And four more signs it’s time for a brand refresh...
Rebranding isn’t something to be taken lightly. It can be a time-consuming and costly endeavor, but when it’s done the right way, it can have a transformative impact by re-invigorating your company’s sales, customers and associates.
So, when do you know the time is right to take the rebranding plunge? A product launch can be a great time to relaunch your brand, especially if the product represents a new direction for your company or your product offerings.
However, sometimes the signs aren’t as clear. If any of these four situations sound familiar, it’s time for your company to explore a rebranding project. (Oh, and if a complete brand overhaul just isn’t feasible with your budget, keep reading for some rebranding advice that won’t break the bank.)
1. You are embarrassed of your brand. When it’s time to exchange information at a business meeting or networking event, do you hesitate to take your business card out of your pocket? If you find yourself making excuses for how your brand looks, it’s time to make a change. Your brand is your face, your first impression. Don’t let a bad brand derail a promising business conversation.
2. Your company is going in a different direction. If you’re looking to make changes in the way your business is structured or the demographic it will target, consider changing the look at the same time. A new brand helps your customers process a potential change, and it gives employees (new and old) a new brand to rally around.
3. Your leadership has changed. Our client Village Green experienced major changes in senior leadership. To correspond with its organizational changes, Village Green wanted to signify a fresh start with a refreshed and re-energized brand – one that better reflected its present-day personality. Airfoil updated its existing brand with a solution that offered seamless integration and scalability, a brand that could grow with the company in the years to come.
4. Your company is growing. Any change in size should prompt a discussion about rebranding. Has your growth transformed your list of competitors? Consider a competitive visual audit to see how you fit into your new crowd. Are you trying to attract better talent? Make sure your brand is strong enough to compete with the big guys.
What to do when a full-scale rebranding isn’t possible
Sometimes, even when all those signs are there, it isn’t financially feasible to conduct a full rebrand. Have no fear! There are smaller investments you can make to help your company get to the next level.
- Consider refreshing your look and feel. Simply changing a color, a typeface or a few images on your website can make a massive difference for your brand. Don’t just change things for the sake of changing them, though. Keep in mind that any updates must be rooted in a strong and consistent brand strategy.
- Start by sprucing up your digital properties. They’re often the least-expensive things to change, and they may have the biggest impact in today’s world. What's more, changes to your website or social channels are easy to modify if you aren't thrilled with the initial results. A quick swap out of a few images on your homepage, a color on your stylesheets or a cover page on your social channels can make a splash without taking a lot of time and resources.
- Take a closer look at your messaging. How you look is the first thing people see, but how you talk about yourself is a close second. Consider your brand’s positioning in its messaging. Does it fit with who you are right now? Are you using language that appeals to customers and sets you apart from your competitors? A brand-messaging exercise can inject new life into your organization and its employees.
If you’re curious about rebranding, it may be time to explore the idea. Start by making a shift, no matter how small. And if you want to go bigger, that’s where Airfoil comes in. Wondering where to start? Get in touch to schedule a needs-analysis call today.