Photo by Andre Mouton
Have you ever put on your favorite pair of jeans, and they seemed a little too snug? What was once a trendy hairstyle ten years ago is now aging. Sometimes a change in style is warranted, and for brands, it’s no different. If your brand is dated or has grown too big for the shoes it once filled, then it’s time for a change. Unsure if your business requires a rebranding? Check out these top five signs that it’s time for the brand to change.
1. Handing out your business card or sharing your website makes you cringe.
This is a major sign that changes and rebranding are in order. It’s probably the most significant indication that your brand has gotten too big for its britches. When you, deep down, feel that your brand is stale, unoriginal, or outdated, you need to reach out to a branding agency. When the brand is modern, and you believe in it, you won’t feel embarrassed to share your business cards and website. You know what they say - listen to your gut.
2. You’ve run out of ways to differentiate.
At the core of an effective branding strategy is having the ability to differentiate the business from your top competitors. If you think your brand has the same look and feel as the rest of your market, then it’s time to rock the boat. Reposition your brand with cutting-edge value propositions, and you’ll stand out from a sea of Stepford companies.
3. It’s complicated.
Is your messaging scatterbrained? Would it be easy for someone to get confused about what exactly you do if they come across your website? When your business becomes a complicated jumble of offerings with no narrative to unify it all, then it’s time for a change. When branded messages make the audience cross-eyed and confused, you’ll need to retrace your steps, simplify, and focus your messaging. Complexity in branding means less cohesion, and a tougher time capturing and holding onto market share.
4. What’s in a name? Reflection.
Ten years ago, your brand name may have been avant-garde and cutting edge. But most importantly, your brand name was an accurate reflection and representation of your vision for the company. Today, your brand name may no longer serve this vital purpose. Changes in the cultural context and business growth can change the implications and meaning of your brand name. If this has happened to you, then change it. Stale names shouldn’t hold back great brands.
5. The brand’s strategy has already changed.
When your brand was founded, you had excellent, strategic objectives, and you were able to meet them. But things change. Emerging market opportunities or technological innovations can cause you to pivot strategy. When your business objectives, models, and strategies change, then your brand should reflect these differences as well. The way your customers are served should align with the way your company operates under the hood.
When a change is needed, the signs may be everywhere. If you’re wondering if a rebranding is in order, look for these top indicators and if your brand has outgrown its original mission. With the right strategy, a rebranding investment can pay off exponentially.