Is your brand feeling a little…tired? Maybe it’s not resonating with your audience the way it used to. Or perhaps your company has evolved so much that your current branding no longer reflects who you are anymore. These are all signs that it might be time for a rebrand.
But how do you know for sure?
Here are 5 key indicators that a rebrand could be the refresh your business needs:
1. Your Brand Feels Outdated:
Visual trends change, and what was cutting-edge five years ago might look dated today. Take a good look at your logo, website design, and marketing materials. Do they feel fresh and modern, or do they evoke a bygone era? Consider if your brand imagery aligns with current design aesthetics and resonates with your target audience.
Through the years, KFC has continually updated its image and packaging to remain fresh and connected with a modern audience. While they’ve maintained their signature red and white colours, the new packaging also reflects consumer demand for more sustainable products and features paperboard that is approved for recycling.
2. Your Company Has Grown or Changed Significantly:
Maybe you’ve expanded your product line, entered a new market, or even undergone a merger or acquisition. If your core business has changed significantly, your brand should reflect that evolution. A rebrand can help you communicate your new direction and values to your audience.
Image: © One NZ
Take Vodafone’s transformation to One NZ. The transformation focused on highlighting the shift from a global company to One NZ’s connection to Aotearoa. Keeping “One” in the rebranded name provides a nod to the company’s history while creating a sense of unifying local values. In the same timeframe, the company also rolled out its One Good Kiwi initiative which further highlights their brand messaging of unifying Kiwis and showcasing their commitment to supporting local communities.
3. You’re Lost in the Crowd:
Standing out in a crowded marketplace is crucial. If your brand is indistinguishable from your competitors, it’s time to make a change. A strategic rebrand can help you develop a unique visual identity and messaging that sets you apart.
We all love a delicious cookie, but how can a cookie brand set itself apart from the competition? The Cookie Project does this brilliantly while also doing good in the community. Their mission of providing paid work experience for people with disabilities is exactly what sets them apart, and this is highlighted in their brand messaging ‘Cookies that Change Lives’ and their updated packaging that highlights this message.
4. Your Messaging is Unclear or Confusing:
Does your brand communicate a consistent message across all platforms? Are there inconsistencies in your tone of voice or visual style? Confusing messaging can leave your audience scratching their heads and not taking action. A rebrand can help you refine your messaging and ensure that your brand story is clear and compelling.
One company that has maintained consistent brand messaging over the years is Nike. Their slogan ‘Just Do It’ has become a universal call to action. It’s an inspirational message for all aspiring athletes that is conveyed through athletes at all levels pushing themselves to succeed. They maintain a powerful brand voice through a combination of emotional connection and action-oriented messaging.
5. Your Company Has a Negative Reputation:
In today’s hyper-connected world, social media amplifies even minor missteps. Sometimes, a rebrand can be a powerful tool for overcoming a negative past. If your company has faced negative press or public perception issues, a rebrand can help you create a new narrative and rebuild trust with your audience.
Peloton’s crisis
After Peloton released a holiday ad that many viewers found sexist, social media exploded with backlash toward the company.
Their response…
First, they issued a public apology. They then launched a new series of ads focusing on health and wellness rather than body image. Peloton shifted its message to reflect an inclusive culture rather than focusing on exclusivity. They’ve also focused on building community through an interactive app and social media challenges.
While Peloton did not undergo a complete visual rebranding, they did dramatically shift their brand messaging and narrative.
Rebranding FAQ
How long does a rebrand typically take?
The timeframe for a rebrand can vary depending on the scope of the project. A simple logo and messaging refresh might take a few weeks, while a more comprehensive rebrand encompassing brand strategy, visual identity, and marketing materials could take several months.
Is a rebrand expensive?
Rebranding can be tailored to your budget. There are ways to achieve a refresh without breaking the bank, such as focusing on key elements like logo and messaging. However, a more comprehensive rebrand involving extensive market research, design work, and marketing campaign development will naturally be a greater investment.
How often do I need to rebrand?
There is no definitive answer to this question. Many in the industry advocate for 7 – 10 years, but there are many factors to consider, such as the situations outlined above. The reality is that a company will continue to evolve its branding over time as markets and consumers change.
Do I need to change my company name during a rebrand?
Not necessarily. A rebrand can involve a complete overhaul of your visual identity and messaging while keeping your existing name. However, if your name itself feels outdated or no longer aligns with your brand direction, then a name change might be considered.
How can I ensure a smooth rebrand rollout?
Clear communication is key! Inform your employees, customers, and partners about the upcoming brand refresh and explain the reasoning behind it. Develop a communication plan that outlines when and how the new branding will be revealed across different channels. Consistency is also important. Make sure your new branding is applied uniformly across all your marketing materials, website, and social media platforms.
Do I need to hire a design agency for a rebrand?
A design agency can be a valuable partner in the rebranding process, providing expertise in brand strategy, visual design, and messaging development. However, depending on the complexity of your project and your budget, you may be able to handle some aspects of the rebrand yourself.
Remember, a successful rebrand is more than just a new logo. It’s a strategic opportunity to revitalise your brand and connect with your audience on a deeper level.
Considering a Rebrand? We Can Help!
A successful rebrand requires careful planning and strategic execution. At Moa Studio, we can guide you through the entire process, from developing a clear brand strategy to creating a new visual identity and messaging that resonates with your audience.
Ready to learn more? Contact us today for a free consultation!
