As a branding strategist, I see excellent brands stand the test of time for decades (hello Coco-cola, Nike, Amazon). And I’ve seen not-so-excellent brands crumble at the slightest whiff of change and uncertainty (hello Taxi). But one of the toughest jobs you have as a business or brand owner is knowing when it’s time to refresh your brand.
So I put together a list of red flags that might hint whether it’s time to consider a rebrand.
The Times, They Are A-Changin’
Bob Dylan wasn’t a branding expert, but his words hit hard. If your brand feels like nana’s pearls and smells like talcum powder, and you’re selling to millennials, they’re going to give you a quick hug then head over and buy from Janet & Rita who are on TikTok with their Frank Green water bottles. Just like people and society, brands evolve. If your logo, message, or overall brand feels out of step with your audience, it’s time your brand evolves too.
Your Audience Has Grown Up
Speaking of audience…even though your brand might have started targeting millennials, those millennials are now potentially more interested in sustainable living and parenting than in the latest bar opening. If your audience’s interests and demographics have shifted, but your brand hasn’t, it’s a red flag. Think of it like wearing your favourite childhood jumper – comforting, yes, but probably a little snug.
Your Team Has Grown
If your business started when it was just you and a laptop, but now you have a team of creative minds bringing their expertise to the table too, it’s time for your brand to reflect that growth. Your brand should mirror the collective energy, talent, and vision of your entire team, not just its founder. Plus, this is a perfect excuse for culture building exercises to unite your team and create a shared identity, so they feel connected and loyal to your foundational brand.
Your Offers Have Evolved
Like a fine wine, your business offerings may have matured over time. What started as a modest service menu might now boast a plethora of options, servicing a few different ideal client profiles. If your brand doesn’t accurately convey the breadth and depth of what you now provide, you risk underselling yourself. A rebrand can showcase your expanded offerings in a way that captivates your audience and positions you as a leader in your industry.
The Buzz Around Your Brand Has Buzzed Off
Remember when your brand was the bee’s knees, and everyone was buzzing about it? If those days seem like a distant memory, and mentioning your brand now induces more yawns than gasps of excitement, it’s a clear indicator that a rebrand might just be the stinger needed to excite some action.
Your Brand Looks Like It’s In a Lineup
If you were to line up your brand alongside its competitors and struggle to point out yours to a friend, this is a major red flag. A strong brand should stand out like a peacock in a sea of pigeons. If it doesn’t, it might be time to rethink your visuals and messaging to ensure your brand is that unmistakable peacock.
You’re Embarrassed to Send People to Your Website
This is the litmus test. If you find yourself hesitating to share your website or socials, or any branded materials for that matter, because you feel it doesn’t reflect the quality or the ethos of what you offer, then it’s not just a sign, it’s a neon billboard. Your brand should make you gush like a proud mum, not be something you apologise for.
People Smile and Nod When You Tell Them What You Do
It’s the universal signal that your explanation of what you do has missed the mark. Whether it’s because your message is too convoluted, your elevator pitch lacks punch, or your brand’s essence is lost in translation, seeing those polite yet vacant smiles can be a devastating wake-up call. Your brand should evoke enthusiasm, curiosity, and a genuine desire to learn more, not leave people scratching their heads in confusion.
Rebranding is not about discarding your brand’s core identity, it’s about evolving it to meet the changing landscapes of the market and society. It’s about ensuring that the essence of what made your brand special in the first place not only remains intact, but is also polished and presented in a way that resonates with today’s audience, and the vision you have for your business..
If you found yourself nodding or grimacing while reading this, don’t panic. This is actually a really exciting time in your business – it means you have matured and can consider new opportunities for rejuvenation and growth. After all, a rebrand isn’t just about changing a logo or a tagline. It’s about reimagining your brand’s future potential and positioning it to thrive in tomorrow’s market.
Want to chat about a rebrand? Book in a chat and we can work out your next steps together.
