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How and When To Rebrand Your Business

We investigate the thorny process of rebranding a business, from how you know it’s time to overhaul your visual identity to making sure your new look fits into your plans for the future.

It can be difficult to maintain a modern image in a world where patterns are rapidly evolving. Rebranding is an option that business owners often overlook, but keeping your brand fresh and up-to-date can be the key to keeping your company at the top of your industry.

Does your company need a brand overhaul??

To determine whether your business needs a brand refresh, ask yourself three questions:

  • Why are you thinking of rebranding?
  • What kind of changes are you considering?
  • Have you seen any changes to your company that will affect your rebranding?

After you have answered these questions and determined that your company needs a redesign of the brand, it’s important to understand the benefits.

What are the top benefits of rebranding?

1. Connect to a new audience

The greatest advantage of refreshing the look and feel of your brand is the ability to reach new customers. When you focus on and promote new aspects of your business correctly, people will take notice. Rebranding can stimulate your business needs to create new growth in an ever-evolving market.

2. Set yourself aside from your competitors

As you grow your business, your capabilities may begin to compete directly with those of your industry competitors. Rebranding can be the most effective way to distinguish your company’s offers and approach. Differentiating your brand shows potential customers that your services are unique—and that you are experts. Rebranding your company to have its own voice, look and feel will help to establish your business as an industry leader with a personality that appeals to your audience.

3. Stay up to date

Rebranding has one simple goal: to keep your brand up to date. Design trends play a key role in the perception of your company’s potential or current customers and all that it has to offer. Ensuring that your gaze is always ahead of the curve shows your customers that you pay attention to trends in your industry.

If you’re considering a rebrand because your company’s offering, mission, vision, values, or market are no longer reflected in your brand, then a rebrand might be the right decision.

4. Reflect new objectives, products, offers or values

It’s hard to show how your company grew when your brand doesn’t reflect it. If you’ve expanded to offer new products, grown to include more services, or set new business goals, then rebranding is a great way to show that your business is evolving.

5. Boost the bottom line

The benefits of rebranding will not only impact your overall inbound strategy, but will make your company more profitable. Reaching new potential customers, standing out from your competitors, showcasing your expertise, and expanding the influence and reach of your products and services are all effective ways to increase your profits by simply giving your brand a new look.

It could be time to make it more relevant or more contemporary to appeal to a wider audience. Maybe it’s time to be more distinctive or more engaging, or maybe the brand has lost its way. Whatever the reason, there may have been a significant change, and somehow you need to represent that.

Illustrations: undraw.co