2020 – is it your time to rebrand?
posted on: February 3, 2020 11:01 am
Where did the last 10 years go? This is the question that has been on everyone’s lips since the turn of the decade. Ten years on and (if you’re anything like us) added a few distinguished-looking grey hairs and wrinkles. But what about your brand? Has your brand aged quite so gracefully, or is it time for a rebrand? Is your new year’s resolution to give your brand a revamp? And if not, should it be?
Here’s how to know when it’s your time to rebrand.
You’ve lost momentum
A brand is only as fresh as the people behind them. If you are passionate about your brand and what it stands for then this is half the battle. If, on the other hand, you feel like your brand has hit a bit of a rut, then this is likely to show over time in your brand too. Typical examples of this include brands that have;
- Brands that have never considered branding to be all that important
- Brands that have stopped trying to evolve what they already have
- Brands that have forgotten what they initially stood for
You’ve taken a wrong turn
A brand should be in a constant state of evolution, but this does not mean that you should abandon or forget about where your brand started. Brands that have lost their way typically;
- Try to appeal to everyone all at the same time
- Send out contradictory messages
- Seem confused in their approach
- Contradict themselves in their presentation and sales messages
- Break brand guidelines or do not have any
If you feel like you tick any of these boxes then it’s probably time for a rebrand.
How a rebrand can help
Without a rebrand, it can often feel like you are throwing money at problems that you can’t ever seem to solve. A rebrand can diagnose where you may be encountering problems and put a plan in place to get your brand back on track. A rebrand gives you a solid direction to take that you know you can use as a guideline for all of your marketing and sales messages moving forward. If you are confident in your brand and your message, then you can feel confident in all further investments in it.
What’s involved in a rebrand?
A rebrand will look at your business in detail and attempt to understand what it is that makes it tick. It will also look at your customers and potential customers and how you fit into their daily lives. Once you know who you are and who your customers are a rebrand will bridge the gap with brand and design assets. Finally, it’s time to get your brand out there with targeted and tailored marketing and branding campaigns.
Where should you put your new brand?
You’ll want your new brand to be seen by as many of the right people as possible. Depending on your customers and what you are trying to achieve this can include any number of the following assets;
- Your website
- Digital marketing campaigns
- Branded stationary
- Branded promotional material
- Clothing (work or otherwise)
- Printed marketing materials
- Letterheads & business cards
And the list goes on. If it doesn’t already then your brand should live in as many places as is feasibly possible. No stone should go unturned when it comes to using what you have to get your name out there.
Successful brands consider their brand in everything that they do and every decision that they make. Over time, this is likely to mean making some difficult decisions and making some sacrifices. But this is all part of what it takes to drive a brand forward.
Kaizen Brand Evolution
At Kaizen Brand Evolution we understand the difficulties that brands face in evolving their brand and in keeping it fresh. If you’d like to find out more about what we can offer you can visit our rebranding page. Alternatively, you can get in touch via our contact form or by calling 028 9507 2007.