Your brand should be at the heart of everything you do, but this doesn’t mean your business, audience or industry won’t change, potentially leaving your brand at odds with your own goals or success.
So, when should you rebrand? Below we’ve put together 7 common signs that your brand might be ready for an upgrade.
1. Your core audience has changed
One of the first indicators that you should rebrand is if your core audience has changed or is rapidly changing. Your target audience should have been one of the key factors when creating your brand, so it makes sense that if they have moved on, you should too. If your current brand no longer resonates with your audience, but they are still the ones you want to target, then you may need to rebrand to align yourself with their new views.
For example, if sustainability has become more important, then you should think about representing your own commitment to sustainability in your branding.
2. You are trying to reach a new audience
Alternatively, if you’ve moved on from trying to target your old audience and are instead trying to reach a new one, a rebrand can go a long way. In some cases, your brand may be synonymous with a certain demographic, and you may need a rebrand to break that perception.
For example, if your brand is strongly linked to an older generation, but you want to target a younger audience, then just putting your product in front of the new demographic isn’t enough. The brand needs to speak to them and their values – not make them think of their parents or grandparents.
3. Your offering has changed
One of the sure signs that you should rebrand is if your core business offering, business model or strategy has changed. Like your target audience, these factors should have all helped to formulate your brand in the first place, and if they are no longer accurately represented by your brand, it’s time for a change.
As your business grows, it is also going to evolve and maybe even change direction, and there’s nothing wrong with that. Embrace the growth and let your brand redesign reflect it.
4. Your brand name no longer reflects your vision
Your brand is much more than just a name and a logo, but if your brand name no longer reflects your brand vision, then a name change might be just what you need. Whether it’s just dropping or adding words or coming up with an entirely new name.
It’s perfectly normal for businesses to outgrow their brand, but you need to embrace the change and make sure that your branding is representative of your business as it is now and how you want it to be in the future.
5. You’re getting lost in the crowd
If you’re failing to differentiate yourself from the competition and your brand is getting lost in the crowd, then it’s probably time to shake things up. There are so many businesses out there vying for your audiences’ attention, especially online, so your brand needs to be the one that stands out. A rebrand that speaks directly to your audience can do just that.
6. Your industry is evolving
It’s not just your business or your audience that can change. If the industry you are in is rapidly evolving, then your brand can quickly be left behind and become outdated. If you’ve been doing the same thing for years and your growth has started to plateau it could be because others in the industry are innovating or committing themselves to wider issues.
When your industry evolves, you need to adapt or be left behind, and your rebrand needs to reflect that you’re on the cutting edge of these advancements.
7. Your brand is unclear or overly complicated
If your brand is unclear, then you’re probably long overdue for a rebrand. If you offer too broad a range of products and services, your business lacks any real specialisation, or if you just generally have no unifying brand narrative, then you can’t expect to inspire brand confidence.
Whether your offering is too complex and confusing, or you’ve simply become a carbon copy of your competitors, then you need to head back to the drawing board and work out who you really are and what makes you special – then reflect that in your rebranding.
If you’re asking yourself “should I rebrand?”, then there’s likely a reason for it, be it a lull in engagement or your competitors leaving you behind. Listen to your gut – it’s time to make a change.
If you need help with your brand redesign, or you need to revamp your website to reflect a rebranding, our Exeter website design services are just what you need. Get in touch and see how we can help.