Should my company rebrand?

Should my company rebrand?

But first, what is a rebrand? We don’t use the term often because it signals the destruction of something old. And our clients have worked hard to build a brand that has served them well. But maybe they have grown out of it, or perhaps it doesn’t match their culture or communicate their why as it has evolved over the years.

We like to think of a rebrand as a refinement, refresh, or evolution. More often than not, we come in with a scalpel, not a wrecking ball. We don’t want to come in and burn everything down. We partner with companies to build a brand that breaks barriers and helps achieve business goals. And that usually means some sort of change.

Change is hard and risky, but we’re in it together. Here are some reasons to consider a rebrand.

Culture change

We like to begin working with new clients when there is a misalignment between brand and culture. Your outsides don’t match your insides. This might occur with new leadership, new team members, a change in values, or overall growth. Either way, a significant culture change calls for a brand change.

This was the case for our client Sensiba, an accounting and business advisory firm. As a B Corp, they focus a lot on culture. They needed an updated brand identity that aligned with their human-first approach. A brand identity is visual and verbal. Your foundational language is just as important, and in the case of culture, perhaps more important than your visuals. Does your team talk about the company consistently? If not, it could be time to address it.

Business change

A second reason your company might consider the need to make a brand tweak is because your business has changed. You could be acquiring a new company, launching a new product or service, or repositioning yourself in the market because of competition or growth opportunities.

This sort of business change was the case for one of our clients Fooji. We developed an intentional naming system that allowed them to launch new product offerings and expand their business. Business changes like this can create unique brand architecture issues bigger than your logo. A brand refresh can help you get organized amongst these changes. Whatever the reason, if there is a change in your business, it will almost certainly lead to changes in your brand.

Time change

No, not daylight savings time. When did you first create your brand? If it was more than ten years ago, you should consider an update. If you look and sound thirty, twenty, or even ten years ago, it does not represent who you are today. We recently partnered with Peoples Exchange Bank on a refresh to update their recognizable brand identity without losing their longstanding ties to community.

There are timeless identities, no doubt, but for most organizations, updates are made periodically. Only some brands need to look young, cutting-edge, or trendy (following trends is something you only sometimes want to do). Still, if you don’t look professional and current, you will be playing catch up to positioning yourself against the competition.

So, do you need to rebrand? Maybe. Maybe not. Recognizing any of the above instances of change is a good place to start. We love helping organizations think through important decisions like this one. Let's talk if you are considering a change to your brand and need someone to bounce ideas off of.

Tim Harris
Tim Harris
New Business

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