When is a Good Time to Rebrand?

Rebranding your company can be a daunting thought, especially when things seem to be fine the way they are – why fix something when that’s not broke? But rebranding doesn’t need to be something that you enter with dread it can be a positive thing and carry with it very positive consequences...

There are many reasons that companies may want to rebrand and also reasons that mean they need to:

A common reason for a company considering a rebrand is if the current brand isn’t doing particularly well or as well as it could be. If you have tried everything else a rebrand maybe exactly what you need to refresh your brand and boost staff morale.

Your company has been through a crisis and consumers might have lost faith. A rebrand would be a fantastic way of moving on from such an incident. However it would be naive to think that by simply changing your name and logo you can shake off any responsibility, a rebrand should be part of an overall crisis management strategy. After all imagine if BP changed their name and denied all knowledge of that oil spill...

If there have been changes in the market your company might be out of touch. A rebrand would bring your company up to date and allow it run alongside consumers and competitors in this fast moving market place. If you want to diversify into a new market area or reposition in an existing one a rebrand might be helpful in aiding this transition as your existing brand image might not be transferable into new areas.

However company’s mustn’t forget the importance of existing brand equity, if your company has customers there must be something they value about your existing brand and it would be a mistake to ignore this. Plus many think that ‘rebranding’ is changing the name of the business, using a different logo, ordering some new branded pens and updating the look of the website. Admittedly these tasks are included in a rebrand but staff are also involved so ensure that they reflect the values and changes of the new brand image you are trying to project.

In such a challenging business environment you need to stand out so if you identify the need or the want to rebrand take the plunge...it’s not as scary as you think and the benefits could be great!


Article Written by Carli Smith


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