When Is the Right Time for a Rebrand?
Spin Creative • May 24, 2020
A lot of time and effort has been put into establishing your company’s brand. But one day, you might realize that your current brand doesn’t quite fit the future of the business. When there’s a disconnect between what your brand stands for in the public eye and where you want it to go, you might need to consider rebranding.
Rebranding is a scary thought for most marketers, but it doesn’t have to be intimidating. Almost every mainstream brand has gone through at least one, if not many, rebranding efforts over the years. As your company grows and evolves, it’s likely it will require a rebrand to keep it in line with its audience and goals.
Reasons you might need a rebrand
If your branding is feeling stale, conduct a brand audit
to determine if your branding is aligned with your goals or if it’s time for an update. Here are some of the top reasons a rebrand is in order:
• You need to refresh outdated branding:
What was popular or considered hip, sophisticated or engaging 10 years ago is probably not as relevant today. If your branding hasn’t kept up with the times, your business might seem dated or out of touch. Rebranding allows you to refresh your logo, color scheme and design style to stay fresh and current.
• You’re targeting a new demographic:
As your company grows, you may decide that you’re better suited for a different market than the one you initially targeted. If those audiences don’t share the same demographics or behaviors, you’ll want to reposition your branding. This might mean giving your logo a facelift, alerting your design style and even adopting a new name
that’s more attractive to the new audience.
• You need to stand out from the competition:
Your business may have been the first on the scene when it was founded, but competitors likely grew over time. If your business blends into the crowd instead of standing out in it, rebranding can help you differentiate yourself. Identify your unique value propositions and build a brand that highlights them.
• Your brand has lost its course:
Some brands seem to have lost their way over time. This can result in complex or scattered messaging that might not target any audience in particular. If your brand has become unfocused, a rebranding strategy can center your priorities and get your business back on the right track.
• Your company has evolved:
The goal of most companies is to grow and adapt in order to stay relevant in the market. This often means expanding product or service offerings and tapping into new markets. Unfortunately, when this happens, the company’s original branding can go stale. A company’s branding should keep pace with its evolutions, so a new name, logo and design might be needed to more accurately represent what your brand stands for.
Once you’ve determined a rebrand is necessary, it’s time to get to work building a more accurate representation of your business. Consider refreshing your name, logo, design and brand voice
to bring it back in line with your vision.
When your rebranding is complete, you’ll need to share it with the world! Strategic messaging, including social posts and even a “Meet the new us” video can explain why your company rebranded and why it’s a positive thing.
Does your brand need a refresh? Spin Creative can help align your brand and company goals, then set them into motion. Say hello
to get started.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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