5 Signs It’s Time To Rebrand
October 8, 2020 / Branding / Guest Post: Tarryn, Owner at Creativeside
You have outgrown your current branding and want to reposition yourself.
This is a big one! When you start out in business, you can be so caught up in the planning and the doing, that your branding is created without a crystal clear vision of you target audience. It might be done on a budget, designed without any real strategy behind it or use colours that no longer resonate. Next thing you know, a few years have passed, your business has evolved, you’ve evolved but your branding doesn’t represent any of that.
Along with your business growth comes the natural progression of wanting to reposition yourself to appeal to a more specific market. The initial branding for your business wasn’t designed with this new audience in mind and makes it more difficult to attract them, and may even deter them! An aligned and cohesive brand designed with your target audience in mind does a lot of the leg work for you in attracting those dream clients.
The global pandemic has forced you to rethink your marketing and value offerings.
With the recent global events, you may have had to quickly adjust and adapt to a new way of trading or offering your products or services. If you already had an online element to your business, the shift might not have been as daunting. Or perhaps pre-COVID you used your website as a place that potential customers could simply make sure you’re the real deal, but suddenly had to depend on it to provide value to customers in a whole new way.
Either way, it’s a situation that will test your branding. If you’ve found that a shift in your process or offerings has also created a shift in who your target audience is, then your existing branding may no longer resonate with you or your audience.
Research into who engages with you the most, will give you the answers to build a brand that connects.
You have a logo but not a complete brand identity.
You had a logo created so that you could put it on your business cards, website, product etc… but you didn’t receive a Style Guide. Put simply, a Style Guide is the set of rules and guidelines that shapes the way you incorporate your branding in a variety of situations. When all of your brand elements are set in stone; colours, fonts, image style, social post style, then creating new assets for your business is straight-forward. If not, there can be a real sense of disconnect between your design assets that creates brand confusion, and a lack of trust in potential customers.
With all your brand elements clearly stated in a Style Guide, you’re able to ensure each new promotion or design is in-line, and strengthening your brand.
Your branding lacks distinction from your main competitors.
In the branding process, you were probably asked to list your main competitors. And it’s natural to look at a competing brand that you admire and think ‘they must be doing something right, let’s aim for that style’. But successful branding is more than a visually pleasing aesthetic. And no two brands are the same, even if they offer almost identical products or services. The people you aim to serve, the problem you solve, the reason you do it, even the way you do it… somewhere along the line there will be things that differentiate you from your closest competitors. It’s those things you need to shout from the rooftop! HERE’S HOW WE SOLVE YOUR PROBLEM IN A UNIQUE WAY. And when you’re shouting that message, the last thing you want to be doing is blending in with a sea of competitors.
You are being told you are too expensive.
This is a big red flag that your branding isn’t conveying your value. If your overall brand messaging gives the perception that you don’t have all your ducks in a row, you’re going to have customers complaining that your prices are too high. People aren’t looking for the cheapest price, they’re looking for the best value. They’ll judge quickly, and without even realising they’re doing it. When they see your ad, visit your website or socials, see your signage… all of these things have a very short time to convey quality, value and instill trust.
Aligned brands give the prospective customer confidence in you, and make them much more likely to see your value, and invest in your offering.