Companies often rebrand for the same reasons that individuals do. They’re at a point of evolution and want to show off their new look and feel, and they want to communicate this change in their brand messaging. For example, when Steve Jobs returned to Apple in 1997 as interim CEO, he immediately set about revitalizing the company’s image by changing its name from Apple Computer to Apple Inc., changing its logo from an apple with rainbow stripes (a nod to Apple II) and rainbow bite marks (a play on possible competitors who were attacking it at the time), introducing new packaging designs with monochromatic color schemes that focused on simplicity, among other things.
When is a rebranding necessary?
While rebranding is not a one-time event, it can still be helpful to think of rebranding as a process. The first step in this process is determining whether or not your company’s current brand aligns with its vision and mission–if it doesn’t, then you’ll need to take action in order for the two things to match up again.
The second step is figuring out what kind of change needs to happen. Do all aspects of your existing brand need updating? Or would it be enough just to tweak one aspect (like color scheme)? Or maybe even nothing at all! Sometimes companies find that they don’t actually need any new branding at all; instead they just want their existing logo or tagline tweaked slightly so that everything feels fresher without being drastically different from before. This might sound counterintuitive because most people think about rebranding as something drastic–but sometimes small changes can go a long way toward improving how customers view your company’s offerings and overall image among competitors’ offerings too.”
Is your company’s story evolving?
Your company story should be aligned with your company’s mission, vision and values. It should also align with the strategy, culture and goals of the business. If your brand is evolving and you’re working to align it with these things then a rebrand may be necessary.
If your brand has been around for awhile but you’re looking for ways to improve it or change its tone in any way, this could mean that a rebrand would be beneficial for you as well!
Is your brand messaging out of sync with your mission, vision, and values?
If your brand messaging is out of sync with your mission, vision and values, it’s time to rebrand.
Brand messaging is the message you send to your customers. It should be consistent across all channels so that the same message reaches people wherever they are in their journey with you–from first hearing about what you do through becoming a loyal customer and beyond. If there’s any confusion about what that mission is or why someone should care about it beyond just being able to buy something from you (or not), then it might be time for a rebranding exercise!
Do you have multiple audiences who don’t understand your brand the same way?
If you have multiple audiences who don’t understand your brand the same way, it could be time to rebrand.
If you’re a business that sells several different products and services, each with its own target audience, then it’s likely that they won’t all understand your brand in the same way. For example:
- If one product appeals more toward men than women and vice versa for another product;
- If one marketing campaign targets millennials while another targets baby boomers; or
- If one region is more conservative than another region (and therefore needs different messaging).
Are you faced with a shift in strategy or business direction that warrants a new brand identity to support it?
Rebranding is a way to communicate a new strategy, or a change in direction. It can be an opportunity to strengthen your brand, refresh it and reinvent it.
Companies should rebrand when they’re at a point of evolution and there’s a need for a new look and feel to reflect that change.
Rebranding is a strategic decision, and it should be done with care. A rebranding effort should be part of an organization’s ongoing evolution, not something that’s done on a whim or because someone thinks it will look cool.
If you’re considering a rebranding effort, here are some questions to ask yourself:
- How long has it been since you last updated your logo? If it’s more than five years old, consider updating it before making any other changes.
- What are the reasons for doing so? Is there something about the current design (or lack thereof) that makes people think negatively about your business? Or do you simply want to freshen up what customers see when they visit your site or interact with employees in person?
Rebranding is not a decision to be taken lightly. It’s a big investment, and one that can have long-lasting effects on your business. If you’re unsure whether or not it’s right for you, the best thing to do is consult with an expert who can help guide you through this process and make sure your new look reflects who you are as a company today–and tomorrow!