Branding is serious business. You don’t need me to tell you that, though! Look at any major company throughout the world — McDonalds, Nike, Google, Disney — and you know their brand like the back of your hand. From their logo to their advertisements to the items they sell, we know exactly what to expect from these brands. We love them, we hate them, but we definitely know them.
And for as much as we know their brand, we can also point out when they’re going through a rebranding like it’s nothing. A rebranding is a big deal, and it can be confusing as to why a company would decide they need one. What happened? Did they lose customers? Did they do something wrong? Is their brand no longer relevant in today’s market? These are all valid questions, but the only question that matters is this: is it time for your business to rebrand?
all the things to muse before you pull the trigger
One of the main drivers of a pivotal rebranding is a change in the company’s target audience. As businesses grow and evolve, they may find that their original target market no longer aligns with their product or service offerings. In such cases, rebranding can help you connect with a new audience where you can communicate your company’s value more effectively.
The fact of the matter is, a small business is different than those huge corporations we listed above. Rebranding isn’t a crime nor something to be ashamed of: it is a necessity to align your vision with the people you wish to serve.
For example, a company that started out targeting millennials when it started may need to rebrand to begin appealing more to Gen Z as they become the dominant consumer group.
You may also be considering a rebranding if there is a shift in your company’s values or mission. As your business matures, you may discover that your original values no longer align with your current goals. Rebranding can help your company communicate its new values and mission to your customers. A company that started out as a traditional commercial retailer may want to rebrand to emphasize its commitment to sustainability and eco-friendliness.
Rebranding may also be necessary when there is a significant shift in the competitive landscape. In highly aggressive industries (for which they are PLENTY!), companies need to stay ahead of the curve to survive. Rebranding can help a company differentiate itself from its competitors and position itself as a leader in the market.
Modernizing an outdated image created by your business is also extremely important. As design trends and consumer preferences evolve, a company’s visual identity may become stale and out of touch. Rebranding can help a company refresh its image and communicate its relevance to a new generation of consumers.
Consider this: an older business that has recently updated its image and rebranded is Baskin Robbins. The company recently updated its logo and branding in order to stay relevant in the minds of its younger generation of consumers. While their original logo was nostalgic to its older audience, their decision to transition to a sleeker, more modern look while retaining its unique ‘31’ centerpiece was a bold effort to bring in new business as opposed to clinging to what it already had.
They definitely know a thing or two about the difference between good and bad logos!
to rebrand or not to rebrand, that is indeed the question!
If you are considering rebranding your company, there are some key things to bear in mind. First, it’s important to understand why the decision has been made. If your business needs a new brand because the current one is outdated or no longer relevant, then rebranding may be a good idea. However, if your business is doing well and growing —and there is no reason to believe that will change anytime soon— then it’s probably not worth investing in a rebrand just yet. If it ain’t broke, don’t fix it!
Rebranding is a complex process that can help a business stay relevant, reach new audiences, and separate itself from its competition. It’s never a choice one should take lightly. It requires significant investment in terms of time, money, and resources, and it can disrupt a company’s operations if not executed correctly. It’s very important to understand the right time to rebrand and to undertake it only when necessary.
It’s also vital to note that rebranding is not ALWAYS necessary or beneficial! Sometimes, your company’s existing brand has strong recognition as it stands, and changing it may lead to confusion and second-guessing from your current audience. Additionally, rebranding can be expensive and time-consuming, and it may not always generate the desired results. Only undertake rebranding when it is necessary and aligns with your company’s goals and values.
Rebranding can be an amazingly powerful tool for companies seeking to stay competitive, reach new audiences, and adapt to changing market conditions. It is a careful balancing act of approaching rebranding with caution and to undertake it only when it aligns with your company’s budget, resources, timing and values. With careful planning, execution, and communication, companies can successfully rebrand and position themselves for long-term success!
and here is a friendly reminder!
Marketing professionals such as ourselves can help you navigate the rebranding process by providing strategic advice, creating compelling messaging that resonates with customers, and implementing an effective visual identity.
We might know a thing or two about that, wink wink. Decelle Branding is proud to flex that we are experts in the brand game, so we know what we are talking about when we advise if you should commit to a rebranding or not. Let us help you plan your business goals for 2023 and beyond, and we will ALWAYS be candid and knowledgeable when it comes to whether your brand needs to commit to such a huge change.