Do you ever feel as thought your brand isn’t doing as well as it should?
Rebranding is a big challenge and requires a lot of time, so it’s best to be sure before commencing the process. Rebranding can have many benefits, including reaching out to a new audience and ensuring your brand is more relatable to modern times. Here are five tell-tale signs it’s time to rebrand your business..
What is a rebrand?
A rebrand is the process of reshaping how a company is perceived. A rebrand can include the reinvention of everything from a brand’s name and tagline to its logo and visual identity to its website and marketing collateral.
1. Your brand name no longer reflects your brand vision
One of the most obvious signs when to rebrand is a suboptimal brand name. What seemed like a great name 10 years ago now no longer represents what your brand is about.
Sometimes changes in cultural context can change the meaning of a name. Sometimes the name just doesn’t feel appropriate for the brand’s next iteration. If Larry Page and Sergey Brin hadn’t had the foresight to change Google’s original name, we’d all have BackRub as our browser’s default home page…
2. Your brand is outdated
If your brand looks and feels outdated, it may be time to rebrand. This could include a dated logo, colours, fonts, or messaging that no longer resonates with your target audience.
When Instagram quietly unveiled its new logo in May of 2016, some loved it, some loathed it, and most of us thought a new app had appeared on our phones. The fact that everyone was talking about it and had an opinion? That’s what the world’s most important rebrands do.
3. Your target audience has changed
If your target audience has shifted or expanded, your brand may no longer resonate with them. A rebrand can help you better connect with your new target audience.
From the 60s to the 90s, McDonald’s was a magical place for kids. The restaurant reached out to a young target audience through many marketing tactics – a smiley face logo, happy meal toys, an indoor play place, and most notably, a clown mascot named Ronald McDonald. However, their young, carefree vibe totally changed after Super Size Me showed how fast food contributes to childhood obesity. McDonald’s has since done a complete shift on their marketing. They rebranded themselves as a cheap, yet tasty fast food place for low-income families.
4. You want to refresh your image
Sometimes a rebrand is simply about refreshing your image and giving your business a new look and feel to attract attention and generate buzz.
In order to infuse functionality into every inch of its catalog, Adobe updated logos for products found within the Creative Cloud to a more modern colour scheme, weight and font. It also swapped illustrated icons for icons with two-letter abbreviations of each product name. Smaller, more detailed updates include removing border outlines, rounding out app corners and making sure that products with similar functions are easy to choose between by adding bold, contrasting colours.
As for the Creative Cloud logo itself, the brand has chosen to change the icon from its signature red to a rainbow gradient. This update represents all the different products Creative Cloud offers under this one umbrella.
5. Your business has evolved
If your business has grown and evolved since you first launched, your brand should reflect those changes. Your branding should accurately reflect what your business stands for and what it offers today.
A well-worn brand that hadn’t had a rebrand in two decades – MasterCard. Design agency Pentagram gave the credit card staple new website graphics, information pamphlets, a new logo and more.
The recognizable red and yellow circles were retained and the logo, largely unchanged since the company’s founding in 1966, received a subtle refresh to usher the brand into the digital age where the rest of the banking world was already living. Reinvention in the digital age calls for modern simplicity,” Rajamannar said in a statement announcing the change. “And with more than 80 percent of people spontaneously recognizing the Mastercard Symbol without the word ‘mastercard,’ we felt ready to take this next step into our brand evolution