When should you rebrand your company? Here are times when my company has been asked to lead the rebranding effort:
- The company was sold
- The company was getting ready to be sold
- there was a significant change in management
- Focus was shifted to a new product line or service
- The sales channel shifted to a different way of interacting with customers
Rebranding is more than just updating a logo, refreshing a website or reprinting a new sell sheet. It may involve a new potential customer list, a new system for providing estimates, and should include a system for tracking and analyzing sales results. One recent successful rebrand is Key. They have been able to show their aspirations to keep growing as a result.
Rebranding means answering these questions first:
- Who is our target market?
- Why should they care?
- What is our unique competitive advantage?
- How should we tell our story?
- What’s the best way to contact them?
Businesses evolve over time, but sometimes the branding and marketing efforts have to play catch up. Does your business still have the old outdated tagline in materials that was “before ______”. Maybe it is time to look at rebranding your marketing efforts. While a new logo isn’t the whole picture of a rebrand, having a new logo isn’t a bad thing, hiring logo design services wasn’t a bad idea!
More Rebranding Articles:
Keep a Fresh Face on your Branding
Rebranding a Chrysler into a Nissan? Or more likely a Nissan into a Chrysler!
Are You Rebranding? or Just Updating Your Look?
Rebranding to help Marketing the Message
Rebranding: Fast, Faster, Fastest