I believe it is safe to say that when starting a business, you don’t have a business name, brand or and we create things as we go. The brand can tend to form organically in the midst of what I will refer to as the startup chaos. A brand name can fit a company or organization’s initial start up goals and target market but what happens when a company finds that its focus has shifted to much that the name is not really as relevant any more? How do you know when it is time to rebrand and what are the proper steps to take?
How to know if you need to rebrand?
If you are considering rebranding, it is essential to understand what rebranding means and if it is actually necessary. Before investing time, money and energy it is important for every company or organization to do a self assessment by asking some important questions. Has your focus in the marketplace altered? Your target market may have changed or expanded. Is your brand creating barriers to potential customers or creating misconceptions of your product or services? I discussed how branding goes beyond the appearance of your company in a previous blog post, Marketing vs Branding. Your brand is your promise and if you’ve mistakenly created a misconception then it will absolutely appear that you are breaking your brand promise. If you believe the answer to all or some of these questions is ‘yes’ then it is recommended that you actually confirm these beliefs. Consult with your company leadership, customers, potential customers and other industry leaders to see if they confirm these beliefs. If they in fact confirm this, then it most certainly may be time to invest in a new brand that will more effectively deliver the message of your company.
This is a major project
Do not take this project lightly. This goes beyond just creating a new logo or updating your current logo. You are essentially taking people who have become very familiar with your previous brand and training them to recognize, acknowledge and gain the right messages from your new identity. Let us not forget about the monetary cost associated with rebranding. Your branding and marketing team will have to work numerous hours to make sure this happens correctly and effectively. The company website will have to be updated, as well as any other marketing and print collateral such as business cards, brochures, flyer etc. There will be money and time invested into a rebrand project so it is important to make sure it is needed and done effectively. The last thing any business wants is to find themselves in the same situation a year or two down the line. The goal is make your brand as timeless as possibly. Do not allow the this to scare you but just ensure that you take everything into account.
We don’t want to “fix” it if it isn’t broke. Pepsi Co lost $33million in three months simply because they redesigned some packaging (and it wasn’t broken so why redesign it? Click here to read more about it: Rebranding: Good, Bad and Ugly. While Pepsi Co made the mistake of redesigning some packaging that didn’t need it, companies such as Apple have taken the leap and revamped their branding effectively. Can you imagine if Apple had not rebranded in 1997? Apple was one Apple Computers. The company removed computer from the name and made the apple more sleek, modern and sophisticated. Removing the word computer from the name allowed Apple to not be limited to only specializing in computers. This simple change allowed Apple to develop new and original products in other technological areas such as the iPad, iPhone and iPod. The new logo matches the modern, upscale, and sophisticated technology that Apple actually produces. This is a great example of a rebrand that took place. What the company actually offers matches the brand. This is what I like to call delivering on your brand’s promise! So, if you are considering rebranding, take the proper steps, ask the proper questions and make sure you get the proper people involved. This is no small decision or project and B Gard Graphics would love to assist you in the process. If you are interested please fill out the contact form in the top right corner of this page or send an email to firstname.lastname@example.org
Be great and remember don’t fix it if it ain’t broke! I always look forward to your comments below.