9 Rebranding Situations To Consider

Before we jump into the reasons to rebrand, in order to add context for this article, let’s first discuss what it means to rebrand.

A rebrand or brand refresh is not a minor task. A rebrand will require an enormous amount of time and resources. So, a rebranding initiative should be considered carefully.

A typical rebrand initiative may require a new name, a major reposition of your brand, an overhaul of your current offerings and how you describe them, a major update to the visual language you use to express your brand, and so on.

Because a rebranding initiative is a major deal and can consume an organization for many months, it is imperative first to initiate a brand audit. A brand audit will provide you with the clarity and information you need to thoroughly analyze the state of your current brand and also articulate all of the necessary brand elements you will need to update or change.

As I work with many great clients throughout the country, I often get asked when is the best time to consider rebranding. Although there isn’t a definitive rule or guideline, there are many insights into your brand that should help shed some light on the appropriateness of rebranding. Consider several of these situations:

  1. Are your sales down or stagnant?
  2. Have you made a significant change in your business, product or service?
  3. Has the competition landscape recently changed?
  4. Have you outgrown your name?
  5. Is your brand frequently confused with another brand?
  6. Has it been several years or more since you have reviewed your brand message and positioning?
  7. Has your company merged or changed ownership recently?
  8. Have you added products or services to your company which affects your overall brand message?
  9. Have you reached a major milestone in your company?
  10. Finally, since we are just scratching the surface, there are many more variables to consider if a rebrand is necessary.

If any of these sound familiar, then you should consider rebranding. If done successfully, several major benefits of a rebrand will be to create additional excitement with your current customers, a revive-ration of your current brand, boost brand equity, define a clear brand purpose, get everyone in the organization on the same page, increase sales, create stronger brand loyalty, potentially save you money, and there are even more.

Lastly, it is always a good practice to review your brand’s message and position periodically. When we are asked to perform a rebrand, we typically start with a brand audit. Depending on the outcome of the brand audit, you many not need to do a total rebrand. On the other hand, you might need to invest in your brand a little deeper to keep the competitive edge.

Want to learn more about rebranding? Contact Alex Valderrama at Cranium Agency.

 

About Alex Valderrama

Alex Valderrama
Alex Valderrama is one of the nation’s top Brand Strategists, Award-winning Designer, Author, and the Principal at Cranium. Through his unique experience working with several hundred clients, he has helped many brands lead in their industry with Business Growth, Brand Strategy and Customer Experience Design. Alex has worked with some of Nation’s most well-known brands such as Truven Health Analytics, Principal Financial, Citi Community Capital, Massey Ferguson, Microsoft, Wells Fargo, Gates Rubber, National CineMedia, and Fathom Events. In addition, he has also worked with small businesses such as Basil Doc’s Pizza, Spavia, Santa Claran Hotel, and Aldo Leopardi just to name a few. Alex gained his BFA at the International Academy of Design with emphasis in Visual Communications. He also achieved the honor of Summa cum laude. Alex has taught advanced branding and marketing courses at Arapahoe Community College and Metropolitan State University in Denver, Colorado. In the past, he has been the curriculum advisor to several universities as well as a mentor to both students and interns. Alex has served as a judge for several national branding and marketing competitions. He lectures regularly on branding and marketing throughout the design community and the business sector. Alex has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups and marketing associations. Additionally, Alex has held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters. Alex frequently writes about branding and his agency has received over 80 national and international awards from esteemed industry competitions such as Print Magazine, Graphics and American Corporate Identity. His work has also appeared in over 20 international publications such as: The Big Book of Logos 3; The Best of Business Card Design 5; Blue is Hot, Red is Cool; Direct Response Graphics Book; Rockport’s Letterhead; Logo Design 6 Source Book; and, Best of Brochure Design 5 just to name a few.

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