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How To Know If It’s Time To Rebrand

Do you need a rebrand?
How to know if it is time for a rebrand

A rebrand is something that must happen every so often. Businesses must adapt or die.

Updating a brand is part of the natural cycle of every strong brand. But how do you know when to rebrand your business?

Too often the red flags get lost in the hustle and bustle of workaday madness. And even when you do notice them, the decision to actually embark on a rebranding initiative is rarely an easy one.

So, how do you know when it’s finally time to pick up the phone and call a branding agency.

You are going to learn about how to tell when it’s time to rebrand and how to begin doing so.

Working Out When It’s Time To Rebrand

Deciding when to rebrand isn’t as difficult as you might think. It’s relatively easy because rebranding is about change. When your business has changed to a certain extent, it’s time to make that change. But how do you decide whether your business has changed enough to warrant a rebrand?

Message And Strategy: First of all, if your message or strategy has changed it’s time to rebrand. This may be a shift in focus as you alter a marketing campaign, or it could be something more substantial where you decide to move your product line.

The Audience: Some businesses discover that they must move with the times and target a different audience in order to stay successful. It most commonly happens with smaller companies when they evolve from a start-up into a stable business. A change in the audience means you may have to cater to a whole different set of needs.

Going Stale: And sometimes nothing has changed, so you have to think about a rebrand or at least a refresh to revitalise. Every company risks going stale sooner or later. If sales are lagging and you are out of ideas, giving you brand a freshen up can bring rejuvenation to your business.

Refresh or Rebrand?

There are many versions of rebranding. Partial rebranding and full rebranding are two different things. A partial rebrand is reasonably common for companies, but a full rebrand is something that a business may only do once or twice in its lifetime.

Partial rebrands may consist of simply changing the company’s styling or the company’s focus. This is relatively easy to manage because it doesn’t change the core of the company. It merely alters the way a company appears to its target audience.

On the other hand, a full rebrand can often feel like starting a new business. You may decide to change the company’s name and what the company does. This is far more disruptive to customers and can endanger the progress you have made so far if you don’t get it right.

Refresh my brand

First Steps To A Rebrand

The key lesson to a successful rebrand is to do it slowly. Some companies will thrust it upon their customers, which is where all the confusion comes from. To begin with, warn your customer base about what’s going to happen. Tell them that you have decided to make some changes, and then inform them roughly what these changes will entail.

For your loyal customers, this should come in the form of an email a few weeks before it happens. Everyone else should receive notifications through your blog and through your social media feeds.

Carrying Out The Rebrand

A rebrand can be carried out in two ways. The way you do this is dictated by what type of rebrand you are going to use. A partial rebrand can be done by making changes gradually. This reduces the disruption and allows you to test, so you can easily revert back to the old scheme if a new feature doesn’t work how it should.

A full rebrand can be done by creating a dummy website template that’s simply uploaded on the day you plan to make the change. This is much more efficient than trying to perform these changes on a live website that you have to constantly refresh.

It also removes the potential for bugs, which can turn potential new customers away.

Rebrands Should Be Rare

Your rebrands should be extremely rare simply to create your ideal business while avoiding confusion. There are companies that don’t quite understand who they are and what they want to be. They constantly try to rebrand and then customers are just as confused as the companies are (you need consistency not a rebrand).

Conclusion

Rebranding your business is tough. It’s all in the preparation. If you have carefully thought about why you need to rebrand and how to rebrand, you are going to find the process to be far smoother and quicker.

Will you be conducting a rebrand of your company in the next 12 months?

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