The rollercoaster ride that was 2020 has forced a lot of businesses to question their strategies, values, and overall goals. When you start discussing the nuts and bolts of your business, oftentimes words like “branding” and “brand identity” come up as part of the conversation — as they should. Your brand identity is a reflection of who you are and who you want to be as a company. It’s what makes you stand out and connects you to your customers.
So, what happens when your current brand doesn’t seem to cut it anymore? Then, it may be time for a rebrand. We’re sharing some of the top reasons why rebranding is important, especially during times like these, and why a company may choose to rebrand.
1. You changed directions because of the pandemic.
Yeah, we’re sick of talking about COVID, but it’s kind of unavoidable. 2020 was a rollercoaster for all of us. On top of the pandemic, there was also a lot of political unrest, social upheaval, and even wildfires that hit us especially hard here in California. Needless to say, “pivoting” was the buzzword of 2020 for businesses.
From adding pick-up and delivery options to launching online stores, virtual events, and brand new products, businesses have been incredibly resilient and innovative during these times. Along the way, we’ve seen new business models and company values emerge as everyone changed gears.
Amid all the craziness, take a step back and look at how those changes have really impacted your business. How well does your existing branding reflect those new products, services, and values?
If your current branding doesn’t express how you do business and what you stand for, it’s time for a brand refresh. Ultimately, rebranding will help your business stay competitive, stay focused, and stay operational during crazy times like these.
2. You want to reach a new market or audience.
If your business is looking to engage and attract a new audience, your branding has to be spot on. If it isn’t, well, then you’re not going to connect with them. Simple as that.
Maybe you’re launching your products or services to a wider area, such as going from local to regional or national to international markets. Someone living in Los Angeles lives a different lifestyle and potentially has different needs than someone in, say, Lake Tahoe. The same holds true for customers in the United States versus someone living in Australia.
Another thing to consider, more than just location, is reaching a new age range or generation of consumers. Brands have spent years adapting and rebranding to reach Millennials, who are now in their prime working and spending years. However, Gen Z is now reaching adulthood, making more buying decisions, and leaving their mark on the market overall. How does your brand resonate with these younger markets that are going to keep your business going in the years to come?
If your current brand voice and values aren’t resonating with the audience you’re trying to reach, or you’re not sure how to best reach them, redefining your brand identity is a solid next step. However, keep in mind that alienating your existing customer base isn’t a smart move. Work with a branding agency (like DAE&Co.) to craft a successful rebrand that bridges the gap and puts your best foot forward with both new and existing markets.
3. You want to set yourself apart from competitors.
Have you ever found yourself scrolling through websites, social posts, and advertisements and just glossing right over them? Yeah, us too. Businesses often model their branding after other giants in the industry, follow best practices, and jump on popular trends. As a result, you get similar fonts, color schemes, and messaging.
EVERYBODY FALL IN LINE! pic.twitter.com/B9JU5nvpMu
— OH no Type Co (@OHnoTypeCo) February 13, 2018
Using these best practices and trends as a guideline is fine, and probably a safe bet. However, it definitely doesn’t do much to help you stand out. In fact, it actually makes you blend in with all the rest and makes your brand unrecognizable and easy to overlook.
Here are DAE&Co., we’re big proponents of thinking outside the box and taking some risks with your branding to really stand out from the crowd. No one ever got anywhere by playing it safe, right?
If your brand is not differentiating itself from competitors, you could be missing out on some amazing business opportunities. Updating your brand identity will help you really grab attention and show off how unique you are.
Read Now: The Dangers of Playing It Safe
4. Your brand is outdated.
Do you ever cringe when you look at old pictures of yourself sporting outdated fashion trends and hairstyles or laugh at old-school technology like floppy disks and flip phones? While these were great during their time, things change as we learn, grow, and adapt. Now think about your brand. Has your branding changed and adapted alongside your company?
Branding is not meant to be a one-and-done thing. Even some of the world’s biggest and most recognizable brands, like Google, have gone through a number of rebrands and strategy updates over the years.
If your business has been around for a while and still uses the same logo, fonts, visuals, and other brand elements, it’s probably time for a rebranding strategy. While it’s great that you’ve built up long-term brand trust and recognition, the last thing you want is for people to associate your brand with being old, outdated, or irrelevant.
That being said, be strategic as you move forward. Brand recognition is a positive thing and you don’t want to alienate your audience. Oftentimes, subtle tweaks and changes are all it takes to modernize your brand and bring it into the 21st century. Though, there are certainly reasons for more dramatic, sweeping brand updates as well. Consider all your options.
5. You want to save money and improve results.
This is really the bottom line, isn’t it? Most companies consider a rebranding strategy because they’re not getting the results they want or their branding is no longer aligned with their goals.
As we noted above, if your branding resonates with your audience, differentiates you from competitors, and is aligned with your business goals, values, and services, then you’re naturally going to see better results. If any of those pieces are missing, however, there’s likely a disconnect.
While creating a personal brand identity is an investment, it’s one that should pay off dramatically in the long run.
Let’s Plan Your Rebrand Strategy
A rebrand isn’t easy and definitely not something to take lightly. As a top rebranding agency based in Nevada and California, we’ve helped many businesses on the West Coast and beyond reinvent their brand identity with stellar results (if we do say so ourselves). If you’re considering a brand refresh, we’d love to chat with you.