Thinking about rebranding your business can be a bit scary. After all, it can require an overhaul of everything from your logo design to your website. Still, your brand is how people recognize you and how you appeal to and attract new customers and employees.
The importance of a strong, positive brand cannot be overstated.
So, do you need to rebrand? Here are seven clear indicators that your brand needs a makeover:
Your business has changed
No doubt, this is the best reason to rebrand. Perhaps you’ve started selling new products or services, moved into a niche market—or expanded into others—or made big changes to your overall vision and goals.
The name, logo, slogan, website and more that you created years ago may no longer reflect your new business model, company culture, customer demographic and more. It may even seem outdated, so rebrand to reflect your business now.
Your message is confusing or unclear
If people don’t understand what you do, a rebrand is absolutely necessary. When people visit your website, read your emails and other marketing materials, and see your logo, they should understand what you do and the market you serve.
This one can be tough because it could require starting from scratch and redefining your mission and vision as an organization. However, it’s worth the effort, as it very well could save the business.
You need to shake a negative reputation
Perhaps you were recently all over the news for a scandal. Or you gained a bad reputation because of a flawed product or poor customer service. The past is officially in the past, and the business is back on track, but customers and consumers still associate your brand with all the bad stuff.
Rebranding—and telling the world that you are a new company with a new vision—is often the best way to move forward.
You don’t stand out from your competitors
It’s easy to fall into this trap as companies seek to prove that they offer the same level of service, features and benefits as the “other guys.” The problem is that the drive to compete often results in using very similar marketing copy, stock images, website functionality, and even color and font styles.
Rebranding can be the perfect way to differentiate yourself from your competitors.
You’re undergoing a merger or acquisition
When two companies combine as one, it’s the perfect opportunity to rebrand with a whole new look and message that takes both organizations—and their customer bases—into account.
The good news is that because it is happening during a merger or acquisition, all the changes will make more sense to existing customers and be less unsettling.
You can’t seem to find any talent
People want to work for innovative, creative and successful organizations. If your website, logo or copy is outdated or poorly executed, people may assume your organization isn’t as profitable or successful as other businesses in your industry.
A rebrand allows you to present the best possible version of your business so that you can attract the best talent.
You’re struggling to gain new customers
If you are failing to land new business, it’s highly possible that your brand is no longer connecting with people.
Rebranding offers you an opportunity to recreate the image of the organization so that you can better capture the attention of today’s consumers, engage them and convince them that they should do business with you.