Why Rebrand Your Business?

Many businesses approach me for rebranding and it’s no secret as to why. Over time, a business develops in many different ways and as a result, so should the branding itself. It could be a question of modernisation or growth, but whatever the reason – at some point – rebranding or a branding refresh will be a necessity to your company.

As a Graphic Designer, it’s important to be able to recognise the fundamentals of a brand that must remain integral to the design, but it’s equally as vital to point out the elements that require updating, amending or changing completely to successfully update the brand. When it comes to rebranding, hiring a professional designer will take away the stress of wondering what needs to change and why.

Why should you rebrand your business?

There is no ‘set time’ that you should consider a rebrand, however there are definitely certain points in business where it should take precedence:

• Your brand has become outdated. Your initial branding was created at inception, and as time has moved on, so have design trends, popular colour schemes, appropriate formats, and the rest.

• Your branding requires some serious investment. As a start-up, money isn’t always growing on trees so starting small ‘has to do’. However, now your business is expanding and seeing success, you require a more clean-cut, professional design to continue to move forward.

• The logo and letterheads you have used since day 1 are now unsuitable. Homemade and only available in a single format, these designs simply aren’t suitable for a multitude of print and web purposes.

• Your brand – through its own development process – has ended up with logos of varying colours and styles, and your brand is becoming diluted as a result. You want to continue to grow your business with a single, strong design to strengthen your brand.

• Your brand has grown over time and unfortunately, the initial designs that you hold dear to the start-up stage of your business have now become outdated and do not reflect the quality or nature of your product or service.

Perhaps none of the above points apply to your brand as of yet but you do feel as if some form of change is necessary. In this case, you may be ready for a brand refresh if:

• Your business is merging with another business and the brand must reflect combined values

• Your business is now targeting a different audience so your brand must appeal to them

• Your business has changed the product or service on offer so the brand must be updated.

• Your business has slightly outdated branding and requires minimal refreshment

• Your business is moving into a new market segment and your brand must reflect this

A strong brand – like any of the large household names – should be kept well up-to-date and updated accordingly. An amateur design or old-fashioned brand can actually hinder the growth of your business so don’t get left behind.