When is the right time to rebrand? 6 signs that it could be now

With so many big companies going through the process of rebranding recently, it’s no wonder your business might be asking the question – should we be rebranding too?

Rebranding is part of the natural cycle of every strong brand, and it can be integral to the growth of your business. Rebranding can make customers more likely to choose your product, building a foundation of customer loyalty, and even attract and retain your employees.

However, we also see a lot of companies rebranding for the sake of rebranding, and this could be a very expensive and time consuming effort with no real reward or significance.

There are several signs you can look out for that suggest it might be time for your business to consider rebranding. They might be small niggling thoughts in the back of your mind, or glaring errors in your current branding that need to be addressed. Wherever the signs are showing up – pay attention to them.

Here are our top 6 signs that it could be the right time for your business to rebrand.

 

1. Your company name has changed

Sounds obvious, but if you decide to change the name of your business, you’ll need to reassess the entire brand alongside it.

We get it, you chose your name ten years ago and it seemed like a great idea at the time. Since then, your company has evolved and grown and the name no longer represents what your business is all about.

When changing your brand name, it’s worth bearing in mind that your logo, website URL, social media handles and email addresses will all need to change too. In our opinion, this is the perfect time to rebrand and shake things up!

 

2. Your branding doesn’t stand out from the crowd

We see it all the time, with industries relying on a certain type of “look” to make sure they’re seen as corporate enough or professional enough, but actually they all end up looking the same.

If your company’s branding has morphed into a variation of your competitors, then how are you going to stand out from the crowd?

A rebrand could help you to showcase your unique assets and selling points, as well as your key differentiators such as your competitive advantage. It’s also a great time to experiment with different styles, colours and narratives to help showcase your company’s personality.

 

3. Your target audience is shifting

If your core audience has changed, or is in the process of changing, your current branding might not be best positioned to resonate with them effectively.

Capturing the attention of your target audience and generating their loyalty starts with making sure your brand is relevant to them and their needs. If it was originally developed with a different audience in mind, it could be time to rebrand and incorporate your new audience’s motivations, preferences, needs and buying habits into the design.

 

4. Your company is expanding

With success often comes the urge to expand, and if your business is undergoing a merger or an acquisition, it’s almost certainly the right time to rebrand. With a new partnership or ownership comes a new era, so it makes sense to give the company a fresh new look and feel to go along with it.

You might be constrained by an old logo that doesn’t adapt well, or by a website or even a brand name that’s too product-specific. With any acquisition, it’s important to look at how the new brand fits into your current brand, and make some changes so they can work seamlessly together.

If expanding even further is in your future, it’s a good idea to build these goals into your new branding, ensuring it’s adaptable and flexible to accommodate more changes later down the line.

 

5. You’ve outgrown your old branding

This one isn’t really a question of if, but a question of when. At some point down the line, your company is going to outgrow its original branding and it will become outdated.

If the look and feel of your brand is stale and you’re embarrassed to hand out business cards or refer people to your website, it could mean that it’s time for a brand refresh.

While a new logo and some shiny new brand assets is tempting, remember that an old logo and an outdated logo are different things. If your brand is already well-established, and your audience feel connected to your current branding, it could do more harm than good by trying to modernise just for the sake of it.

In these instances, audience research is vital to ensure your rebrand is going to have the impact you want it to.

 

6.You want to attract top talent

The final sign that it might be time to rebrand is if you’re trying, but failing, to attract the top talent into your staffing teams.

It may come as a surprise, but your branding is just as important to your employees as it is to your customers. The best talent wants to work for the best brands – so if you want to reach the most motivated and talented people from the competitive job market, having strong branding may help you find them.

So if you’re currently experiencing any of these signs, it sounds like it might be time for you to consider the big rebrand. Remember that undertaking a rebrand is a big commitment. It can be expensive, time consuming and has the potential to impact so many things.

However, with the amount of measurable benefits that come with rebranding, it’s likely going to be an investment that pays off again and again, for many years to come.

 

If you’re considering a rebrand, and want to discuss your options and requirements – we’d love to chat! We’re a small studio with a big heart, and we work with partners from all sectors, whether you’re a start-up or a massive global brands. Get inspired by some of our previous work and let’s chat.