Rebranding is a common stage that any company will face during its lifespan. Sometimes it happens soon after launching, and other times it happens when you’re a few years in and your message has changed.
But before you go all-in on a rebrand, it’s important to consider why you’re doing it. Here are a few things to think about before starting a company rebrand.
First thing’s first -- is a rebrand necessary? There are several factors that go into branding aside from the logo design or color palette.
Your brand tells your story and communicates your company’s message. If your audience is receptive to the message you’re communicating, and you’re seeing positive results, now may not be the best time for a rebrand. You may not love the look of your brand at the moment, but that can always wait.
The right time for a rebrand will be when you want to communicate a different message to a different audience.
As a business owner, you’ve heard it time and time again: know your audience. Without your audience, your business would be not be where it is today so keep them in mind when you’re considering a rebrand. If you want to start targeting a different audience from your current one, then rebranding would likely be necessary to appeal to a new set of people. But if your brand’s audience is remaining the same, then consider how they will respond to a new look.
A subtle logo change or more refined message has the potential to elevate a brand and would not likely make waves, but a major brand overhaul will definitely garner attention -- and it may not be the kind you want.
If you choose to rebrand for the same audience, prepare ahead of time by letting them know a new look is coming. They may love the change, but if they don’t, you’ll at least know that your new brand will attract the right people.
Another factor to consider is any changes in your business that would require new representation. If you’re offering new products or services and you think that your current branding doesn’t reflect those changes, then it’s time for a rebrand.
You want to make sure that your branding accurately lets your audience what you bring to the table. If you don’t think your current branding represents a wide set of products or offerings, then a rebrand is the next step.
The Big Picture
It can be tempting to jump on a current design trend, but consider the longevity of a trendy design. Think about how new branding will look down the road -- will it still reflect your brand’s message and overall purpose?
When we think about a rebrand, we think about iconic brands like Coca-Cola. Coca-Cola has been around for more than 100 years and has seen numerous logos throughout its tenure. But the things that have remained consistent have been the script font and red color.
These factors have given the drink company a recognizable brand, no matter how they switch up the logo design. If, through a rebrand, you can maintain the overall look of your company then it can be something to consider.
Contact a Brand Expert in Denver
Val Dudka Design Company creates websites, logos and brand books that help businesses in the Denver area and beyond tell their story. Let us manage your graphic design needs so you can continue doing what you do best. Reach out to us online to get started today!