October 3, 2019

When To Rebrand: The Difficult Question

It can be easy to get caught up in the excitement of rebranding with many big names undergoing bold branding changes such as Uber, American Express and even the UK Government. As a process that includes changing the entire corporate image of a brand, rebranding should not be taken lightly or done unnecessarily. Drawing on the knowledge from our team of experts with many years of experience, Black Snow Group has compiled comprehensive guidelines on when and what to take into account when considering the rebranding process.

If it’s not broken – don’t fix it

Before committing to a rebrand, one must assess the current logo, CI and all the touch points to confirm whether a rebrand is in order or if there might be another path to achieving the desired goal. An important factor to consider is whether the logo and CI elements allow for flawless integration into the digital and traditional space. The following questions will assist in determining whether a rebrand is in order:

Is the branding timeless or outdated?

Effective branding should be able to stand the test of time. If design elements such as font, colour palette or even word choice (eg; using “bioscope” instead of “movies”) speak to a particular era and styles that were common or popular in that time, this is a clear indication that the branding is outdated and in need of a rebrand. Outdated branding gives the consumer the impression that your offering or service is also outdated which can push potential customers to seek products/services elsewhere.

Has your target market or offering changed or expanded?

It is only natural for your products or services to grow and evolve over time. If your business expands to include additional products or services, your branding should reflect this. When the consumer’s perception of the scope of your offerings is incorrect, this can also be considered “outdated branding”. If only a part of your products or services are represented, a rebrand will assist in accurately reflecting your whole business.

How does your brand compare to your competitors – are you unique or similar?

Do you have trouble differentiating your branding from that of your competitors? Your branding should allow you to stand out in your industry and clearly illustrate what makes your offerings or service unique. Your brand is your business, if it doesn’t communicate your individuality, consumers will believe that your offerings are standard and unremarkable.

What is your brand message and does your brand accurately reflect this?

Do you have a hard time pinpointing the central message or mission for your business? Do consumers at a glance know what products or services you offer? Do you have values that you want your brand to project and if so, how effectively does your brand covey them? For example, if you are in the food industry, do you want your focus to be on luxury or convenience? Are you concerned that your ingredients are sourced ethically, locally or only that they are of the best quality? When examining these points, all branding elements must be considered and researched. For example, where the colour palette is concerned, colour psychology is a strong motivator for consumer choice and should not be taken lightly. If any of these points are unclear through your branding, a rebranding exercise will assist in defining and accurately reflecting your brand’s unique message.

Rebranding for PR Nightmares?

It is a common assumption that a rebrand is required to combat large scale business faux pas or social media missteps that quickly transform into PR nightmares. While it may be tempting to save the hassle that goes into mitigating such disasters, it may actually do more harm than good as it will be difficult if not impossible to hide the rebrand from the public and ultimately this will only reinforce the image that your business does not own up to mistakes, take responsibility or attempt to right wrongs it has committed.

Rebranding is an all-encompassing process, but it doesn’t need to be complicated or daunting. Black Snow Group, as a credible full circle marketing agency, has a full team that can not only assist in answering the above questions but can provide a full 360-degree seamless solution for the entire process. Rebranding is an exciting step to strengthen your business and when done correctly can take your brand to the next level.

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