5 Signs Your Brand Needs Rebranding

What happens when branding gets old? Undoubtedly, nothing is good; this process is inevitable. It must be remembered that the main sign of growth is change. A brand must constantly evolve to keep up with current trends and consumer needs, and for that, it needs a refresh – rebranding.

Consumers demand quality design, content, and a strong sense of brand identity. But how do you know when it's no longer relevant and you need to rethink your strategy? BrandOn, a marketing and branding company, is here to help you with that.

Your brand no longer reflects the essence of the company. What seemed like a great name 15 years ago may no longer capture the essence of your brand. Changes in the cultural context can alter perceptions of a name, and sometimes a name simply doesn’t fit the next step in brand development. If Larry Page and Sergey Brin hadn't changed the original name of Google, we'd all have BackRub as our browser homepage. Regardless of the reason, you shouldn't let your brand hinder your company's growth. A strong name is the foundation of your brand; it is your brand's calling card and appears at every customer touchpoint.

You can't stand out from your competitors. After all, branding is the process of differentiating your business from the competition. You might be surprised by how many companies fail to communicate their core benefits effectively. When you lack a clearly defined unique selling point, making sales and growing your business can be extremely difficult. Both your employees and customers must understand why your brand excels and is different. Rebranding can help you identify and rebuild your core strengths – what you do better than any of your competitors.

Your business model or business strategy has changed. You can't always predict what external influences will force your business to change. However, when your business model or strategy changes, your brand must evolve as well. The way your company is perceived by its customers must always align with its performance. Any comprehensive rebranding initiative should start with establishing your company's purpose, vision, mission, and values.

You have exceeded your original mission. Many companies evolve by offering new products, entering new markets, and more. If your current branding no longer reflects your company's mission or the breadth of your services, it’s time for an upgrade. In this case, you don’t need to discard all the elements of your old brand when rebranding. While there may be weaknesses in your brand, there are also strengths that you want to build upon.

Your business boundaries have expanded significantly. This is another sign that you need to rebrand your business. If you have expanded beyond the area or city where you originally started, regional businesses often face the need for rebranding after significant growth. If your brand name is associated with the place where it originated, renaming may be appropriate. Regardless of your brand name, expansion will always lead to new customer needs that you haven’t explored yet, and the only way to understand these is to conduct research.

In summary, the question "When to rebrand?" is one faced by nearly all entrepreneurs. Whether the signs indicating it's time to rebrand are obvious to you or hidden, they can manifest in many ways.

Often, the first sign is that you are considering rebranding. One thing is certain: rebranding is a natural part of the evolution of any business. It's not a question of whether you should, but rather when you should. If you find it difficult to answer this question, the Brandon branding company is here to start the rebranding journey with you.