Change can be scary, but it can also be the beginning of something grand — much like that feeling you had when you first launched your company, or first walked through the door of a new employer. As a company grows or changes, it’s important that its branding stay relevant. Styles change in time, so what was hip or engaging 10 years ago may feel outdated now. The time for rebranding may also come from the need for brand expansion, or the desire of an organization to reach a different audience they weren’t reaching before.
Take the leap.
Whatever your reason for rebranding, determining when to take the leap is unique to each organization. Before you decide, you need to determine why you want to rebrand. Are you making a change in organizational structure, audience, or product? Do you have a logo that hasn’t been updated in over five years, or does your brand feel stale? If you aren’t reaching your target audiences, the time to rebrand is now.
Just as the timeline to rebrand is unique to each company, so are the challenges you might face when confronted with the possibility of change. People can be averse to change, which may make taking the plunge to rebrand an internal or external challenge. And, besides the cost, branding involves effort and marketing analysis. If you plan to rebrand yourself, it’s important to work with a professional design team, so you don’t end up with confusing messaging or identity issues.
See the light.
Of course, there is always the light at the end of the tunnel to look forward to. Rebranding can revitalize a company from the inside, leaving the entity as a whole something to be proud of. It can also modernize an outdated brand and give it new life. New branding can help companies reach new markets and different customer bases, help mitigate poor PR by changing how the organization is viewed, and can create separate identities or build trust in a company that is changing structure.