SO WHEN IS IT TIME TO REBRAND?

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ten questions to help you decide

Most people have heard of the term, but what does rebranding really mean - and when is the right time to make a start?

Here is a fairly typical "textbook" definition:

Rebranding is a marketing strategy in which a new name, symbol or design is created for an established company with the intention of developing a new, differentiated identity in the minds of customers, stakeholders and competitors. This involves radical changes to a brand's logo, name, image, marketing strategy and advertising.

Breaking this down, rebranding should be viewed as a strategic move - it is a fundamental change which will impact what we refer to as the "look and feel" of the entire company. The intention of any rebrand is to create a new and different identity - so we are not taking about just smartening up a tired brand, but something much more radical... so radical in fact that anyone encountering the brand will think and feel differently.

Turning now to when a rebrand should be considered, Brand Skillings have used the following questions to help crystallise our client's thinking:

1. Has there been a change in the competitive landscape?

2. Has your customer profile changed?

3. Are you pigeonholed as something that you (and your customers) have outgrown?

4. Does your brand tell the wrong (or outdated) story?

5. Have your customer’s needs, or the way they define them, changed?

6. Is your brand associated with something that is no longer meaningful?

7. Is your brand out of step with the current needs and desires of your customers?

8. Is your current brand in line with the your business objectives?

9. Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)

10. Will this solution work in 5 or 10 years from now based on what you can anticipate?

If your answers to these questions are positive, even not entirely so, then it may be time to consider how a rebrand could help your business.

It is also important to state that a rebrand immediately signals that something important has changed - so the introduction/launch must be measured, controlled and coordinated.

If having read this article you would like to talk through the implications and benefits of a rebrand for your business, then please get in touch - you can call Brand Skillings on 01908 610768 or use the contact form HERE.

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