The Importance of Rebranding
Is your brand feeling a little…stale? Do you even have a brand to speak to (It’s ok, plenty of companies don’t)? Then maybe it’s time for a rebrand.
Rebrands are absolutely vital to every business – even big-name brands like Coca-Cola, Facebook and McDonalds give their brands an overhaul every now and then. And there’s a good reason for that…
Brands Are About Feeling
When you pick up a bottle of Coke, how do you feel? What associations do you make when you think of Pizza Hut? What mental connections are there when you fly British Airways or Virgin? This is at the heart of what a brand is. It’s all of this – so if you’re rebranding, have a clear idea of what you want to have others feel about your brand. It’s no good just saying you want to be professional (so does every other company on the planet).
Rebrands Breathe New Life into Your Company
There comes a point in every business’s life when they’ll start to look less than fresh. Perhaps the fonts are a bit too 70s; perhaps the store layouts are as dingy as Gollum’s cave; perhaps people have the wrong idea about who you are. These are all fine reasons for a rebranding – from shaking up your bricks-and-mortar store to giving your website a facelift, you’ll be a whole new company (sort of) before you know it.
Repositioning Your Brand
For too long you’ve focused on appealing to the wrong audience. Sales are slackening, and everyone thinks of you as that fuddy-duddy company that little old ladies love. Not that there’s anything wrong with that; if that’s your niche, go for it. But if you’re seeking a broader audience, or even a different one, rebranding your company is the perfect route. Just look at the way McDonalds briefly branded themselves as a green, eco-friendly company; now there’s an emphasis on being a cool hang-out for families. Brands should be flexible.
A Chance to Raise Brand Awareness
With rebranding comes marketing. And we’re not just talking about a puff piece in the local rag (although that’s part of it). If you’re considering a rebrand, now’s your chance to go all-out with your marketing, from press releases to social media to promo marketing. It’s a great reason to drum up a bit of awareness of your company, and a rebrand allows you to hit just about every platform out there, because a rebrand is all-encompassing.