Brand New: when not to rebrand?

When not to rebrand

In my last blog, which you can read here, I gave seven good reasons to consider a rebrand. In this post I look at four of the many reasons why a rebrand is a really bad idea!

Four reasons not to rebrand:

1. To solve internal issues

A rebrand will not fix internal issues in your business. For example, if your business has acquired a bad reputation, you need to fix that before you rebrand. Rebranding is something you do once you’ve got your act together, not as an attempt to solve business issues. Rebranding is also costly and time consuming so you need to properly plan the process out carefully. Your customers are not stupid they will see through a new name/logo pretty quickly

2. New management but no real changes

It may sound obvious but if the new management won’t change anything, then you should not rebrand.

3. Cost

Always take into consideration the cost of rebranding. If you can’t afford it, then don’t do it. The flip side to this argument is that if your brand is actually damaging your business the expense may be worth it to attract back your target market.

4. Still current

Does your well-established brand still resonates with current and prospective customers? If so, don’t change just for the sake of it, or because it might help generate more sales. The old adage “If it ain’t broke, don’t fix it” applies here. One good example of this is the Olympics, don’t mess with a classic. When London won the bid they wanted to inject a new modern, fresh twist on the logo. Unfortunately, it was met with resounding disproval and even hostility. ABC News reports that the logo, which cost $800,000 to create, was generally deemed as childish, ridiculous, ugly, and in no way representative of London or the Games.

So there you have it, some of the reasons why a rebrand isn’t always necessarily the best idea. In my next post I look at your unique selling point. Why you need to have one and how best to find it.