Rebranding to Inspire and Expand Your Business
Building your company's brand is symbolising your business identity inside-and-out. Ideally, you want to show the public an accurate and flattering representation of your team's real goals and service/product quality. A brand is made up of your public face, core values, and internal culture. Graphic designers and marketing experts work together with founders and experts to craft the perfect set of assets. The logo, letterhead, colours, and themes of the brand will shape how others interact with your company.
When the time comes to rebrand, your chance arrives to appealingly reflect your company's true self. The key is to know when to rebrand and work with the right team to invent the ideal brand for your company's total identity.
Is it Time to Rebrand Your Business?
Rebranding at the right time could be the best thing you do for your business trajectory. A rebranding can re-inspire an existing audience or draw attention to a now-established new company. Rebranding symbolises a transformation in the company, either from natural growth or intentionally moving toward new company values.
Branding Product Lines
Rebranding is also essential for product lines and service collections. In fact, brand design is fantastic for design-and-colour-coding your products so that customers can instantly pick out their favourite products from the shelf or online store.
Advancing the Startup Brand
On one end of the spectrum, are companies with logos and branding that were thrown together in free graphic software back when the startup was new. The brand, essentially, is still that original logo or letterhead, but the business is no longer a shoestring budget startup. In this case, rebranding is the cocoon out of which your mature business presence emerges.
Finding Your Brand Center
On the other end of the branding spectrum are brand-conscious teams who are constantly flexing their brand to suit the latest audience whims. These brands need to create a strong core brand that can be flexed for new assets and trends.
Branding Your Business Identity Inside-and-Out
One of the unique things about a brand is your ability to convey both the personality and the product of a company in a single set of assets. Brands that do the best are accurate, aptly reflecting the products, the customer service attitude, and also the internal company culture. If you want employees who sign up because they love the brand and then serve with enthusiasm because they love the work, make sure your brand is through-and-through.
If your company culture has transformed over the last few years, now is your chance to reflect that. Show that you have become a bigger team, more widespread. If you are a playful team, let that reflect in the brand. If you have developed a seriousness for the service, express that in your brand. When your brand aptly reflects your company, the right people will find you naturally -- staff, customers, and business partners alike.
Appealing to a New Audience
Most brands don't fully grasp their audience during the startup phase. If your customers have expanded, changed, or refined in selection since your last branding, it might be time to update. Maybe you need your brand to appeal to a broader lifestyle swath. Or maybe you've found traction with a very specific and passionate niche audience.
There is nothing more practical than adapting your marketing assets to your audience. Of course, you want to make assets that appeal to the widest possible audience or appeal strongly to your loyal audience, and brand is a big part of that. It's natural to adapt your brand as your audience adapts. One great example is how television shows adapt when they become popular with children.
Maturing as a Brand
Brands also grow and change over time. As your workforce changes and new people join, your company culture may develop. Your product and even the goals of your company may change with the market, your audience, or with your own R&D progress. For example, a software company that once generalised becomes known for security services. They develop more security-based software than other categories and --appropriately-- rebrand to reflect their industry reputation.
Your brand might have been built on being small. A two-person podcast --as another example-- branded on the hosts may eventually grow far beyond the original duo, with other hosts and segments. It will eventually become time to make a new unified brand or a station that splinters into many 'casts and hosts working as a team.
Changing of the Guard
Companies also go through internal transformations that are worth rebranding for. New management, new team members. or even major events among the team can change the internal makeup of a business. Your company culture can change; your core values can change. And when that happens, it's time to rebrand.
When leadership changes, often the entire tenor of the office and even company objectives will change. The same can happen if too many team members cycle out for new people all at once. A company might experience a death, a birth, or buy and absorb another company.
These major changes on the business side of things can alter the company culture, and thus, the brand. When things settle and the new company culture arises -- or if you want to shape the culture changes, then it is time to build your new brand design.
To Make New Designs Easy
The final reason to rebrand is purely business, something any profession can understand: New assets are easier to use. Let's say you are using that old startup logo and letterhead. Blow them up, and they're pixelated. Maybe they don't look right updated from vector to raster graphics. Maybe they don't fit neatly into a circle and a square. There's a good chance that your original brand assets don't have a complete set of complementary assets and details that can be used to subtly customise your business website.
But a new brand can. Whether you choose to do a modern update or a complete brand overhaul, companies often go through rebranding just to make all future digital assets easier. With a complete portfolio of branded PNGs, SVGs, and optimised JPGs, you can make future branding and even future redesigns both faster and more affordable. Make it to effortless for new product-line variations or brand adaptations to be made from the modern assets. It's as simple as that.
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Rebranding could be the best thing you do this year or in the last five years. Brands grow with the business, but unlike your revenue and audience, assets don't develop on their own. That's why even the biggest brands go through branding redesign every few years, just to stay fresh and keep their assets cutting-edge. Contact us today to consult on your brand design plans
