We often have clients coming to us for a re-brand, some are opting for a re-brand because they feel that their original identity no longer resonates with their customer base, or they want to represent their core values in a better manner.
More often than not, we find that small business owners or owners of startups don’t put as much thought into their brand identity, brand personality and brand logo. This, in turn, can have grave consequences when the company grows.
Before going through the process of a re-brand, ask yourself these 5 questions, to gauge whether or not you as a business need a re-branding done or not.
1. WHY SHOULD I RE-BRAND?
Some brands need a complete makeover, but sometimes there is absolutely no need to change your logo. Before opting for a re-brand, ask yourself why you as a business owner want to re-brand your business. Sometimes businesses just opt for a re-brand because they feel like they should be doing something.
Ask yourself if it’s because of changing market trends, or a change in the way you want to portray your brand. Knowing why you want to re-brand is essential for it aids perfect execution.
For instance, if you want a greater focus on one aspect of your brand personality or values, then it is important to know exactly what it is you want to represent/changed.
2. DO I KNOW MY CUSTOMER BASE WELL?
You cannot just re-brand based on your hunch about what is it that your customers need to see. The process of re-branding should be one that is well thought-out and structured in the sense that you, as an authority of the brand need to conduct surveys, interviews and research to make an educated guess about what would work best.
3. WILL IT MAKE ME MONEY?
Re-brands often involve large sums of money being taken out of a marketing budget. The question you need to ask yourself at this point is if the monetary benefits are enough to take this risk.
Will your re-brand cause enough increase in sales to make you a profit?
As discussed above, re-brands often need large sums of money for pre-makeover research, surveying and then the process of hiring a designer to re-do your brand logo etc. You also need to make sure your budget allows for this decisions and loans don’t jeopardise the future growth of your company.
4. WHAT IS UNIQUE ABOUT MY BUSINESS?
What is the one thing that makes your brand stand out? A re-brand is an immense opportunity for you to revamp your brand image. Having a clear idea of what is it about the brand that you want represented makes the whole process smoother and much more effective.
You as a brand owner clearly outline the impressive aspects of your brand and make sure they are that starting point of your re-branding process.
5. WHAT ARE THE RISKS INVOLVED?
Information. Information. And for more information. I cannot stress this enough! Educate yourself on the process of rebranding. Know what it is, and what is required.
Moreover, familiarise yourself with the downsides of re-branding and the risk of alienating existing customers involved.
One of our strong points is taking a company's identity and revamping it. Our re-branding process involves talking to our clients to better gauge what their expectations of the process are. We believe the best re-branding rollout is that which is carefully planned and goal oriented.