When Is It Time for a Branding Change?

You've opened your business a few years ago. Since your opening date, you've developed a style that you're comfortable with. Your small business expanded from a start-up to a self-efficient model.


At the time that you opened your business, you thought you had it figured out. You had the logo, the image, and the representation. You might attract repeat customers too. However, you start to notice that there is no consistency in your profit or growth. It could be the marketing or maybe you recognize that people don't remember your brand.


Before you decide to opt for rebranding decisions, here are reasons you should consider a brand change.


  1. Doesn't Stand Out From the Competition

  2. New Locations

  3. Lack of Recognition

  4. Shifting Brand Positioning

  5. Changing Your Brand's Image

  6. Final Thoughts

Let's begin!


Doesn't Stand Out From the Competition


The first reason to consider a rebranding is that your brand doesn't stand out from the competition. Do you often have to repeat your brand to customers? I'd recommend trying to reach out to customers that have purchased from you in the past. If they don't remember who you are or never recommended anyone to your business, it could be a branding issue.


You can write a list of your competitors to see how they're positioning their brand. You can't just alter your logo and colors and be done with it. Whether it's your goal, values, or vision, the material you're promoting must express a certain message. Customers will understand your new purpose, values, or vision if you change your brand positioning.


You Added New Locations


If your business has grown exceptionally and you want to open new locations, chances are you might have to rebrand. This is because your business has to be recognizable at other locations. If you're expanding to overseas markets that won't recognize your present logo, marketing, etc., you may need to renew your brand.


Lack of Recognition


Your original brand's idea was to be memorable. A business needs to be memorable to succeed. If you notice that your sales aren't consistent despite years of marketing, it could be your branding.


You are forgettable. Unfortunately, not all brands are created equal in terms of recognition. While standing out from the competition is important, you want people to recognize your brand. A brand that connects with its customers on an emotional level is usually those that last forever.


Do you have difficulty knowing what people like about your brand? You can start by asking customers what they liked about you and write down their comments. When you get a good idea of what customers liked about you, I'd recommend using their comments to rebrand into brand consumers will enjoy learning more about.


Shifting Brand Position


It's critical to adjust your brand positioning after updating your brand logo. You can't just alter your logo and colors and be done with it. Whether it's your goal, values, or vision, the material you're promoting must express a certain message. Customers will understand your new purpose, values, or vision if you change your brand positioning.


Changing Your Brand's Image


You want to change the brand's image. You'll want to update the brand's voice when it's time to rebrand. The point of view from which you produce all of your marketing material is known as your brand's voice.


Your tone is official, casual, funny, and so forth. It makes sense to modify your brand's voice and announce your rebrand in your new tone of voice if you're rebranding.


Now, keep in mind that not all rebrands are made equal, so think about whether a partial or complete rebrand is the best option for your company.


Final Thoughts


You're opting to rebrand. Once you've made your decision, remember to do research. For those of you unsure about rebranding, I know that it can be hard. You get attached to our business names or images.


A business can be like a baby where you genuinely want to keep its integrity intact. However, sometimes rebranding is necessary.


By the time you contemplate a rebrand, the physical pieces you employ to express your brand may have been in use for a few years. This implies you've had plenty of time to analyze their benefits and drawbacks before deciding to replace them.


You may wish to update your logo, utilize different colors in your marketing materials, or even develop new brand standards. Regardless, don't be afraid to make the decision. It can benefit you more than you realize.


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