2 Clear Signs It’s Time for a Rebrand: Is Your Business Ready for a Brand Transformation?
Have you ever wondered if your brand truly reflects the future aspirations of your business? Embracing change isn’t just about staying relevant; it's about unlocking new opportunities for growth and connection. In this post, we dive into the two most important considerations for whether or not it's time for a brand refresh, exploring intuitive signs and practical insights to guide businesses toward an impactful rebranding strategy. Through real-life examples, key considerations, and a helpful Q&A guide, we help you answer the question — “How do I know if it's time to rebrand my business?”
Business is always changing. From new technologies, to what your customers are most looking for, staying relevant is paramount. Your brand serves as the face of your business, influencing how your audience perceives what you offer. But when is the right time to consider a rebrand? Let’s explore some key indicators that it might be time for a change.
01. Assessing Your Brand's Alignment with Future Business Goals
Are your website and brand misaligning with where you envision your business heading? Sometimes, growth can outpace your brand's representation. As your business expands, diversifies, or targets new markets, your brand might struggle to keep up. If your current brand image feels disconnected from your aspirations for where you see your company in the future, it might be a sign that it's time for a rebrand.
Assess whether sticking with your current brand might result in lost sales. You have to consider not just the potential value of branding, but also the potential loss if you don't brand.
Client case study in the wedding industry
When we worked with wedding planner client Spellbound Events, she knew that her old branding and website weren’t aligned with her goals, and were likely driving away her dream clients. Take a look at this before and after!
The old brand and site captured some of our client’s goals for the style of work they wanted to be doing in events, but they didn’t come off as a high-end or premium service.
The new brand and site encapsulate their ideal client, and meet the magical objective that we set out to create. We helped their brand visually represent that objective by giving it a makeover from top to bottom.
Study on design-driven companies
Still on the fence? A study conducted by the Design Management Institute, suggests that design-driven companies have maintained a significant stock market advantage, outperforming the S&P by 219% over ten years. While this statistic doesn’t solely focus on rebranding's direct impact on sales, it indicates the financial success correlated with design-centric strategies that often include rebranding efforts as part of the process.
02. Trusting Your Gut Feeling When Assessing Brand Alignment
Often, intuition plays a significant role in decision-making. If you, as a business owner or part of the team, have a lingering feeling that something isn't right with the current brand, it's worth exploring. Your gut might be signaling that the brand isn't portraying your business in the best light possible. Remember, if it doesn't resonate positively with your client, it's doing a disservice to your business.
Fix the root issue of your brand
Many times, people sense something is “off” but try to fix an underlying issue with a bandaid solution. You don’t want to rebrand, and so you start throwing money at lots of other potential solutions! Maybe you invest in PR, ads, marketing, and a leads generator. The issue is, these all point BACK to your old branding.
Everything stems from branding. Before hiring a publicist to drive more traffic to your site or seeking a business coach, ensure you understand your branding. The branding process lays the foundation and crystalizes your unique identity. Ramping up lead gen or product marketing gets you in front of more people, but if you're not clear on your brand, it won’t give you the return you’re looking for.
Survey of executives on rebranding
It can be hard to quantify the impact your brand is having on your bottom line — after all you can’t exactly go survey every prospective customer and poll them on your current brand vs. a future design that doesn’t even exist yet! But, executives swing heavily on the side of trusting their gut that branding is an important move to elevate a business. A study conducted by Hanover Research found that 81% of executives have seen a positive return on investment from rebranding efforts.
Client case study in the Medspa industry
When our client Wisdom & Youth Medspa came to us looking for a rebrand, the owner just knew that her current logo wasn’t cutting it. She was preparing to release a line of white-label products and had invested in a new practice office space. She felt in her gut that her branding was off. Here’s a look at where this client started, and where she ended up!
Her old logo felt chaotic and dated. It didn’t feel youthful — the antithesis of her mission. It also felt rather stuffy and not as exciting as the results she was getting her clients.
Her new logo now feels fresh and inviting! With a color palette of bright shades of blue and teal and a soft purple accent, this brand grabs attention right away. By incorporating a “splash” symbol onto the ampersand in the logo, we were able to tie in a dash of whimsical vibes. We included logo configurations featuring sunburst lines to further drive home the magic behind the brand!
Do you have any resources for assessing whether or not it’s time to rebrand?
Still wondering whether or not your branding is aligned? Sometimes you’re so close to the business that it’s hard to take a step back and see things from your client or customer’s perspective!
If you’re still feeling unsure, walk through a step-by-step brand audit with our DIY rebrand audit worksheets to get clarity on where your brand stands.
Where can I get expert advice on rebranding my business?
Are you considering a rebrand but unsure if it's the right move? It might be beneficial to schedule a discovery call. We can provide insights into your brand's current positioning, assess its alignment with your goals, and offer guidance on whether a rebrand would be beneficial. Book a free call with our Creative Director, Kathryn Joachim, to get expert advice.
Deciding to rebrand isn’t a decision to take lightly. Before diving into rebranding, consider these questions:
Is your current brand hindering growth?
Are you facing challenges in connecting with your target audience?
Does your brand represent your values and the direction you envision for your business?
Remember, a brand is all about how your business is perceived. For your investments in marketing to pay off, your brand needs to speak to the ideal customer. We love the quote from Marty Neumeier, a respected author, and expert in branding, "Your brand isn't what you say it is, it's what they say it is."
In conclusion
Your brand is more than just a logo or a name; it embodies the essence of your business. Trust your instincts, assess your brand's performance against your objectives, and seek expert advice if needed. Remember, a well-executed rebranding strategy can revitalize your business and propel it toward new successes.
If you resonate with any of the signs mentioned above and feel it's time for a change, consider taking that crucial step toward redefining your brand. It's about creating a lasting impression that resonates with your audience, communicates your values, and propels your business toward its envisioned future. We are accepting limited clients that are ready to invest in their branding and website this year. Reach out for more information.
Want more support? Commonly asked questions about rebranding:
1. Q: How do I determine if my business needs a rebrand?
A: Evaluate your brand's alignment with your current goals, target audience, and market trends. Signs like stagnant growth, outdated visuals, or a mismatch between your brand's image and your business aspirations can indicate the need for a rebrand.
2. Q: What are the risks of not rebranding when it’s needed?
A: Failing to rebrand when necessary might result in reduced competitiveness, loss of relevance, or difficulty in connecting with evolving consumer preferences. It could hinder growth opportunities and impact your market positioning.
3. Q: How long does the rebranding process typically take?
A: The duration varies based on the scope of changes. At Creme, a comprehensive rebrand might take a day, 4-6 weeks, or even longer if it includes sales material or packaging redesigns. We have options ranging from VIP Days to our in-depth custom design process. Learn more about our services.
4. Q: What should I consider before deciding to rebrand my business?
A: Reflect on your brand's core values, objectives, and the message you want to convey. Conduct market research, gather stakeholder feedback, assess the potential impact on customers, and ensure the rebrand aligns with your long-term business vision.
5. Q: How can I ensure a successful rebranding process?
A: Plan meticulously, communicate transparently with stakeholders, involve your team in the process, and maintain consistency across all brand elements. Seek expert guidance if needed, and continuously evaluate the rebrand's impact post-implementation to make necessary adjustments.
Are you ready for a rebrand?
If you're considering a rebrand or want expert advice on aligning your brand with your business goals, we're here to help.
We know this is a big decision, so wanted to share a bit of our client's perspective:
Rebranding results from a client
"We’ve increased our profit by 100%. That’s an actual statistic - a 100% increase. We have had countless compliments on our website, logo, and organized direction."
—Ann Travis
Book a free consultation
Our creative director and founder Kathryn Joachim specializes in guiding businesses through successful rebranding strategies. Schedule a discovery call with her today and let's explore the possibilities of transforming your brand to meet your evolving needs and aspirations.