most likely time. To know for sure, read on for our list of 6 signs it’s time to rebrand your business.
Contrary to popular belief, a “brand” is not simply a business name and logo. A brand is so much more! While a name and logo are key identifiers, a brand encompasses the entire client experience with your business — their journey from beginning to end. A brand communicates and tells a story, while establishing trust and credibility.
Here are 6 signs it’s time to rebrand:
1. Your business is too generic
If your brand is generic, how do you vie for the limelight? If clients are unable to differentiate your business from others, why would they use your services or buy your goods? Stand out like a pink elephant by showcasing what makes your business one-of-a-kind!
Start by building your brand around the qualities that make your business different and better. These qualities could be creative talent, friendliness, innovative technology, high quality ingredients, and the list just goes on. Make it easy and give your clients a specific reason to buy from you!
2. Your business has stalled
Maybe your branding was working 5 years ago. It attracted new clients, told your brand story, and you were making big bank – but now your business has stalled. Literally you’ve come to a grinding halt, you’ve lost the wind in of your sails… well you get the picture.
If clients are no longer knocking on your door, this could mean it’s time for a rebrand. Whatever was working for you is obviously not working for you now. Maybe what you’re offering is no longer relevant or relatable. Either way, a change is a must! It’s not unusual for businesses to simply outgrow their brand — whether it’s their name, logo, style, or even what your offer.
3. Your audience has shifted
You and your business will grow overtime, so it only makes sense your audience will too. It’s important to understand your audience, so you can make sure you’re still getting their attention. Consider where and how they like to shop, what brands they love, what styles they’re pinning, and who they’re following on Instagram. If your brand no longer fits in with their lifestyle, it’s time to consider a rebrand.
4. Your business has evolved or changed
A new demographic, product, or business expansion may make it necessary for you to change up your branding in order to keep your business moving forward. If you own a business struggling with a bad reputation, a rebrand to help customers see you in a new light may be the best solution.
5. Your brand is dated and needs new life
It’s possible your 1990’s color palette or Comic Sans font is making your brand look outdated. Styles change so often, so stick with classic fonts and colors for your branding. If you sense that your current branding is too trendy and is already beginning to look dated, it’s time for a rebrand.
Your audience will love seeing something fresh, and remember, even the most successful businesses rebrand, e.g. Pepsi, Airbnb, Dunkin’ Donuts, just to name a few.
6. You’ve never actually branded your business
Every business needs quality branding, something people can connect and interact with. If you’ve never invested in branding for your business, you’ve probably been struggling. Sadly, this contributes to the reason why many new businesses fail. But don’t fret, it’s never too late to establish your brand!
Why you should care about your branding
Studies show you only have seconds to make an impression with your branding. Viewers are quick to judge and have a short attention span. If you don’t make a great first impression with your branding, you are missing out on potential clients! (I’m sure you’ve heard this before, but it bears repeating.)
When clients make a purchase they’re not just buying a product or service, they’re buying what your brand stands for. Take a look at Starbuck or Apple. It’s so important to design and brand your business to convey exactly what you want it to say.
A well-crafted brand also shows how put-together you are and builds credibility. Imagine if you walked into a department store and every clerk wore what they wanted. Not a single person was wearing a name tag and shoppers didn’t know who worked there or who to turn to for help. It would be chaos. The simplest things can signal to potential clients you are a credible business and didn’t just throw your business together on a whim. Website design, professional email address, and professional sales material all contribute to an overall professional image.
Ready to rebrand?
Let’s just say, taking the first step in rebranding your business is more than a little overwhelming. Do you hire a freelancer, agency, or try to DIY? Whatever you decide, take your time in figuring everything out. Rushing won’t do you or your clients any good. Dig in and do some research by reading articles about branding and successful businesses, there are a ton of great resources on Google and Pinterest.
Hiring a professional designer will help you create the right messaging and a consistent style for your brand. Finding the right designer can make all the difference. We offer custom brand design and you check out our awesome work here.
What do you think of this article? Do you have any questions for us? Ask us in the comments box below!