We believe that your brand is the most valuable tool within your business. Whether retail, construction, advertising, or B2B, it’s widely recognised and understood that consumers engage more with brands that meet their needs and connect with them on a deeper level.
Your brand is your purpose and driving force, so it’s important to get it right. It’s also crucial to ensure your brand stays relevant to your business, even after it’s well-established. If your brand is not aligned to your business’s current purpose, position, and target audience, it may be time for a rebrand. (Reminder: updating your logo doesn’t count as a ‘rebrand’!)
With that in mind, you may be wondering when the right time to undertake a rebrand may be. We know that it can feel daunting, but also very exciting! So, let’s dive into the top five reasons our clients decide to start this process:
1) Your audience has changed. Their habits may have changed, or your customer base may have shifted entirely, and you may be concerned that your brand doesn’t effectively connect with your new audience.
2) Your business strategy has changed. You may have initially launched your business with a particular strategy. Since then, your business may have evolved or grown rapidly, and your brand no longer reflects its position today.
3) Your industry has changed. You may want to acknowledge changes that have occurred in the industry, or you may feel that your brand is outdated or dull in comparison to your competitors.
4) You have launched a new product or service that alters how your business works. This could mean that you require a new brand to sit above your current business, or a brand that provides scope beyond its original purpose. Perhaps you offer a new service that targets a completely different audience, yet the core brand values still resonate.
5) You have a logo, but you don’t have a brand. Your business may have reached a point where the logo is well-known and established, but you have no brand to accompany it. This includes your overall identity, tone of voice, or even the colours, fonts, and images you use, which may be inconsistent across your brand’s touchpoints.
Whatever your reason may be, rebranding is a big step! Prior to a rebrand, it’s important that you feel prepared for the outcomes that lie ahead. It can be tempting to panic and go back to what you know – your previous, familiar brand – so we recommend undertaking a rebrand when you feel ready to understand your business’s purpose and audience and, most importantly, when you are willing to embrace significant change.
If you are interested in finding out more about how the Two Stories team can take you through a rebrand and propel your business forward, get in touch today.