Do you sometimes get that sinking feeling that your brand isn’t up to the challeng?
“Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer’s perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer’s needs.”
Rebranding should never be taken lightly. It’s time consuming, expensive, and, most importantly, a rebrand can confuse your current audience or worse, cause them to drop you from their list.
Here are 5 signs that it’s time for a rebrand.
1. You’re business has evolved
Businesses change and pivot often. Your past framework may not fit with your new desire to add certain services or an entirely different offering. Whatever the case, if your business goals or messaging have shifted, you may need to rebrand, or at least tweak your brand.
2. You’re ashamed of your business website
This one’s the most common concerns among my clients. They either a) rely on DIY for their branding and website or b) hired a random and cheap web designer. Overall, the result is an overwhelming embarrassment when it comes time to promote your business online.
3. You get people to your site but no one bites
If you can drive a ton of traffic to your website, but no one converts — that is a problem. This is often caused by branding that targets one audience while your marketing focuses on another. The result is confusion. People click through to your site in need of one thing and find another. Ask yourself: “Dp my marketing efforts target the same people as my brand?”
4. Sales still aren’t where you’d like them to be
If you feel that you’ve tried every form of marketing possible and you’re still not getting people to convert, you may need to rebrand.
5. Your ideal client has evolved
Think of a fast food chains like Wendy’s and McDonalds. They are changing their image to match the preferences of the today’s consumer. For example, “McDonald’s has diversified its menu to include more [healthy] items. It is also exploring automation to make its food more customizable.”
Meanwhile, fast casual has disrupted the fast food industry. “the traditional fast food most people grew up with is evolving — due in large part to young people who are more conscious of what they’re eating and who want food that is healthier, less processed and more sustainable. A new type of restaurant, known as fast casual, has emerged to meet this demand and appears to be making a significant impact on the quick-service food industry.” This is an example of industry shifts that prompt a rebrand.
Your branding communicates the first impression. Does your brand clearly communicate who you are and how you can help customers?
A brand that misses the mark can look unprofessional and amateurish. So, ask yourself:
Is everything consistent?
Does my target market find this appealing?
What am I up against (i.e. my competition)?
Ultimately, if your brand doesn’t connect with your ideal clients, it time for a change.
This article has been edited.
Yasmine Robles is a self-proclaimed glitter bomber of brands helping entrepreneurs get the drool-worthy business visuals they deserve. Fun fact: You can usually find her sipping margaritas and latin dancing on the weekends. Get free brand help at Robles Designs. Connect with @roblesdesigns on Twitter.