19 Jan 4 reasons you might need to rebrand
Your brand should be a constantly evolving thing. While this certainly doesn’t mean you need to throw out your logo after a few years in business, there will come a point that you will need to consider if it’s time for it—or your brand overall—to evolve. Here’s four reasons you may want to do just that:
1. The competitive landscape is changing
People need to understand what makes you different from your competitors. You may have started out with little competition, or competition that you could clearly distinguish yourself from. But just as your product or service needs to evolve to stay ahead, so must your brand.
2. Your logo may be outdated
First, let’s talk about the logo. While a good logo strives for timelessness, let’s face it; the world in which it lives is one that is changing at break-neck speed. Your logo needs to sit comfortably within—if not innovate beyond —a style and execution that speaks the right language, taking into account present day perceptions and trends.
Then there is your brand as a whole. Does the messaging resonate with people like it once did? Does it reflect current values? Is it relevant? Your logo and brand both need to keep up with an ever changing societal discourse and context.
3. The internet
This has undoubtably become the most common way that people come into contact with your business (brand). It’s also one of the most visually competitive environments, meaning, you need your branded assets to be able to compete and stand out in that context. Does your logo read well as a social media profile image? Do you have consistent, customized imagery across your social media platforms? What about your key messaging? Does it read consistently and quickly for those pausing only a minute to look at your website or read about you in their news feeds?
4. Your brand doesn’t tell a story
If there’s nothing that resonates with your audience, nothing for them to care about, no tone or personality to connect with, nothing to build their trust on, you may need to build out your brand story. This is expressed through your values, your visuals, and writing. People expect that a brand exists for a good reason – to solve a specific problem, to change how things are done – and the story is central to communicating the brand’s purpose. If your story resonates with customers, your brand will have a distinct advantage when it comes to deciding who to purchase from.
GOOD Company has worked on several rebrand and brand update projects:
Our clients CAWST and Calgary Arts Development, came to a point when their brand needed to be completely revamped to reflect how they had changed. On the other hand, Inn From the Cold and Paradise Mountain Organic Coffee asked us to help them build out their brand through creation of visual elements and storytelling.