Does Your Brand Need a Makeover? Five Signs that it’s Time for a Change

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 When you, deep down, feel that your brand is stale, unoriginal, or outdated, you need to reach out to a branding agency.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.

BRAIN POWER VS DELIVERABLES: Should the “now” take precedence over the “why”?

Deliverables aren’t everything when it comes to getting your project completed. While deliverables will give you a tangible item to consider within the broader context of your project, the deliverable is only the result. For a successful outcome, time and brainpower have gone into designing and creating the deliverable. Clients should make an effort to recognize the brainpower and creativity that has gone into the project as a whole, instead of getting bogged down in just deliverables.

What is a deliverable?

A deliverable could be defined in several ways. It is an element that fits within the broader scope of a project. Deliverables are both tangible and something provided by an agency. A website, article, PDF, or graphic are all examples of deliverables. While deliverables are essential to project completion, they aren’t the only thing that has gone into ensuring the project is a success.

Deliverables don’t manifest out of thin air. Someone had to use their time and brainpower to create and design the deliverable before giving it to the client. When it comes to a project’s ultimate success, it is the outcome of the deliverable that is key.

What are outcomes?

Outcomes in project management are the ultimate consequences of time investment, brainpower, and the project deliverable’s impact on the job. In essence, outcomes - the end-result of the brainpower that has gone into the project - are business benefits.

Why do clients often fail to recognize brain power over deliverables?

With brainpower and outcomes vs. deliverables, it’s easy to see in theory how these two things are different and why it’s essential to focus on one over the other. But it’s human nature to want to see immediate returns on investment, i.e., in the form of a tangible item. Unfortunately, the “now” can take precedence over the “why,” or big picture with a project. Also, it’s easier for clients to show their superiors that they’ve gotten something for the project with a tangible item to show them.

For clients, it’s so easy to lose sight of the big picture with a project due to a range of different factors, some of which may be high-pressure and stressful. Companies often lose sight of their “why,” let alone the purpose of a big project. Agencies often hear things from their prospective clients like, “We needed a company brochure yesterday,” or “last week was when I needed that eBook.” When agencies hear this, they often react in a knee-jerk fashion, cramming a bunch of design and development deliverables into a short period. But this comes with many risks:

• The deliverables will not align with the brand’s core values

• The brand will not be well-positioned with deliverables that aren’t well-thought-out

• Target personas will not be adequately defined

• Deliverables may not be functional or offer emotional benefits 

When clients get bogged down in deliverables, they risk losing the main objective of the project. Time and brainpower must take precedence. For projects of small and broad scope, the process must be valued over tangible items.

The end.

PURPOSEFUL CREATIVITY: Brands Must Find Their Why and Prioritize It

A purpose-driven brand is a successful brand. In today’s highly competitive business world, how do you stand out from the crowd? Modern consumers care about more than just your products and services. They want to work with brands that have found their “why” and are prioritizing it. Taking your brand to the next level of success means finding a sense of purpose - a purpose that makes a strong connection with your audience.

The “Why” is Important

Your brand’s “why” or purpose, will have a significant impact on how consumers view your specific company within the wider marketplace. Ultimately, a brand’s “why” becomes the ethos of its success. How you determine your “why” and market that purpose should align with who you are, and the spirit of your company. This definition or purpose is the driving force behind the connection with your ideal customer. Build a better brand when you define your unique “why.”

Brand Purpose: A Definition 

At its core, brand purpose is your reason for starting a business and what you and your company stand for in the first place. Sometimes, brand purpose is referred to as a “North Star” or “why.” Your “why” is the heart of your brand purpose, but that’s not all. Brand purpose is also about how you serve not just your customers, but your greater community. What are the unmet human needs your brand can fulfill?

When determining your brand purpose, it’s best to look at the matter holistically. How does your company represent your core values, and create value for your target audience, partners, and community? Purposeful creativity and North Stars boil down to how everyone touched by the company thrives together.  

Prioritize Your “Why” for Greater Results 

In the end, you’re brand is serving people with real needs and desires. Having a well-defined brand purpose will make your company stand out from the crowd and speak to your target audience and the community members you serve. People are drawn to the fact that their purchase can do more than simply get them access to the goods and services they want. Your brand purpose will make them feel like an integral part of something much more significant. With a brand purpose, you:

• Demonstrate that your brand is more than its products

• Show customers that your brand thinks beyond the next advertising campaign

• Inform customers that your brand goes beyond merely turning a profit, but wants to make a difference

We’re living in a post-consumerist age, where people are far more conscious about the products they buy and the companies they do business with. Consumers want brands to do more than just sell products or services. They want brands to stand for something bigger than their bottom line.  

Brands that inspire, believe in something, and make a positive impact in the world will reach a greater level of success than companies without a brand purpose. By prioritizing your “why,” you’ll forge a greater connection with your core audience, and build lasting relationships with your customers.