Do you know when is it time for a rebrand? Here are the signals.
1. Losing of uniqueness of the brand
Your brand started to look like every other brands in the market. Sales and business growth can be challenging if the articulated differentiators are not clearly articulated. Therefore, this might be a time to consider a rebrand. It helps to redefine your key competitive advantages that makes you stand out from the others.
2. Visual of the brand is outdated
Not only referring to the logo or colours, but also the design, placement of your products, your packaging or even the hierarchy of your value proposition and any of your visual deliverables. If they are outdated, then it is a time for a refreshment. A visual refresh can reach out to new target audience for your value proposition.
3. Losing of the target audience or it’s time to define a new market
If you realised the losing of your target audiences, you might need to do a rebrand to redefine and fully understand their needs. On the other hand, we have to admit that different audiences in different markets communicate in different languages. When there is a need to shift the market of the target audiences, it’s time to revisit the brand messages, brand touchpoints and even the products.
4. Merger and Acquisitions
Merging two companies can bring major impact to the brand perception. Look into how the brands undergo this strategy and ensure consistency and clear communication. Brand architecture is important as well where it could be critical to the company. With the new capabilities or market, you may need to redefine a differentiated identity and it may be the time to consider a rebrand.
5. Inconsistency of internal and external perception
We have to take note that the employees of a company should be the first brand ambassadors before the target audiences. They should be believing in the company value and mission. Internal staffs are valuable to determine how the company messages have match up with the business model. If they are not sharing the same perception as the target audience does, rebranding might be consider to ensure the alignment.
Rebranding should act as branding strategy for a company with a purpose. If you’ve identified any of these signals in your company’s branding, it may be time to consider a rebrand. Our branding services can help you define a clear brand strategy, refresh your visual elements, and ensure consistency in internal and external brand perception.
Check out our branding services to help you re-energize your brand and make it appeal to the new generations.