When is it Time to Rebrand?

It’s that time of year again--rebrand time!

You’ll hear about the new launch of 2020 and everyone is so excited for a brand new look for a brand new year.

But here is something most don’t understand: You may not need a new rebrand.

Ask yourself why you want a new brand design:

“Because I’m not pulling the clients I want.”

“Because I’m not getting the reach on social media I desire.”

“Because I’ve outgrown my current brand and it no longer reflects what I represent.”

Now let’s break each situation and determine where a rebrand is needed:

“Because I’m not pulling the clients I want.”

Have you established who your current audience is? Setting up Google Analytics will allow you to get the demographics of your audience by age, sex, and lifestyle. If it’s not who you want, consider restrategizing your brand to reach that target audience. In this case, a rebranded design may help, but I’d go with a brand strategy first.

“Because I’m not getting the reach on social media I desire.”

This is 100% strategy. While you can fight against algorithms, you can have them work for you. You’ll hear the word consistency used here. If you want to dominate one or two platforms, you have to play into the content they love promoting. Instagram and Facebook love video, so if you’re just posting photos and not mixing it up with video content, you’ll need to adapt this into your social media strategy. This is not a case for rebranding. Figure out your voice and how you want to convey that to your audience, then put that in video form.

“Because I’ve outgrown my current brand and it no longer reflects what I represent.”

Congrats on outgrowing your brand! That means your brand is growing! It’s important to look at where you are and how the elements of your brand work with you. Rebranding, in this case, is in order as your brand matures. Think of it as a child. As an adult you’re not wearing the same onesie you wore when you were born, right? While that onesie did you well, it’s time to leave it behind.

The same with your brand. Your logo served its purpose for your brand, but now it’s time for an upgrade--take a look at who you’re serving and design accordingly. 10/10 would recommend a rebrand.

Sometimes you don’t need a rebrand, you need a strategy. Where is your brand in all of this?