Why Now Is the Right Time To Rebrand Your Business

Too often, business owners brand their companies at conception and then never look at their logos, website designs, or even their company names again. They say you shouldn't fix what isn't broken, but your company branding could be broken without you even realizing it. From expanding markets to evolving missions, anytime your business undergoes a large transformation, you need to reexamine your branding and how it appeals to your audience. If you've been considering a new logo design or website design, now is the time to make it happen, and here's why.

Your Company Has Evolved Its Mission

Has your company's mission changed? Perhaps you're adding new products, but your original branding doesn't work with the additions. Maybe you've decided to target a new demographic and need branding that matches. When your brand strategy no longer matches what you sell or who your current audience is, that audience won't know to come to you when it needs your product or service.

Even if you don't think you've made any major changes, it's a good idea to evaluate your branding every year or two to determine if it's too narrow for your current product line or desired market. In addition to looking at your logo, color scheme, and advertising efforts, consider whether your company's name no longer fits your audience as well.

Your Logo or Web Design Is Outdated

Design trends change over time, and consumers are more likely to buy from a brand that shows it can keep up with the times. Think about the Comis Sans font. It was all the rage in the 1990s, but these days its the subject of many design jokes. Rebranding lets you create a better logo design, update your color scheme, and create websites and social media profiles that are more interactive and easier to navigate.

Some businesses avoid rebranding because they assume creating new designs will be long and difficult, but resources like Experience Cloud make the process much easier than it used to be. It makes building new websites, creating mobile apps, digitizing the business experience, and yes, even creating a new logo, much easier. Even if you don't need to update your logo, going digital is essential in a world where consumers are relying on internet shopping more than ever before.

Your Company Isn't Standing Out From the Competition

Some industries make it harder to stand out from the competition than others. For example, construction companies or home renovation businesses typically offer the same standard services, which makes it harder to stand out from the competition. If you've looked at the websites of similar companies in your area and noticed they often look alike, now is the time to rebrand yours.

Avoid generic logos and stock images (or worse, clipart) and instead, put time into your own high-quality photographs or hiring someone to design a custom logo. A little bit of customization goes a long way in rebranding, but consider your company name as well. If every home improvement business in the region ends with "and Sons," you and your sons won't stand out. Think outside the box when naming or renaming your business.

Your Business Is Expanding to New Markets

A business that started out serving just one city or region likely has localized branding such as "Atlanta's best place for Italian food!" What happens when your Italian food becomes more popular and it's time to open a new restaurant, though? Whether your chain goes regional, national, or international, Atlanta is no longer your target market. Rebranding is essential for businesses that are entering new cities, states, or countries.

Depending on your brand logo, you may just need to change your company name, or you may need to create an entirely new logo. Even if you don't have a locally-targeted logo, rebranding in times of expansion often provides a boost in customer interest, according to in-depth market research studies.

Like any part of running a business, rebranding takes time and isn't something you can roll out overnight. You want to keep current customers updated while enticing new ones. Take time to research, hire professional designers, and announce rebranding via email and social media posts. When you do launch the rebrand, remember to keep a positive attitude.