How to know if you need a rebrand
November 7, 2022
How do you know when it’s time to break up with your partner of five years? Well, chances are, something just isn’t working anymore.
In 2015, you used to dig ‘cool’ Kevin’s edgy mullet and how he liked rewearing socks to ‘save the environment’. Then one day you realised – Kevin is less woke than a koala high on eucalyptus…and clean socks actually mean clean feet. You made the change because your values changed and you wanted to go places, right?
Or was your brand created before the internet? Have your goals changed? Has your audience altered over time? Knowing whether or not it’s time for a rebrand can be tough. You don’t want to rebrand for no reason, or just because you saw how cool your competitor’s new website looks and you got jealous – it’s a little more complicated than that. So, how do you know when the time is right?
Are you keeping up in an ever-changing world?
If your last branding refresh was more than five years ago, your business has almost definitely evolved in that time. Think about it, in 2017 #MeToo hadn’t happened yet, Beyoncé hadn’t graced the stage at Coachella and Australia didn’t have marriage equality yet.
Businesses grow and change over time and, as your business evolves, so too should your brand. A good question to ask yourself is whether your brand still accurately reflects the business that you are today and where you want it to go in the future. If your brand strategy is stuck in 2012, it won’t be representative of the business you have today, the customers you have – or the current social climate.
Things change, and fast. Customers move from department stores to Instagram Shopping. You have a new CEO. You’re targeting a whole new market with way better products. When things change, your brand needs to reflect that.
What are the signals that you need a rebrand?
So you’ve asked your marketing team what they think of your brand and they say they still love it. You still think it looks quite good and you haven’t heard any complaints from customers – so it’s all good, right?
Well, the truth is that asking around in the office isn’t always the most reliable way to source honest feedback. Maybe Mark in Accounts doesn’t want to offend you, or Receptionist Grace is too ingrained in your business to be objective enough. So, what are the signals to look for?
- You’re losing market share and you’re not sure why. This could indicate that your brand no longer resonates with your target audience.
- Unsolicited feedback from your customers. Have your customers suggested that the look and feel of your brand is outdated? Maybe someone left a review stating that they didn’t receive the same customer service they used to from your reps and have moved to a competitor. This is a HUGE red flag and the most palpable wake up call that your brand needs to be reassessed.
- Your branding causes confusion. If you’ve had a customer say anything like, “Ohhh, I thought you sold fish tanks” and you’re a boutique picnic rug specialist, your brand messaging might be missing the mark.
Still not sure? Ask the experts 👋 to conduct brand research on your behalf. We’ll use brand audits, reviews, qualitative and quantitative research and evaluation to see where your business currently stands in the market and how your customers are really responding to your brand. You need third party, objective research to validate your assumptions, define who your target market is and what they’re looking for in order to deliver on it.
Do you need a brand refresh or a complete rebrand?
Whether you want to attract new customers or have plans to start selling a new range of products and services, the benefits of a rebrand can be huge. Maybe you want to keep up with (and race past) your competitors. Or maybe you’re heading towards a merger and need to redefine who you are as a business – from the inside out.
Although a rebrand is an exciting opportunity to wipe the slate clean and reinvent your business, sometimes you just need a refresh. Unless you’re doing a complete business pivot, you might just need to inject new life into your brand with a barely-noticeable nip and tuck.
Whether you just need to reposition your brand strategy slightly or create a fresh look and feel that lives up to your client’s ever-changing expectations, a brand refresh can help your business find its mojo again and start growing in a way that you’re proud of.
Is it time you paid attention to your brand
Your brand shouldn’t be something you set and forget. In fact, it requires regular attention to keep it running smoothly. If you haven’t had your car serviced in six years, it won’t be running at its best. Sure, it gets you from A to B, but is it performing to its full potential? Your branding is the same. Take care of it, and it’ll take care of you.
Let’s work together on your next rebrand so that you can become a head-turning business.
