5 signs it’s time for a rebrand

When we talk about a rebrand, we’re referring to the process (because it’s definitely not a one-click-action) of creating a new image and personality for a company or product - to make it appear more attractive and successful. So in short, a makeover!

This may involve changing the logo, slogan, colours, voice, mission statements and target audience to develop a new brand identity. Overall, apart from making everything look better, a rebrand helps to keep a brand relevant and improves the general brand awareness in the minds of customers, competitors as well as employees.

But unless you’re faced with a definitive sign such as going through a merger or something fairly extreme (say, a bolt of lightning), how do you know when it’s time to be proactive and create a fresh face and brand for your company?

Sign #1. Your branding no longer aligns with your values

As you grow as a business, it’s normal to experience a shift in your positioning and values as you find what works for you and what your customers are after.

Let’s consider John’s Garden Services*, he started out with the slogan of “Your Cheapest Garden Guy”, since gaining loyal customers through his reliability and ability to turn your house’s jungle into a queen’s rose garden, he’s been able to increase his prices and now that motto (and the clipart logo his nephew made in highschool) no longer represent the quality garden master he now is.

John’s values and focus on being the cheapest in town, have developed into being more along the line of “Your Trusted Garden Expert” which is a clear sign it’s time to realign his branding to promote and represent this new direction and target audience.

* Not a real company

John’s current branding - a logo his young nephew made that speaks to being cheapest, not of being the best quality or most trusted.

Sign #2. Your branding no longer accurately reflects the quality of your offering

Remember how I mentioned John’s nephew made his logo? Well, his name’s Sam and Sam, being in high school at the time, knew only how to use clipart and Comic Sans, and nothing about colour and font psychology, or how to represent the business’s values, or how to create a logo that is versatile across print and digital. And that’s just the logo, not to mention there was no thorough brand identity created to run across printed material (like business cards etc) or online (a website or social media).

In all, what John’s Garden Services currently lacks is attractive, consistent and intentional branding that accurately reflects his newfound focus on quality. It just doesn’t look like the business of “Your Trusted Garden Expert”. For John, it’s time for a rebrand!

This is what John’s Garden Services could look like after a rebrand…

What John’s new branding could look like - a premium feel that reflects his expertise and quality service.

Sign #3. There’s no consistency

When your brand’s fonts are decided by the weather, the colours are based on the clothing you're currently wearing and no one would recognise you by your uniform, because, well you don’t have one, then you, my friend, do not have a consistent brand.

By repeatedly using the same tone of voice across your messaging, the same fonts and using your brand colours correctly and ubiquitously, you build up brand recognition and repetition which keeps your business top of mind with customers. However, if you don’t have any of these properly defined, then it’s probably high time to hire a professional to help develop a solid brand identity with guidelines so you know what you're doing, and customers believe you do too.

What not to do. John, call a designer…

Sign #4. You blend in with your competition

Back to ol’ John and his gardening business. John relies on word of mouth alone because his branding and marketing does not currently bring in new customers, and since he's raised his prices, he no longer gets the people chasing the cheapest rates. His current branding, or lack thereof, still lacks a real point of difference, something that sets him apart. It doesn’t reflect the actual quality of his work or instil trust, and it doesn’t help set him apart from others doing the same thing as him.

John’s Garden Services as a brand right now is forgettable and it gives no real reason for customers to choose him at first glance. A rebrand would help reposition his business as a trustworthy authority that is of high quality and knowledge, and as the obvious choice for the best gardening service for your prized garden.

John currently finds his business lost amongst a sea of sameness.

Sign #5. Your digital presence is stuck in 2002

Your website hasn’t been given attention in years, heck it’s not even responsive (that thing websites do to resize themselves for different screen sizes) let alone a good representative of who you are. In fact, it probably gives people a reason not to contact you via that @gmail address you still use. And your social media? It’s probably not currently informative, valuable and gives no reason for people to follow you.

Having a well-designed website that effectively communicates your values, your offerings and your point of difference, as well as being consistent with your overall branding, helps make a valuable first impression with prospective customers coming to your site to see if what you offer is worth them investing their money in. Your website should instil trust while being informative, if not... it may be time for an overhaul. (P.S. You can't just redesign your website if you haven't reconsidered your overall brand and messaging - that'd just be painting over cracks... Branding is a holistic endeavour).

John’s current website has that “WOW” factor, but not the good kind. Your buisness’s website should make a great first impression, be easy to navigate, have good SEO and reponsiveness, and make people want to contact/buy from you right there and then.

In summary, successful branding should:

1. Represent your values

2. Reflect your quality

3. Be consistent and recognisable

4. Stand out

5. Have an active online presence

If your brand isn't doing the above, it may be time to consider a rebrand. Feeling a little overwhelmed, and still not sure what to do next? Book a free 15 min call with me to find out how we can take your business to a whole new level with a powerful rebrand.