When to Consider a Rebrand: Red Flags to Look For

How often do you judge a book by its cover? If you’re anything like me, the answer is 9 out of 10 times you won’t give a second look to a book without an interesting cover. After all, an interesting cover can make all the difference. The few times I don’t judge a book by its cover is when that book has been recommended to me by a friend or family member, only then will I give the book with a subpar cover a chance.

The same is true of your branding. How many people won't give your business or organization a second look because their first impression is that your brand is "outdated" or irrelevant to them? As much as we like to say, "Don't judge a book by its cover!", we are constantly making split-second decisions on where to spend our money and who to work with based on how they look. We might work with someone despite poor branding if we trust them. But if no one is there to vouch for you, people will pass by all your brand has to offer.

Think of gifts you buy for your family members, the coffee shop you're willing to spend more than $5 on a latte at, or even the shoes you choose to wear! We choose products and brands that communicate trustworthiness, professionalism, and relevance.

Like book covers in a bookstore, your brand should communicate who you are and what you're about with as little guesswork as possible.

Red flags that mean it’s time to consider a rebrand:

1. Your brand doesn't reflect your business.

Businesses change over time and your branding should reflect this change. Is your logo communicating your professional services or a lack of expertise? Has your business expanded but is still showcasing an old identity? Ultimately, does your visual identity look attractive and effectively communicate what you do to your ideal client?

2. Your brand is outdated.

Does your branding communicate relevance to your target market? Or does it look like your brand's success was limited to 5-10 years ago?

3. Your promotions are inconsistent.

You may be unsure of what your organization's visual identity is, so you use a different style for every social media post, email, and business card. When a designer hasn't helped establish a consistent look throughout your branding, it can be difficult to communicate the heart of your business effectively. In effect, this leaves your audience confused and unsure of the consistent quality you have to offer.

4. People don't know what you do even after seeing your branding.

Do clients need to ask for clarification of "what exactly do you do again?" Logos should be an asset that communicates just that as quickly as possible. Icons or illustrations describing your process, offerings, or brand values can help save a client time in deciding whether or not to invest in working with you.

5. Your visual identity isn't memorable or distinctive.

If your branding looks just like your competitors, how will your audience know about your unique offerings? Do you have a story and passion behind your business or organization? Your branding should showcase that!

If you recognize any of these red flags in your brand, it may be time to consider a rebrand. An intentional rebrand can help you make the best possible first impressions to grow and position your business for long-term success.