I've been asked this question a lot, and I like to think that I have an answer for it. But first let's talk about what branding is, then we'll get into rebranding.
Branding 101
Branding 101
Branding is the personality of a company, the perception of a company and its promise to customers, partners and employees—the overall experience they have with the brand. It’s also what sets your business apart from others in your industry.
As you consider rebranding, think about some of these basic branding principles:* Offer something different than your competitors.* Have clear messaging that customers understand.* Be consistent in everything you do.* Keep it simple and straightforward by using only one or two colors in your logo, website copywriting and social media posts.* Make sure all employees are on board with how to use the brand consistently across all channels
What is a brand?
Your brand is the perception of your company in the eyes of your customers, as well as how you want to be perceived by them. Brand is what your company stands for and what it does in order to accomplish its goals. Your brand can be broken down into four components:
Purpose - Why do you exist? What's your mission or goal?
Personality - How do people perceive you? Are you fun or serious? Friendly or professional?
Positioning - Where do you fit into the marketplace? What are some things that set you apart from competitors and make others want to buy from you instead of them (price, service quality, product quality etc.)
Promise - What exactly is being promised when someone buys from you (what will happen if I buy this product)
Elements of a brand
Branding is about more than just a logo. It's about all of the elements that make up your company, including:
Your logo (logos are often the most recognizable aspect of a brand)
Branding (the overall look and feel of your brand, including colors and fonts)
Copywriting (what you say to your audience)
Visuals (photos, illustrations)
Voice (how you speak in writing or on video)
Your mission statement should reflect these elements of your identity, so keep this in mind when creating one. For example, if you're trying to convey an inclusive atmosphere in a professional setting but also want to maintain an edge, consider using playful sans-serif font with vibrant colors like red and yellow.
What is rebranding?
Rebranding isn't just a simple logo change, but rather a strategic decision to change your brand identity. There are two main reasons why you should rebrand:
To reposition your brand. If you want to put more emphasis on a particular aspect of your business, or if you want to move away from negative associations that might be holding back the growth of your company, rebranding can help do this. This is especially important if you're selling something highly-sensationalized—such as edgy fashion pieces or alcohol products—or if there's been some sort of scandal surrounding your company (like sexual harassment).
To refresh and revitalize the image of an existing brand. If you've been running for years and feel like everything has gotten stale, rebranding may be what's needed to reinvigorate interest in what you offer customers today—and tomorrow too!
Should you rebrand?
If you're still looking for that surefire way to bring new life to your company and stand out from the crowd, rebranding is an opportunity that many businesses have taken advantage of. Rebranding can be an excellent way to refresh and make your brand more relevant in today's marketplace. It may sound like a daunting challenge, but if it feels right for your business, then take the leap!
You may want to rebrand because:
Your logo or messaging needs updating. Have you ever been confused by what a logo is trying to say? Maybe it was too busy or overwhelming; maybe there were just too many colors vying for attention (hint: less is more). Whatever the reason, sometimes it's time for a change. Rebranding allows you to update your look with something fresh and modern—and better reflects who you are as a company right now.
You want to reach new customers or move into an untapped market segment. If one particular demographic has proven difficult for you in the past, consider making changes that will broaden access across age groups or gender lines—or even explore different types of customers altogether (for instance: going from local boutiques only all online sales).
Rebranding can be exciting and scary at the same time, but can also be very rewarding.
Rebranding can be exciting and scary at the same time, but can also be very rewarding.
It's an investment of time and money, but it also has a high ROI (return on investment). So it's worth taking seriously.
Personally, I'm a big believer in rebranding when it makes sense for your business or organization. For example, if you have been around for a few years, or if your brand doesn't reflect what you do anymore, then it might be time to rebrand and update your identity so that people understand who you are and what value you bring to their lives!
When was the last time someone told you their story? Did they make eye contact? Did they smile? Did they ask about how YOU were doing before telling THEIRS? The answer is probably never because no one does this anymore...
Conclusion
We hope we’ve inspired you to explore the possibility of rebranding as a way to strengthen your business and reach new customers. Branding is one of the most important aspects of any company, and it’s something that should be taken seriously. Rebranding can help you grow in unexpected ways, but only if done right. So take some time to do research before jumping into anything too quickly—and when in doubt, always seek out expert advice!