One thing we’re asked a lot as an award-winning branding agency is, “how do I know when it’s time to rebrand my business?“. Whether you’re a new marketing manager looking to revitalise your brand’s marketing strategy, or a Managing Director, wondering whether now is the right time to refresh your business’s look and feel – you want to know that your investment will be worth it.
The right answer to the question really depends on the position your business is currently in. To give you some food for thought, we’ve pulled together the five most common signs to look out for if you think your brand could be in urgent need of a refresh.
Though networking events are few and far between at the moment, how confident are you when handing out your business card? Do you find yourself apologising or explaining that it’s somehow outdated? If so, that could be a sign that your brand is very much due an overhaul.
Sometimes when you launch a brand, it’s easy to forget how quickly you can outgrow your initial business goals, objectives or collateral. It’s therefore important to regularly assess these to ensure that everyone in the company is pulling together in the same direction.
It’s important to keep an eye on what your competitors are doing. If you find yourself constantly comparing your content and collateral to competitors and wishing you ‘had what they had’, then it might be time for some branding work. Naturally you don’t want to copy them, but you certainly want to keep up or, better still, be ahead of them.
Our brand workshops can help you to assess what differentiates you from your competitors and how you can communicate this to your target audiences through your marketing efforts. This can help to bring your brand up-to-speed and put you in the best position to accelerate your forward.
Your brand is an extremely valuable asset so it’s important to ensure that it’s coherent and complimentary to both your business and its services. Therefore, if something important has changed, such as your service offering, or you’re thinking about repositioning, a date for a brand planning session should be in the diary.
From trying out new colour combinations to jumping on the bandwagon of trendy content, there’s a lot of exciting things you can do with your brand, but it’s not always appropriate. After years of trying these new things or having multiple people make their mark, you may end up with a large amount of content (on and offline) that doesn’t fit your brand’s proposition, mission and vision at all.
A brand workshop can really help to streamline your brand – allowing you to decide what you really want the look and feel of it to be going forward, while cutting out the rubbish.
Speaking of moving forward, if your brand mission is outdated, it can be hard to agree on your strategy year-on-year – especially if there’s a lot of people involved in that process. Trying to incorporate everybody’s opinions within your strategy can overcomplicate the brand’s mission and values, making it harder to achieve those goals.
A rebrand can help strip the business back to basics, allowing you to focus on what’s really important and what your strategy should look like in the future.
As part of our service offering at The Dairy we deliver our very own, award-winning brand planning workshops which are designed to help build a new brand or refresh an existing but perhaps tired one.
We bring together three of the client team and three of the agency team in a neutral venue away from phones and emails in order to allow everyone to really focus on the workshop. We then spend the day stripping back the brand and rebuilding it by asking the client important questions, whilst taking inspiration from what other great brands have done in the past – as well as a few examples of what not to do!
Throughout the day we cover important brand foundations such as marketing objectives, target markets, competitors, brand values, brand archetypes, messaging, propositions and USPs. At the end, we produce a full written report for the client which forms the basis of the brand moving forward and acts as a written creative brief should there be a need for logo refinement or design as well as the creation of brand guidelines and a marketing strategy.
If you think it’s time to rebrand your business, or you would like to find out more about how a rebrand can revitalise your marketing for 2021 then get in touch by emailing firstname.lastname@example.org or calling us on 0115 077 0221.