Is it time for your business to rebrand?

Your business is being judged daily by potential customers who are making snap decisions purely based on how your brands visual identity makes them feel. You might think that’s unfair and you’d be right to think so, but the truth of the matter is unless you have a design which is eye catching and draws in potential new customers you could get lost in the crowd.

So how do you stand out from the noise? We all know great logo design is important but branding doesn’t just stop there, in fact, that’s just the beginning. The logo sets out the benchmark for branding. Fonts, colours and visual communication all form the brand guidelines which in turn aids the designer, marketer or copywriter in producing marketing communication for your business.

In an ideal world, a well thought out strategy will be adopted by all of those involved in your marketing team to produce highly effective campaigns, packaging and advertisements. But what if you’re doing this and it’s no longer effective? You might be considering a rebrand?

We’ve put together the following 5 questions you should ask yourself before you dive head-first into rebranding your business.

Does your brand tell a story?

Everyone loves a story, even your clients! If you have a story behind your brand you’re much more likely to pull in new and retain old clients more effectively. A great example of a business with a powerful and emotional brand story is GoPro. A firefighter saves a kitten from a smoke-filled home. They took this emotional and capturing video of a firefighter, Cory Kalanick resuscitating a small kitten back to life. Watch it here.


Are you compromising brand equity?

Brand equity is the value of having a well-known brand name and reputation. Businesses with higher brand equity reach a larger audience, earning them more money because they’ve already earnt trust. A rebrand can have disastrous consequences for such a business who has given little thought to their equity and the trust of the audience they already have in pursuit of gaining more business.

Your mission when rebranding should be to give your brand a new angle that current and new audiences can identify with. Subtle changes can go along way to modernising a brand which better suits the business objectives and/or target markets.

Can you identify a problem with your brand?

Can you identify a real problem with your brand? If the answer is no, you might want to consider leaving it as it is. Even the ‘big boys’ who invest millions into their rebranding occasionally get it wrong. You might remember when GAP came out with this….

Let’s all take a moment to rid our memories of the above monstrosity. GAP launched this logo in late 2010 and we all noticed! Customers complained and hated the new design forcing GAP to revert back to the old much-loved logo within days.

So what can we learn from ‘GAPgate’? Rebranding should not take place ‘on a whim’, huge amounts of time and effort go into rebranding projects and that’s even before a designer puts pen to paper. Brand workshops, development meetings and target market feedback are some of the things which should be considered before rebranding.

Has your services or offerings changed?

Many businesses find they require a rebrand because their current brand no longer reflects the services or products they provide. If this sounds like you, read on…

Uber rebranded in 2016, they realised their market was growing on a global scale and they’ve expanded beyond their original purpose. Uber now deliver not only people, but goods and food too!

The rebrand included two bold icons/logos, one for drivers and one for passengers, a fresh new font and they’ve focused on the diversity, making good use of colours and patterns to distinguish between the various markets they serve.

Is your brand memorable to your audience?

Anyone who is serious about their business will want a brand which is memorable. ‘Fitting in with the crowd’ can be doing more harm than good for you. We’ve all seen Britain’s Got Talent right? Let’s imagine the obligatory dance group have just finished their routine and Simon Cowell is having a pop. Who stands out on stage? Who do you remember? The correct answer is the one person who has stepped forward. They become the ‘Ashley Banjo’ of the group and over time are remembered above and beyond all other members. Ok, the young lad with the big hair also springs to mind but you could argue he stands out for exactly the same reason. His big bouncy hair is his brand, it works, we remember him. Everyone else gets left behind, unfortunately.

This is the same for your business, the audience is your market and you need to do everything in your power to be remembered on a busy stage!

Our thoughts and how we can help at Brave Agency

We don’t advocate any business rebrands for the sake of it, it should be a carefully considered and managed process. You need a genuine reason which fits in with your business plan to rebrand.

If you feel you have the right reasons for a rebrand then sign us up! Over the 18+ years we’ve been in business we’ve helped many businesses create and implement their new brand/rebranding strategies and continue to do so.

We have held workshops, offered opinions, guided thoughts and steered conversations all in an effort to pull out the true purpose of the rebrand. Only then, when we have a solid foundation to build the new brand on will we get down to crafting it for you. Give us a call or drop us an email if you’d like to work with an integrated agency who’ll put your business first and offer genuine advice when it comes to rebranding.

Written byTony Conte

Founder and Owner of Brave Agency, an Integrated Agency transforming businesses through design, digital and marketing, helping you, our clients to get results by applying the right strategy.

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