When Does it Make Sense to Rebrand?

Rebranding can make or break a business. Executed properly, a rebrand can save a failing business or optimize an already successful one. However, an unnecessary or ill-advised effort can hurt your position in the market and turn off consumers. Capricious rebranding can make a company seem unstable. Whether it is altering a few design elements or restructuring an entire business plan, a rebranding effort needs to be timed properly to be effective.

Update Outdated Design Elements

Some logos and color schemes are so iconic that they can never be altered. However, for most companies, a facelift eventually makes sense. If your advertising looks unengaging and unattractive compared to your competitors, it might be time to consider a rebrand. Even then, rebranding does not have to be a complete divergence. There are many options for revamping the visual elements of a brand while maintaining its identity. New fonts for signage and marketing materials can go a long way towards updating a brand. Adding an accent color or shifting the shades of your current brand colors can be a good way to refresh your image without confusing customers. Finally, consider modernizing your current logo instead of creating a new one.

Signify a Change in Direction

Rebranding represents the opportunity to distance oneself from the past and declare a direction for the future. Major shake-ups at a company are frequently a precursor to a rebrand.  For acquisitions, it frequently makes sense for the purchased company to come under the umbrella of the purchasing company. In the case of splits, a new brand can clear up any reputation or rights issues that may exist from past partners. Sometimes, a business' target demographic may shift organically over time and they find that they need to rebrand for their new market. In some cases, this may be accomplished with an updated messaging strategy, and in others it may take a more rigorous change of direction.

Deciding to rebrand can certainly be a difficult decision. It represents a significant risk and an investment of much time and money. What is another hard decision that is just as important to a company's long term success? Deciding not to rebrand. Consistency is valuable in a brand; making changes for the sake of making changes serves neither you nor your customers. Whether you are thinking about a fresh coat of paint for your company image or you need a whole new identity in a hurry, Signarama Buffalo Grove is here to help.