When You Should Rebrand — And How To Do It Successfully

If your current brand doesn't represent who you are today, it might be time for a rebrand. Learn under what circumstances it's appropriate to rebrand your business — and follow our three tips to help you master your next branding facelift.

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In business, your brand is everything. Your name, logo, tagline, colors, typography and brand voice have a huge impact on how customers view your brand. It's the reason why Target's red bullseye and Starbucks' mermaid logo are so iconic!

But times change, and that means that brands have to change, too.

If your current brand doesn't represent who you are today, it might be time for a rebrand. Learn under what circumstances it's appropriate to rebrand your business — and follow our three tips to help you master your next branding facelift.

Six Signs It's Time for a Rebrand

Rebranding is a great way to keep your business fresh, modern and relevant, but it's a big investment. Is now really the best time for a rebrand?

If you're facing any of these situations, it's probably time for a branding redo:

  1. A Change To Your Products: Products don't always stay the same. If you've made big changes to your products, it's a good idea to rebrand. For example, if you're a food brand that's decided to go 100% vegan, that definitely warrants new branding.
  2. A Change To Your Audience: Do you want to bring more customers into the fold? It's common for businesses to revamp their brand when they want to attract new customers. Chrysler is a great example of this: Its previous customer base was aging out, so it shifted its focus to appeal to younger drivers.
  3. Changing Tastes: If you branded your biz in the early 2000s, it probably doesn't look modern by 2020s standards. It's common for businesses to rebrand so they can look more aesthetically pleasing and relevant.
  4. Your Current Brand Is Confusing: Do you frequently find yourself explaining your brand to customers? If so, it's probably time to gain clarity with a rebrand.
  5. You Need To Differentiate Yourself: If every company in your niche is using the same branding guidelines, it's going to confuse your customers. Done well, a rebrand can help you stand apart from the competition.
  6. Reputational Problems: Has your business or leadership been in the news for less-than-stellar reasons? If so, a rebrand can help you rebuild customer relationships by giving you a clean slate.

Three Tips to Rebrand Successfully

Rebranding isn't something you should take lightly. Even so, it's important to accept it's time to move on if you see the writing on the wall.

But how do you go about a rebrand, anyway? Be sure to follow these three tips to get the most ROI possible out of your new brand.

1. Rebrand with intention.

It's okay to rebrand as needed, but if you rebrand every year, your customers won't trust you anymore. Consistency matters in marketing, and when you spend a lot of time (and money) building rapport with shoppers, you can lose it overnight with too many changes.

Be intentional about your rebrands. Think very carefully and take the process seriously. You'll have to reintroduce yourself to your shoppers with every rebrand, and you want there to be as little confusion as possible.

2. Focus on your purpose.

If you aren't sure where to start with the rebrand, start with your purpose. Why does your company exist? What's your mission? Will it change with this rebrand?

For example, if trustworthiness is your number-one priority, your rebrand should ooze reliability. From imagery to colors to how you frame your communications, every aspect of your brand should tie back to your mission.

3. Form a rebranding committee.

Rebranding is a time-intensive process that you need to take seriously. If you want to make sure it gets done, create a rebranding committee. This definitely needs to include your sales and marketing teams, but it's also a good idea to consult with the product, customer service, and IT departments, too. Ten heads are better than one, after all.

Ask your rebranding committee to set deadlines for the entire process. They need to meet regularly, but there should also be clear guidelines for which team member is supposed to do which tasks. You can always plug important due dates into a project management tool like Asana for an extra dose of accountability.

Give Your Brand a Facelift

Branding establishes trust and tells your customers what they can expect from you. The good news is that branding isn't static — it needs to be adjusted over time as your business, customers, and world change.

But branding is risky: There's always the chance that your customers won't respond to the new you. In cases where you think you could use some extra guidance, you might want to consider having experts on your side during the process.

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