Every brand’s story is built throughout its years in business. But perhaps what your brand’s story has evolved to be today, looks dramatically different than where it started out. Often your original branding is outdated and no longer represents your business and your offerings. When that happens, it may be time for a rebrand. But when should you rebrand? Here are our top questions to consider before beginning rebranding.
Is your brand expanding to new markets?
If your brand started out as a local company and is now expanding to new territories, it may be time to relook at your branding and ensure it fits all new geographic locations.
When was the last time you had a refresh?
Top brands across the globe make sure to refresh their branding every few years. If you’ve had the same logo since your started your business 10 years ago, it’s probably time to update and give your brand a more modern and relevant look to match the current design trends of today.
A recent brand that did this was Kraft Mac & Cheese. After 85 years, the household name brand is changing its name from Kraft Macaroni and Cheese to Kraft Mac & Cheese as well as debuting new packaging. The rebranding will hit shelves in August. Why did they make the change? According to CNN, “Kraft said the new name and box are part of an effort to rebrand its mac & cheese as “comfort food.” That distinction helps it differentiate from healthier products eating up shelf space.”
Have you recently merged or been acquired?
If so, now is the perfect time to rebrand in order to reflect your new capabilities and/or offerings.
Is your brand too similar to your competitors?
Perhaps since you started your business, now there are three more businesses similar to yours and you all have similar branding. It’s probably time to rethink how you see your company and try to set yourself apart from your competitors.
These are just some of the questions brands should consider when asking when they should rebrand. For more information, check out Hilary’s book, Branding in a Digital World, or contact us for help!