A healthy brand evolves over time to keep pace with your company, your customers and your business goals. Sometimes this takes the form of a brand refresh, which builds upon current materials to breathe new life into the look and feel. Other times, it calls for a major overhaul. Or, in other words, a full rebrand.
From a new logo to a fresh content perspective, rebranding keeps your business relevant and gives you the toolkit to connect with customers in compelling, purposeful ways. While it can be daunting to let go of an old look or corporate style, especially one that has served your business well in the past, don’t let the fear of the unknown hold you back. Aligning your brand with your current vision helps create a cohesive experience for your customers today — and sets your business up for success in the future.
So, how can you tell if it’s time for a rebrand? Here are a handful of tell-tale signs that it may be time to take the plunge.
Your Company Mission or Model Has Shifted
Growth is essential to keep your company successful. And as your business grows, so should your brand. This includes your logo, tagline, color palette, writing style and overarching message. Ideally, your brand should align with your company’s mission, playing an important role in telling your story, supporting your vision and, ultimately, connecting with your audience.
Your Target Audience Has Changed
Along the same lines, as your company grows and changes, your target audience may be going through an evolution as well. This could mean that their values or interests have shifted, or that your overall audience has expanded or gotten more niche. You may also be looking for a way to appeal to both your established audience and new blood coming into the market. Whatever the case, it’s important to make sure your brand resonates with them — and not just intellectually, but on an emotional level. When a company can strike that balance, customers are more likely to remember, engage with and even advocate for their brand.
Your Marketing Materials are Mismatched
Consistency is key when it comes to a strong brand. Each and every element of your company’s marketing materials — from the website down to the welcome sign — communicates a message about your business to the world. By providing a unified, cohesive look and feel, your brand is not only strengthening top-of-mind awareness but also communicating credibility to your customers.
You’re Hesitant to Show Off Your Website
Your website is a critical component of your business. It provides a dynamic way for customers to engage with your company and is sometimes the first impression a potential client has of your business. Yet, for the same reason, an outdated or difficult-to-navigate site can impact your brand reputation. People are more plugged in than ever and an increasing number of users are turning to mobile — especially for eCommerce — which means that lagging behind the times can hurt your bottom line.
Are any alarm bells going off? If you recognized your company in the statements above, it may be time to consider a rebrand. Reach out to the Design At Work team to learn more about what this means for your business. We’ll talk through your vision and goals, how your company is evolving and what matters most to your customers. Together, we can help position your business as an industry leader with the brand to back it up.