Your brand is a key part of your business no matter what industry or sector you are in. The branding of your business allows you to set yourself apart from your competitors as well as position yourself toward your target customer. Your brand is what makes you memorable and creates familiarity and a sense of trust with your customers.
Our brands take so much time and love to create, and it can be hard to say goodbye. So how do we know when it’s time? How different should your new brand be from your old one? Read on for our expert advice:
SIGNS IT’S TIME FOR A REBRAND
If you have a physical space such as a hotel or restaurant, you’ve likely gone through many changes or even a total refurbishment over the years. A sleek and modern space deserves a modern and clear brand.
Don’t think that just because you have refurbished you have to change everything about your brand. Simply ensure that your branding doesn’t clash with your space’s new look and feel. Using colours from your décor across your brand and website can be an excellent way of tying everything together and creating consistency between your online and physical spaces.
YOU’RE MAKING BUSINESS CHANGES
Businesses change. If you started your business 10 + years ago, it has probably undergone some changes. That might be new products and services you offer, or a more significant shift in direction.
When you first created your brand, you likely had an audience in mind. Has this audience changed or grown? Has your fundamental value proposition for that audience changed? As your business grows, your brand needs to reflect that growth and move with it.
YOUR WEBSITE DOESN’T MATCH YOUR PHYSICAL SPACE
As mentioned above, changes to your physical spaces or product can refresh your offering. If you have gone through the trouble of refreshing the space or items that your customers see, then it’s important to reflect that.
In contrast to your updated space, your logo may now look old or out of date next to a fresh modern interior. If so, then it’s time for a refresh. Take inspiration from your updated surroundings or the sources that inspired you to make the change in the first place.
YOUR TARGET CLIENT HAS CHANGED
Your brand should appeal to your target audience. If you have undergone business changes since you first started, has your target audience stayed the same? Perhaps you’ve expanded with new services and want to make your brand more appealing to other demographics.
Review your brand – and start simply. First, look at your logo and colours to see if there are any improvements that you think could be made. Does it look outdated compared to your competitors or similar businesses? Are the colours out of step with the trends or your audience’s preferences? Fonts can make or break a brand – don’t hesitate to consult a graphic designer to ensure that your font choices are saying exactly what you want them to say about your brand.
YOUR LOGO LOOKS OLD
Styles and trends come and go, but your logo shouldn’t strike the casual viewer as something that might have been created for the first pages of the internet. As technology grows, so do businesses and brands, especially ones with a digital presence. Think about it this way – if you were to get a brand-new modern website, would your logo look out of place and ruin the look? If so, then it’s time for a refresh!
TIPS FOR YOUR BUSINESS’S REBRAND
Those are some of the most common reasons for a business to rebrand. If you’ve decided that it’s the right choice for your business, here are some tips for getting started!
DON’T FORGET TO PLAN
Rebranding can be a costly and time-consuming process. Make a list of every marketing asset that you use. This could be business cards, flyers, your website, social media templates, in-house posters and merch you may have, and more. If you want to continue to use all of these, they will need to be redesigned and reprinted.
EVALUATE WHAT YOU NEED
You don’t necessarily need an entirely new logo just because your logo is outdated or doesn’t match your new physical space. A logo refresh can sometimes work just as well, and in fact may even be a better choice for brand recognition.
A refresh could be as simple as a new font if you have a simple text logo. When designing a logo, it’s important to have a white version for any dark background it may appear on – so be careful using tiny intricate details. Your logo should be recognizable and clear for your brand.
DON’T COPY COMPETITORS
If many businesses in your industry are following a trend, it can be tempting to just follow suit. Stay true to your brand and ensure you aren’t moving away from your company values. Remember, the point of your logo and brand is to be easily recognizable to your customers and build loyalty and trust. If you begin to blend in, you’ll no longer be able to stand out.
DON’T DO IT QUICKLY
If you decide to do a full rebrand with a whole new look and feel, it takes time. Deciding on your new brand should take time to get it right. When deciding on your new brand, get stakeholders involved. This may be staff, friends and family, actual stakeholders, and people who otherwise have an interest in your business. It’s important to have different viewpoints to ensure that your new positioning makes sense to everyone, and not just go by your own tastes.
DON’T DO IT BY YOURSELF
A rebrand or even a simple logo design is a detail orientated and technical process. Having a team or someone who has done this before can be the difference between a successful rebrand or a failure. If you work with an agency, you can bring your own ideas to the table and ensure that they are executed correctly. Doing things yourself if you have no experience or lack of time can cost you greatly in the long run.