Re-branding is common in business, but it isn’t always the right option. In this article, we’ll explore when you should re-brand and what to watch out for.
Your website, social media pages, and a other digital options play an important roll in your brand. These digital marketing tools have to mesh with your traditional marketing mix. Your brand helps to make this happen. Even if you are consistent with your brand – there comes a time when you should re-brand. While re-branding may seem like a scary process there are times when you should re-brand.
You need a fresh look
If you’ve been in business for a while and your brand hasn’t changed, there’s a chance you need to re-brand. For example, compare Coca-Cola’s brand from the early 1900s with their branding today. Even though they still use red as their dominant colour, everything else is entirely different. If Coke felt the need to change over 100 years of business, what does that say about your company? It might be time for a re-brand.
Old Fashioned Look
Unless you’re going for an old fashioned look – it might be time for a re-brand. Your brand may be outdated and that makes your business look outdated. People do not want to do business with an old looking business. Customers want fresh and modern products & services, so with in reason it is good to tweak your look or re-brand every 5 years or so. You brand should reflect what you have to offer. When Apple decided to drop the rainbow logo and replace it with a clean “shiny blue” logo, Apple was demonstrating to their customers that they were ready for the future.
You want to improve your image
When people see your business name, you want them to have just enough information about your type of business while simultaneously making them curious. Your brand indicates what your customers will get from your business. Again look at Apple’s branding: the minimalist approach means their brand is sophisticated, which tells potential customers that Apple will provide them with quality.
You want to appeal to a new market
If you’re looking for ways to attract new customers or a different target market, then a re-brand might be fore you. Consider a brand like Puma: Puma’s imprinting is sleek and modern, appealing to younger consumers. If your business has been around for many years but isn’t reaching the kind of customer you want, then sometimes all you need is a fresh look that’ll help you connect with them better.
Your brand no longer reflects your vision for the future
If you want to move your business in a new direction, it may be time re-brand. An outdated logo and tagline will do little for helping customers figure out your brand values. A new brand in line with your revised values will help customers remember and know what to expect from your business.
The time is right
Branding isn’t something that is completed overnight. The decision to re-brand starts as a thought process and takes considerable time before actual changes are made. When Coca-Cola announced they would change their brand, it didn’t happen overnight – it took three years from start to finish!
If you’re thinking about re-branding, chances are you’ve been considering it for some time now. There’s no better or worse time than now to get started on your new brand. Everyone has an opinion about what type of look works best, which means that you should continuously work to improve their image to attract more customers.
It is essential to know precisely when you should re-brand your small business in Windsor, Ontario. While your business should keep up with the times and styles, you also need to stay true to your values and remember what brought you this far. Re-branding is the opportunity for you to look back but to also look forward.
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