Checking on your brand health is vital for staying relevant and profitable. Your brand is essentially your business’s personality. Sometimes even the most well-known brands have become outdated, or they no longer meet the standards of their target audience. Rebranding your business doesn’t necessarily mean scrapping your old brand entirely and reinventing the wheel. Taking your existing brand and making it more current and relevant to consumers can go a long way.
What Should a Good Brand Accomplish?
Branding is about getting your target market to consider you the obvious choice over your competition and confirming credibility in the market. A good brand will motivate a buyer to make a purchase and create customer loyalty. It should also help you deliver a clear message and emotionally connect your target audience to your products or services.
Why You Should Consider Rebranding
Your business is not a static entity, and therefore, your brand can (and should) evolve. Rebranding can help you be sure your brand continues to speak to your target audience while remaining true to your company’s mission and vision.
1. Keep Your Brand From Looking Outdated
The color palette, font choice, and general style of a logo can place it within a specific era. If you created your logo and website in the late 90s or early 2000s, it might be wildly apparent to the current market. Airbnb is an excellent example of an evolving brand. Airbnb is an excellent example of a brand that evolves. The changes to the logo and message aid in reflecting the company’s values and goals.
Photo credit: all-about-airbnb.com
2. Stand Out From Your Competitors
Use your branding as an opportunity to showcase the ways that you are different (and a better choice) than your competitors. If a new company surfaces with a brand similar to yours, it may become unclear to potential customers on whom to choose. We recommend you avoid using a generic logo or stock art in your brand, or you may find a competitor using the same one (awkward).
3. Expand Your Target Market
If your business wants to reach a new market, your brand must make it clear that you belong and are the obvious choice. When rebranding your business to reach this new audience, consider their expectations, and use this to head in the right direction. Proper audience profiling will require doing some research to get to know their wants and needs so you can reach them effectively.
4. Founded Brand Lacks Clarity
In the early stages of business, a company may define their brand before zeroing in on what they want their brand to convey. This lack of direction can lead to a vague or mundane brand message that is unable to grow with the business. Having a clear vision for your brand doesn’t guarantee it will be well-executed.
5. Your Brand Has Had Some Negative Publicity
This kind of reactive rebranding your business is one we all hope never to need but is sometimes necessary. If something causes the public to think negatively about your brand, a visual rebrand can be helpful to overcome that hurdle. Changes on the outside can reflect internal changes being made, as well as call positive attention to the brand. This situation happened with Uber, generating its second rebrand in three years. The Uber brand began to get some negative attention, and the old logo was attached to the less-than-ideal public perception it had gained. Uber rolled out a new logo along with a message of friendliness, accessibility, and mobility in hopes of winning back favoritism as the ride-share app of choice.
Ready to Rebrand?
Let us help you with a rebranding strategy. We can turn your refined mission, values, and target market into a brand that accurately reflects your business in the present day. Check out our recent rebranding announcement to see how we shook things up. Click here or call us today at 573-303-5476.