5 Signs you Need to Rebrand

1. Your old image is obsolete.

First, you could be in need of a rebrand simply because your old image is obsolete. Design trends change quickly, and in the span of a decade or two, the fonts, colors and shapes that seemed cool at the time could be laughed at in the modern era as nostalgic leftovers. In these cases, the bulk of the brand can remain intact; instead, you’ll merely update the surface-level features, reshaping your logo, updating your brand voice and tweaking that voice for modern tastes.

2. You're targeting a new demographic.

An effective brand is one that’s created specifically for one targeted audience; this is what makes a brand relevant and relatable. If you decide your company is going to target a new demographic, your brand will have to evolve along those lines as well. A brand that appeals to middle-aged women won’t appeal to teenage boys. You’ll need to revise your image to stay alive.

3. A new competitor is threatening you.

Rebranding could also be a defensive move to protect your business against the rise of a new competitor. For example, if a new company emerges on the market that’s strikingly similar to yours, users might be confused as to which company to buy from. You can step away from the pack by differentiating your brand with new, more appealing standards. Alternatively, if a differentiated brand emerges, you can learn from some of the qualities that made it successful.

4. Your mission or values have changed.

Your mission and values should dictate how your brand develops. If they change, your brand should follow. For example, if your company decides to start providing more eco-friendly options and minimizing its impact on the environment, you can opt for a sleeker logo and a more down-to-earth voice. Whatever it takes to make your brand a reflection of your company’s identity, do it.

5. Your original brand was botched.

Of course, it’s also possible that you didn’t put as much time and thought into your brand identity when you first started- Your initial plan was to launch and start growing the business. You may have found yourself crowd sourcing your original logo, or not happy with the current look and feel of your brand due to using a cheap agency or service without much care for detail or found yourself working with and inexperienced worker on your team or family member. If your brand was originally “botched,” you may need to rebrand just so you can get a fresh start for your company’s identity.