Is your business due for a rebrand?
For many marketers, rebranding is an exciting idea. It’s also a time-consuming process that you need to fully consider and comprehend before diving in. Yes, a rebrand can feel like a fresh beginning, but it’s not always necessary or beneficial. Just because you’ve outgrown your brand’s logo doesn’t mean you need to scrap everything.
A disastrous rebranding can hurt both your reputation and your bottom line. As the adage goes, “If it ain’t broke, don’t fix it.” But how do you know when the time is right? There are certainly reasons to consider rebranding, however, while these may be applicable, no decision should be made without doing significant research and coming up with a strong execution plan. That said, if you want to know if a rebrand is the right move, here are a few good reasons why it might be.
You’re changing or expanding your target demographic
Sometimes your company is looking to attract a new group of people, but your branding is not primed to help you connect with them. In today’s climate, it is unsurprising that many brands have struggled to attract millennials, whose media consumption habits and values differ greatly from other generations.
Your brand should always speak to the people you’re trying to reach, so in this case, a rebrand may be the right choice. However, you don’t want to do anything that would alienate your existing customer base. Ideally, your rebrand would be something that enhances your brand identity in a way that appeals to both existing and new customers.
Your brand is obviously outdated
It’s possible that your Comic Sans font, flash-based website or 1990s colour palette is dragging your brand down and making your business look outdated. This is probably the number one reason brands want to rebrand. If the look and feel of your brand is stale and you’re embarrassed to show friends and customers your website, a rebrand might be on the cards.
This is a common problem for industries that evolve quickly – for example, Google has had seven logos over the last 20 years! The instinct to rebrand is understandable; however, there is a difference between an old logo and an outdated logo. If you have a well-established brand, it’s best to do comprehensive audience research before scrapping the old one.
Your brand needs to outgrow its poor reputation
If your business is struggling to overcome a bout of bad press, a rebrand can help consumers see you in a fresh new light. Uber’s brand overhaul in 2018 was necessary to break ties with its bad reputation and visibly demonstrate a commitment to a new, improved culture.
As Tungsten Branding President Phil Davis told Ad Age in the wake of the Harvey Weinstein scandal, “Good branding can’t cover up bad behaviour.” However, if you’ve found yourself in hot water and have taken measured steps to make things right and align your values to your practices, then a rebrand might help your business move on.
The team at Accurate Art can guide you through the whole process of rebranding, even if you’re unsure what services you actually need or whether you need to rebrand at all. Our team of professionals are experts in entire process, from concept to branding, design and production. Give us a call today on (03) 9870 6680 to discuss your branding needs, or contact us online here.