Branding

Oct '24

Time for a rebrand? Tips for knowing when and how to rebrand your business

Tom Bradley in Branding

Egg timer

Do you have the feeling that something about your business identity just doesn’t sit right anymore? Maybe your brand feels a little dusty, or your logo isn’t as impactful as it once was.

But how do you know when it’s the right time to rebrand? And just as importantly, how do you decide how much to change without losing what’s working?

Rebranding can be a delicate process, and in this guide, we’ll walk through when a refresh might be necessary, how far to take it and what steps to follow to ensure your rebrand lands with impact.

Is it time to rebrand? Signs your business might need a refresh

Knowing when to rebrand isn’t always clear-cut. Some businesses can wait until their branding has grown outdated and irrelevant whilst others might jump the gun too soon, risking the alienation of loyal customers.

Here are some common signals that might indicate it's time for a change:

  • Outdated look and feel:
    Your brand was once trendy, but now it feels more like it's stuck in the past. Design trends evolve quickly and an outdated logo or visual identity can make your business appear stagnant and no longer current.

  • No longer connecting with your audience:
    Has your customer base changed demographics or attitudes? Are you struggling to engage with them? If your audience has evolved but your brand hasn’t, it’s time to realign.

  • Restructuring or pivoting your business:
    When your business changes direction - whether it’s a new offering or a different market focus - your old brand may no longer reflect who you are or where you’re heading.

  • Keeping up with competition:
    In a competitive market, a refreshed brand can help you stand out and stay relevant. If your competitors are evolving and you're standing still, you risk being left behind.

  • Brand inconsistency or confusion:
    Have you started using different logos, fonts or colours across various platforms without a clear standard? An inconsistent brand can confuse your audience and weaken your message.

If you find yourself nodding along to any of these points, it may be time to consider a rebrand but how far should you go? Should it be a complete overhaul or a subtle evolution?

Revolution or evolution: How much should you rebrand?

There are two main approaches to rebranding: revolution and evolution. Choosing the right approach will depend on your business’s situation and goals.

  • Revolution: A total rebrand
    This is the big one - a complete transformation. Revolution-style rebrands involve rethinking everything, from your logo and brand voice to your messaging and even potentially your name. This approach is best if your business is undergoing a radical change (such as a merger or shift in industry) or if the current brand has accumulated serious negative associations.

  • Evolution: A gradual refresh
    In most cases, an evolutionary rebrand - where you update and modernise key elements without losing the heart of the brand - is the more strategic route. It allows you to refresh your image while holding onto valuable brand equity and customer loyalty. Evolutionary changes might include a more modern logo, fresh colours or tweaking your messaging to better resonate with today’s audience.

When deciding which route to take, consider factors like:

  • Legacy and heritage: Does your brand have a loyal following or significant history? A subtle evolution might be more appropriate to preserve these associations.

  • Brand recognition: Are you already well-known within your market? A dramatic rebrand risks alienating existing customers, so a more gradual update may be safer.

  • Business goals: If your business is undergoing major changes, a more extensive rebrand may be necessary to reflect your new direction.

Source: www.adaminsights.com

When it works, it works

Drinks brand 'Olipop' is a great example of knowing when and how to rebrand.

Their original packaging leaned heavily on phrases like “sparkling digestive tonic,” but the clinical tone ended up alienating customers. After all, people buy food for taste first and benefits second – as such Olipop’s original messaging didn’t hit the spot.

Spotting the disconnect, they rebranded with friendlier language like “Supports Digestive Health” and mouth-watering visuals, focusing on flavour while still nodding to the product’s health perks more subtly.

With research and customer insights guiding the shift, Olipop reconnected with its audience, setting the stage for explosive growth and a $500 million success story.

Root Studio branding team

The rebranding process: A step-by-step guide

A successful rebrand involves more than a new logo - it’s a process that requires thought, planning and strategy. Here’s a quick overview of what to expect:

  1. Conduct a brand audit:
    Start by evaluating your current brand. What’s working? What isn’t? A brand audit will give you a clearer picture of where changes are needed.

  2. Research your market and audience:
    Don’t make changes in a bubble. Conduct research to understand your audience’s needs and how your competitors are positioning themselves.

  3. Define your creative approach:
    Work with a design team to develop a creative strategy that aligns with your business goals. Whether it’s an evolution or revolution, this stage is about exploring visual and verbal directions that feel right for your brand.

  4. Plan your rollout and communications:
    A rebrand isn’t just about the design - it’s also about how you introduce it to the world. Prepare a communications strategy to launch your new brand and explain the change to your audience.

  5. Create brand guidelines:
    Once your new brand is ready, establish clear guidelines to ensure consistency across all platforms and touchpoints.

Cope brand guidelines
Example brand guidelines

DIY branding? Here’s why you should think twice

In the current climate it can be tempting to try a DIY rebrand or opt for a cheap logo service, but rebranding is one of those areas where you really do get what you pay for.

A poorly executed rebrand can cause more problems than it solves, leading to inconsistencies, confusion or even reputational damage.

A branding expert will do more than just design a logo - they’ll consider the strategic implications of your rebrand, ensuring it aligns with your business goals and connects with your audience. Investing in professionals can save you headaches and costly mistakes down the road.

Avoiding the same problems later down the line

A rebrand isn’t a “set it and forget it” process. Once your new brand is live, you need to nurture it to keep it strong and consistent. Here are some tips to ensure your brand stays in top form:

  • Establish brand guidelines: Clear guidelines will keep your brand consistent across all channels, from your website to your social media.

  • Appoint brand champions: Identify key team members who will act as guardians of the brand, ensuring that everyone follows the new guidelines.

  • Partner with a design studio for ongoing support: Collaborating with a creative studio on a long-term basis can help you keep your brand fresh and aligned with your business as it grows.

Conclusion: Rebrand smarter

Rebranding can be a powerful way to revitalise your business but it’s not a decision to take lightly.

While some situations call for a complete overhaul, in most cases, a more gradual evolution will allow you to refresh your brand without losing what makes it special.

At Root Studio, we believe that your brand is one of your most valuable assets - and that a thoughtful rebrand is an investment in your business’s future. Whether you need a full rebrand or just a sympathetic refresh, our team is here to guide you through every step of the journey.

Thinking about rebranding but not sure where to start? Let’s chat. We’d love to help you find the best way forward.

Thanks for reading

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