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Why Rebrand?

by | Jul 2, 2020

You may have been thinking about breathing some new life into your business by rebranding but simply can’t justify the cost. So why would you spend money on something you already have?

A logo or corporate identity is just a small part of the overall branding of your business. Creation of a bespoke identity to represent your business needs to have maximum impact across everything you produce. A logo is often the first communication potential customers/clients will see. First impressions last hence the importance of a professionally designed logo. Your logo will bring instant recognition to your business and will be the foundation of your whole brand. It is the most recognisable element used to communicate to your target audience. Sometimes this means that a logo is often the only component businesses concentrate on when implementing a rebranding exercise.

A brand is all media that is seen by your new and existing customers/clients. These items include your logo, stationery, marketing material, website, signage and tone of voice you wish to use. Basically your brand is the whole look and feel that you want to create for your business with the logo as the main star of the show.

There are many reasons you may wish to rebrand, here are just a few:

There has been a change within the company
This could mean a new name, a new logo, and a re-evaluation of all branded marketing materials. This is why employing a design agency is so important – they can help you manage the whole project.

Business growth
Expansion into new markets may mean your business may outgrow its current branding and require updating to connect with new markets.

Moving with the times
Your current branding may have become outdated and not give a true reflection of your business anymore. It may be that when you started the business a logo was produced cheaply due to finances and simply no longer suits your business.

A change in the type of products you sell
It could be that at the beginning your business offered a particular type of product/service and a brand was originally built around that. The company name might even reflect this. As your business grows branding may need to be revisited.

To stand out from your competitors
Sometimes the branding of your business can look very similar to a competitor therefore you may consider a rebranding project in order to reinstate your business’ individuality.

Attracting new audiences
Your product/services target audience will change over time. A rebranding exercise can help you to reach out and connect with new customers. A change also gives existing customers/clients a fresh new look to work with and shows you are actively developing your own business to improve your service to them.

Just feel like a change
After many years of the same look and feel a business may simply feel like it is time for a change. You don’t want to confuse your existing customers/clients by implementing an unrecognisable brand with no prior warning so some digital marketing to announce the change is always a good idea. This also generates interest and a buzz around the whole thing!