Time to Rebrand your Business?
One of my first jobs in design was at a company that had just completed their rebrand. I remember staring at their letterhead thinking, oh lord, this is what I have to work with? My interviewers quickly calmed my fears by sharing their new and improved look and letting me know this (and not that) was what I would be managing. It was a 180 degree difference between the two. One looked outdated and bland, maybe something once popular in the early 80’s and the other was multi-faceted, interesting, and had a story.
Since that time I have worked with many businesses and the idea of rebranding has been a taboo topic. While some companies realize their brand could be better, they don’t want to spend the time or money redoing what they view is already working. Let me go back to my origin story, because it’s very important. That company I started with spent a lot of money and time reenvisioning their business and it paid off – twofold. Everything changed for them – they went all in. In essence they created a living mythos both internally and externally. Their employees believed in their story and their clients and future clients did as well. Their brand was so good that everyone lived it. I developed graphics and art throughout the office that supported their story with imagery and imaginative text. Our internal presentations and screen savers evoked the same feeling and messaging. All their marketing efforts and proposals included their story. And it was a fascinating one. They took their core beliefs (mission) and spread it like seeds which blossomed into new business and satisfied employees. And what’s more – their differentiators were so obvious, their competitors didn’t look nearly as innovative and competent as they did.
Can a brand REALLY do that you ask? Yes. It can.
Not every company needs to go all in and most won’t need to. Depending on the size of your business, you may be to to get by with a smaller rebrand. We work with a lot of small businesses and understand that these marketing costs are all up front before you see any results – and are they even guaranteed? To begin the process, evaluating your current brand and seeing where there could be improvements is the first step. In some cases even a tagline that never existed before breathes new life into a business by explaining succinctly what it does and what benefit the customer should receive. Wa-la! Perhaps the logo and website need to be streamlined or your marketing materials need consolidating. Whatever the case may be, a complete, wholistic rebrand may not be the way to go.
How do you know when it’s time? Let the professionals tell you. Seeking advice from the people who work with brands and will provide you with research and a thorough evaluation is the perfect start. They can determine what the best course of action should be, where to spend your money to get the most return and more importantly can provide a strategy.
Rebranding is not as scary as it may appear. It can add a whole new vibrance to the way you do business and how others feel about your company. Take the leap – you won’t regret it.
