Brand New. When to rebrand?

Branding done right isn’t a fix, its a swagger

Many people think that if they’re not attracting the right people it is because they don’t have the right name or image and what they need is a change or a re-design. With all the love I can muster, if you are not growing what you have, it is not because of your logo. If you are not connecting with potential customers, no amount of design can create a long term fix. If you do have momentum however, the right brand can be a catalyst to new levels of growth.

Brand New when to rebrand

Here’s the deal: if you aren’t currently connecting with people right where they’re at, no amount of rebranding/design can solve your problem.

"Rebranding without momentum is kind of like dressing up for your prom and forgetting to court a date. Think about it." Matt Edmundson

Here are my top seven good reasons to consider a rebrand:

  1. Be memorable
  2. Change of philosophy
  3. Outdated
  4. Geography
  5. M&A
  6. New markets
  7. Growth

Branding is such an important aspect of any business, its your culture, who you are. But you’ve got to make sure any rebrand is done for all the right reasons.

  1. If your brand is not memorable (for all the right reasons), if people confuse you with someone else, all of your marketing efforts will be a waste of time and money. Or if you don’t own the trademark or your brand name or trademark is too close to another trade marked company causing brand confusion.
  2. The management team or company philosophy has changed.
    A management change could result in a change in the company’s philosophy and values – all good reasons behind a rebrand. A successful rebranding involves overhauling a company’s goals, message, and culture — not just changing a name or a logo. If your current branding is not in alignment with your brand values and culture then this is definitely time for a rethink. One good example is the brand ‘Burberry’. In the 1990s it was associated with gangs and some pubs and bars even stopped people from entering if they were wearing Burberry clothes. In 2001 Christopher Bailey took over as creative director, he kept the name and the distinctive check pattern for which they were famous but rebuilt the brand through newer, more modern styles of clothes and celebrity endorsement from the likes of Emma Watson and Kate Moss.

  3. Your brand is outdated. What may have been current ten years ago, is no longer inline with a) what customers want b) what you are selling/providing c) the look and feels seems inappropriately old fashioned. You can conduct market research to give you a feel for whether this applies.

  4. You’ve moved or expanded beyond your geographical name. This applies to businesses with their location names in their title.

  5. Merger or Acquisition. When companies merge or acquire other companies (and even when they break apart), a rebrand is often required.

  6. A new line of business or market. When a company enters into a new line of business or market that is not cohesive to the existing brand identity, they may need to rebrand. For example, whilst Coca-Cola haven’t exactly done a rebrand, their numerous different type of coke – coca-cola – diet coke, coke zero, coke life, and coke all appeal to different target markets, all with different advertising. They diversified their brand as they grew their range of products.

  7. Predicted growth. When a company is expecting growth, especially international growth, it may rebrand products and services into one consolidated brand. This is often done for consistency and to save money over time. One good example of this is the cleaning product Cif. This was previously called Jiff in a number of countries. However, this is very difficult to pronounce in some languages, so the company changed the product name to Cif, to save confusion and for uniformity/money saving worldwide.

I’m sure there are many more valid reasons to consider a rebrand but hopefully the above should get you thinking. In my next blog I will look at all the reasons why not to rebrand.