When to consider a rebrand or brand refresh

Post by 
Raine Gaisford

randing is reflective of your brand and how your organisation is perceived by the market. Branding represents the cues that tell your audience who you are, what you do, and what they can expect compared to other options and can include things like a logo, colour, shape, sound, smell, and tagline.

There is a lot that goes into developing a brand and the branding behind it. The shape and colour of a logo for example is far more complex than most people realise, and they can impact the perception of a business by their target audience. So, to get it wrong can be detrimental to the success of a business.

Consistency is a critical part of the success of a business as it demonstrates trust within the market, so changes to branding shouldn’t be taken lightly. In this article, we will look at three tell-tale signs that it’s time to think about a rebrand or brand refresh.


Realignment – does your branding match your brand

When a business is first launched, oftentimes the branding – typically just the logo – is based primarily on the style preference of the founder/s who are typically not trained in brand development. Even those who are experts in brand development can get it wrong when they don’t know for certain what their market positioning or key differentiator is. In an ideal world, every new business would go through rigorous market research and strategic planning before launching but in reality, few new businesses have the time or the resources to do detailed market research during the establishment phase. Positioning and differentiation often change over the formative years - often dictated by the market - until the point that the business finds its competitive sweet spot. It’s at this point that the business should turn its attention back to branding to ensure that it matches the brand.


Readjustment – when your brand changes, it’s time to change your branding

The only constant in life is change, so even after a business finds its first competitive sweet spot, it will go through several additional versions of itself. Social, environmental, technological, and economic forces will all play a part in the changing nature of a business and at every significant milestone, the branding should be reviewed.

Examples of significant changes include mergers, acquisitions, and shifts in strategic direction. When major events like these occur it’s important to return back to branding to ensure that it reflects the new brand.


Relevancy – is your business keeping up with the times?

Consumers, including purchasing decision-makers in businesses, want to buy the best solution for them, normally based on price, quality, and service. Typically, they will want to purchase from businesses that are at the forefront of their industry or at least from those that keep abreast of – and adapt accordingly to – changes within their industry. Rarely does a consumer want to buy from a business that doesn’t evolve but rather stays exactly the same regardless of the changes happening around them.

Collective micro changes within a business can be as significant as macro changes like those examples mentioned above. As such, rebranding every few years is a good way to demonstrate relevancy and market adaptation (and the evolution of a brand).


So, there you have it. If you’ve only ever had one brand identity, or it hasn’t been changed in several years, or your business has gone through significant changes, then it’s time for a brand makeover. If you’re ready to get started, or you’re still unsure, contact our creative team for an open and candid chat.


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