How to Know If It’s Time to Rebrand Your Business

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If you’ve been in business for a while, you’ve probably thought about rebranding at some point. You might be getting tired of seeing your logo, your website might feel out-of-date, or maybe you have just evolved. Whatever the reason, you should know when it’s time to rebrand your business, and then take action.

There is a great deal of value that comes when you rebrand your business. Rebranding can breathe new life into your marketing efforts, enable you to stand out from your competition, help you to reach new and better target markets, and even allow you to charge more for your products or services.

It can be difficult to know when it’s time for that refresh. How do you know if it’s the right time to rebrand your business? When should you reach out to someone to help you with your rebrand?

Here are a few ways to know if now is the right time to rebrand your business:

Your Business Has Evolved

One of the most common reasons you will want to rebrand is because the way you do business has changed over time. You have evolved. You may be offering different products or services now, and your old brand no longer fits the new offerings.

You should always be refining your products and services to better meet your customer’s needs, and when those refinements become significant, it’s time to refresh your brand to match.

Your Target Market Has Changed

Sometimes your business evolves to the point of actually needing to connect with a different audience. This can be caused by a shift in your product or service offerings, or maybe you’ve just decided your old target market wasn’t working for you.

Either way, when you shift your focus to a new group of people, your branding has to shift as well. Your old values, differentiators, messages, logo, and website all have to resonate with your current target market.

Your Website Isn’t Working

I tell my branding clients all the time that your website should be a powerful marketing tool for your business. If it isn’t working, it may be time to rebrand your business. Creating an all-new website can be a time-consuming and costly venture, so it’s the perfect time to get your rebranding sorted out as well.

Updating your website is a great opportunity to also update your logo, your images, your color scheme, and most importantly, the messages you are trying to convey. It’s your website’s content, not simply the design, that sells your products and services. In order to get the content right, you have to engage in the intentional work of building your brand.

Your Logo Is Outdated

Your logo is not your brand, but it is seen everywhere alongside your brand name. If you are embarrassed when you see your logo, or it seems outdated or irrelevant, it may be time to rebrand your business. Since your logo is such a visible part of your brand identity, it can often be a glaring beacon that your business is in need of a rebranding.

A word of advice – don’t just start with a new logo. Take the time to define the foundation of your brand first – your values and beliefs, target market, competition, differentiator, personality, voice, messages, etc. Once you’ve got all of this worked out, then the direction for your new logo will be much clearer.

You Don’t Stand Out from Your Competition

One of the keys to building an effective brand is differentiating yourself from all the businesses similar to yours. If you are struggling to stand out in a crowded marketplace, then it’s probably time to rebrand your business. Rebranding should do a lot more than just get you excited about your business again.

Redefining your brand will allow you to position yourself more effectively in the market, making your brand stand out from the crowd, and giving people a reason to choose you over your competitors.

Your Vision Has Changed

Another great time to rebrand your business is if the vision for your business has changed over time. It could be that you want to take your business in a whole new direction. Maybe you want to open more locations in different cities or increase production to reach a wider audience. Or maybe you’ve decided that you want to add a partner to help with the workload.

These kinds of changes in the overall vision of your business will require you to revisit your branding and make sure your message is still on target.

It Doesn’t Have to Hurt

Whatever the reason, if you’re ready to rebrand your business, the process doesn’t have to be painful, lengthy, or even expensive. I have helped scores of small business owners create beautiful, effective new brands; it only takes a few weeks and it won’t break your budget. Let’s talk.

Are you ready to rebrand your business? Let’s do it together!