Made with Xara Cloud | Last updated 20 November 2020 | www.xara.com
Read the Signs: How to Recognize When it’s Time to Rebrand
1.Your Brand Story Has Become Irrelevant
Do you remember the “Why?” that is supposed to prompt your core business message? It’s
the statement that sets you apart from the competition and sheds light on the brand’s
purpose.
But does this “Why” still keep you going? Perhaps you have since identified other gaps in the
market and you are well-positioned to address them. Don’t be afraid to pivot and adapt if
you think your brand has evolved from its initial purpose and could take on other
opportunities in the market. However, don’t take the plunge unless your product offering is
ready to deliver on the promise of your brand story — successfully.
2.You Have Outgrown Your Brand Manifesto
Your core audience is central to your brand manifesto. What they do and believe in should
be reflected in your mission as well. Otherwise, they might not identify with your brand and
buy from the competition instead.
Knowing your audience and staying on top of consumer trends helps you communicate
effectively the value you deliver to consumers. Take the fashion industry, for example. Gone
are the days when shoppers would consume fast fashion without considering its impact on
the environment or the workforce. If your brand still abides by the fast fashion business
model, you need to be prepared to justify that within your brand identity. But if your brand
has evolved with the industry, perhaps it’s high time to let it show and rebrand accordingly.
3.You Need a Competitive Edge
The whole purpose of branding is to help you stand out from the competition. But what
happens when there’s a fine line between you and your competitors? You need to rebrand.
Conduct a market analysis to determine where you stand among your competitors and
identify the elements that prevent you from really leaving your mark. If you spot obvious
similarities in terms of logo or color palette, try to make a strong visual statement to set
yourself apart. And remember, just because another brand opted for a brand element
change, it does not mean that you need to do it too. Change needs to come from within
and has one purpose only: to reclaim your space and help you stand out.
Made with Xara Cloud | Last updated 20 November 2020 | www.xara.com
Rebrand for Success
You don’t just want to rebrand. You want to rebrand better. Here are some top considerations you
should have in mind as you assemble your rebranding efforts.
1.Rebranding is believing
Make sure everyone on your team sees the value in your rebranding initiative. If you still
hear “Why do we need to rebrand?” from your team members, make sure you set the
record straight and align everyone to the same goal. This way, you avoid fruitless
arguments along the way.
2.Go beyond the rebranding signs
Once you’ve read the signs, don’t jump straight to the rebranding process. Spend time and
identify why you are rebranding in the first place and make sure this explanation will inform
all incoming steps in the process.
3.Rebrand by the book
A rebrand is more than just an image refresh. All branding efforts require comprehensive
tactics and processes that are tied up nicely in a unifying whole. A simple logo change, for
example, requires a thorough analysis of all branding materials according to best
practices, so that you also get the best results.
4.Learn by example
Do you remember Gap’s logo redesign? That’s one example of rebranding gone wrong that
ultimately did more harm than good. But there are countless other examples from
companies that need a rebrand you could study and use as guidance in your rebranding
efforts.
5.Don’t do it alone
Especially since there are a lot of tools you could use in order to make the rebranding
process as painless as possible. Achieving brand consistency at scale has never been this
easy.