Are you a new or different organization than you were before?
- Is the company heading in a new direction with a new vision?
- Is there new leadership?
- Is this due to a merger or acquisition?
- Are changes within your industry driving this?
- Do you feel like your image is outdated? It’s easy to get in your own head, but your audience may not see it that way. We can help you determine whether you need a full rebrand or to just refresh what you currently have.
Did something else happen?
- Is this a step for crisis recovery?
- Are there legal issues with your visual brand?
The Benefits of Rebranding
- Re-clarification of the organization’s missions, vision and goals
- It is energizing for your team
- Building a better connection with a modern audience
- Standing out from your competitors
- Attuning to current customer needs
- Rebuilding trust by showing investment in your organization
- Building a stronger, more intentional brand
- Attracting new customers
- Attracting new talent
- Boosting your bottom line
Things to Consider Before Rebranding
- Budget
- Commitment: branding process, brand rollout, time, etc.
- Loss of established brand equity
- Diverting internal resources to rebrand instead of growing/disruption of operations
- Employee pushback or culture misalignment
- Trademark conflicts
- Not aligning with your core audience
Let's take a look at some examples:
The Tropicana packaging redesign disaster of 2009 is an example of how shifting too far from a brand that resonates with an audience can cost a company greatly.
Source: The Branding Journey • Read the full article here.
Despite a brand refresh being completed in 2006, a full brand redesign in 2019 brought this sorority into a more modern era. The new brand has a more timeless look and has been well-received by both collegians and alumnae.
© Gamma Phi Beta • View more of the Brand Information here.
Before we dive in head first, we always want to know the driving force behind the desire for change. We want to make sure this is the right move to help our clients achieve their goals.
If you’re not ready for a rebrand, you should regularly refresh your brand! We recommend auditing your brand every three to five years to consider implementing subtle updates. This can help you maintain interest and keep your brand exciting. It can be as simple as color changes, minor shifts to shapes to match current trends and new fonts. This is a cost-effective option that keeps your audience engaged as you fold new elements in.
