When Is It Time to Rebrand?
A company’s brand represents its core values and goals. It’s the answer to the question, “Who are you?” Brand identity is how that brand is brought to life, connecting a business to its customers through design. Over time, businesses change, they evolve. Knowing when it’s time to reevaluate the brand often requires an outside perspective, and it’s a challenge clients often bring to Shatterbox. While there are a number of reasons to consider when updating a brand identity, we’ve highlighted three of the most common ones our clients face below.
When the company is growing
Over time, a thoughtfully conceived brand may begin to look less and less like the business it’s become. Companies embrace new products, services, and philosophies as they grow and develop. These changes often occur organically, without the direct oversight of a brand manager. It’s important to schedule time to audit your brand internally. If who you are now isn’t who you were, it’s time to consider a rebrand.
When the markets are changing
If you’ve looked inward and found your company is still in alignment with its brand, it’s time to look outward. The preferences of consumers change rapidly and what resonated with your target market one day may not be as compelling the next. If growth is slowing or if competitors are crowding your market, a preemptive evaluation of your brand is essential to staying ahead.
When the identity isn’t adapting
Ideally, every logo should be designed to grow with the company. But, future-proofing is difficult in an ever-changing society where trends dictate relevance. A logo that was conceived primarily for banners and car wraps in the early 2000s may have trouble adapting to social media. Maybe your first logo was designed on the cheap by a family friend, and it’s time for a professional touch. A rebrand offers the opportunity to evolve a company’s visual identity or completely reinvent it depending on the current state of your company’s brand identity.
Knowing how much to rearticulate and redesign a brand shouldn’t be entered into lightly. Design driven by gut feelings may yield a pretty logo, but without data to back it up, it isn’t much more than decoration. Overcorrection may alienate your consumers, while tepid changes will make a rebrand meaningless. You’ll need to pinpoint how you’ve grown, how your market has changed, and what visual assets your company currently lacks. If you find yourself considering, it’s time to consult with a branding agency that can advise you on how best to move your brand forward.