20 May 2021
6 Signs It’s Time For A Rebrand
It’s no easy task to undergo a complete rebrand.
We are here to tell you that it’s not as daunting as it might seem — and it’s better for your business in the long run. Plus — we love rebranding. It’s when we can get all into the nitty-gritty of your business and find out exactly what makes you tick.
If you’re still on the fence we have rounded up 6 reasons why it might be time for a rebrand.
1. Maintain relevance
A key reason you might be thinking of updating your business is that your current branding is outdated.
Design styles come and go, which is why it is important to pick a brandmark that can withstand the whims of trends. Maybe you just haven’t changed your brand since the 2000s (or you’re waiting for it to come back in again). Updating your branding with a simple visual overhaul is a great way to breathe new life into your business and can work brilliantly in conjunction with a social media campaign. See Slack’s logo redesign post here that is both funny and informative.
2. Your brand has evolved
Maybe your brand has outgrown its beginning.
Just like we grow and change, so do our businesses. You might have started as an organic produce business but have expanded into wellness and you need updated branding to match. Rebranding is a great way to signal to customers what services you offer, and solidify your corner of the market with fresh visuals and collateral. When your old branding no longer applies it’s time to start the process of rebranding.
Check out what is happening in America with Dunkin’ Doughnuts. They have completely dropped the Doughnuts from their name and have rolled out a brand new business model.
3. Everyone is looking the same
Does your brand get lost in the crowd?
There’s nothing wrong with a classic black sans serif typeface on cream but if everyone in the business has the same branding then you risk blending in. Having a suite of creative branding collateral is essential to creating a brand that clients want to engage with — even if you’re not in the creative sector. Take the most boring sector of all: finance. Sorry accountants, but even these massive banks have very distinct branding. In fact, it’s even more important to have a clear brand personality in traditional sectors.
4. It doesn’t reflect your content guidelines
The key to creating a brand that is timeless is by having a clear idea of what your business offers.
This might mean you’re going against the current trends but don’t fear — clients resonate with a brand whose imagery and tone of voice aligns. This is where content guidelines are critical. It shows your origins, but also gives you a document that is like a guiding star for your business. If you are struggling to come up with compelling branding, your issue might lie in your brand’s content. This is also when the biggest mistakes happen — and it’s because they don’t know their own brand.
5. Reach a key customer base
Thinking of trying to nab the zoomer crowd? Or maybe you want to target those baby boomers.
Rebranding is a great way to expand your potential client base. Sometimes it’s not a complete overhaul, but a shift in tone that can capture new audiences. Think of your brand as a fashion house. We all know the staples of the biggest luxury brands, yet they still invigorate season after season. Check out the origins of the now-iconic Stan Smith Adidas sneakers. Now that’s a killer rebrand.
6. Fresh Start
Sometimes you just need a fresh start.
Either your branding simply isn’t working, or you feel like your current brand does not match where you want to go. The fix here is not just changing the colours, typography or updating your brandmark. This means you need a complete overhaul.
It’s time to take it all the back to your foundations: content guidelines. While starting from a blank slate might feel daunting — it’s actually completely freeing. Here you can shape your brand to be whatever you want it to be.
Go on, embrace the unknown.
Need a hand kick-starting your branding overhaul? Contact the expert team at Bellman today.