Trying to decide if it’s time to rebrand? Lots of business owners reach the point where they’ve outgrown their branding, but making the decision to go through with a rebrand is a BIG decision. It can feel really scary to take the leap. We’ve worked with hundreds of business owners thinking through how a rebrand can help them better show off their level (and create their next era) — and it’s a big deal every time. If you’re debating whether or not it’s time to rebrand your business, read on for our two clear signs to help you think through the decision.
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.
Sign 1: Your branding is misaligned with your 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.
Wedding industry rebrand case study
When we worked with wedding planner client Spellbound Events, their founder knew that their old branding and website weren’t aligned with their goals, and were likely driving away dream clients. Based in Charleston, South Carolina, Spellbound Events crafts heart-centered celebrations for madly-in-love couples. These weddings are not your traditional Southern style. It’s much more about the magic that comes from couples expressing their love freely, than conforming to what’s expected. Their old branding just didn’t express this personality at all — take a look at this before and after!
The old brand and site didn’t show off Spellbound Events’ celebratory, inviting vibe — or come off as a high-end service. The new brand and site appeals to their ideal clients, unconventional couples, with a personality that’s equal parts magical and elevated.
Consider the types of clients you want to be working with. Is your branding designed specifically for them, or are you screening out a lot of leads who aren’t the right fit for your business?
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.
Sign 2: Your gut is telling you it’s time to rebrand
Our hot take is that you probably already know deep down if it’s time or not. But we get it, it can be really scary. Here’s your sign to trust your gut!
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.
Hoyt Homes rebranding by Crème Brands
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.
Medspa rebrand case study
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!
Where can I get expert advice on how to rebrand my business?
Are you considering a rebrand but unsure if it's the right move? It might be beneficial to schedule a consultation call. Our design agency has been rebranding businesses for over a decade. 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."
Want more support? Commonly asked questions about rebranding:
1. Q: How do I determine when to rebrand my business?
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 goals can indicate that it’s time 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. Here’s our founder, Kathryn Joachim, discussing the idea of price vs. cost in rebranding:
3. Q: How long does the rebranding process typically take?
A: The duration varies based on the scope of changes and agency you’re working with. At Crème Brands, a comprehensive rebrand takes around a month, or you can book a VIP Day for a quick brand refresh. We’ll make our recommendation on what will be best for your business. Learn more about our branding process.
Adam Gorham Films rebranding by Crème Brands
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: It’s all about going in with clear goals and choosing the right creative partner to work with. You don’t need to have any idea of what your rebrand will look like, but you do need to be confident in your vision for your business! You’ll want to have reflected on your goals and your “why” behind the rebrand. Seek out a designer who’s work resonates with you, and someone who makes you feel comfortable to share allll the details about your business.
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
Rebranding strategies 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 rebrand can multiple all your existing marketing efforts and help you create your next era.
If you resonate with any of the signs mentioned above and feel it's time for a change, consider taking that next big step towards a rebrand. It's all about creating a lasting impression that resonates with your audience, communicates your values, and elevates your business to reach YOUR goals. At Crème Brands, we’re accepting limited clients that are ready to invest in their branding and website this year. Reach out for more information.
Book a free consultation
Our creative director and founder Kathryn Joachim specializes in guiding businesses through successful rebrands. Schedule a discovery call with her today and let's explore the possibilities of transforming your brand to meet your evolving needs.
