When you first set up your business you will have spent months visualising how your logo and website would turn out (if you were lucky), but this is not always the case!
In our experience working with many small businesses I know that the branding can be a last-minute decision during start up and then you are stuck with an aesthetic you have never been fully happy with going forward. Knowing when to rebrand your successful business is a tough one: why change that recognisable logo that has served you so well?
If you’ve been considering it, here are some big reasons to rebrand your business:
Shifts in your target audience or market
Who remembers when Greggs used to sell bread? They were a baker first and foremost with a sideline in sandwiches and pasties. They quickly realised they would have to shift their focus to ‘food on the go’ to survive in a market saturated with supermarkets selling fresh bread. The target audience changed, so they gave them what they wanted: meal deals, fresh / hot food on the go, food for busy workers who didn't want to spend a fortune at lunchtime, food with a quality that supermarkets would struggle to compete with. While there was no visual rebranding, the brand’s messaging and communications strategy changed to fit customer habits and demands.
If your customer demographics or preferences have evolved, perhaps it's time to align your brand identity with this new audience and resonate with their local or industry-specific values.
Your visual identity feels outdated
The jewel of Eldon Square has always been John Lewis, or Bainbridges, as it used to be called. In early 2002 Bainbridges was rebranded in line with the John Lewis group and their new logo was released. It was sleek, punchy and added in the focus on the partnership with its employees, giving an overall classier impression. A great move from the brand which has seen the store survive recessions and the pandemic.
You should have a look at your visual elements like your logo, colour palette, typography, or even your brand's voice and messaging: do they look and feel old-fashioned, especially compared to your more modern competitors? A rebrand can bring your aesthetic up-to-date and show customers that your brand is progressive and evolving.
Reputation challenges or negative associations
An excellent example of a reputational crisis is Ratners Jewellery. In 1991, CEO Gerald Ratner made a public joke describing his own products as “total crap,” which sparked a massive backlash among customers who felt insulted. The fallout was severe, with sales plummeting and the company losing over £500 million in market value, and this was before social media!
In response, Ratners rebranded as Signet Group, appointed a new CEO and distanced itself from the controversy. Though Signet eventually recovered, the “Ratner effect” became a cautionary tale on the importance of brand image and respecting customer perception.
If your brand has faced a reputational crisis, rebranding can help you rebuild trust by signifying a fresh start, away from mishaps!
Competitive pressure
If competitors are differentiating themselves more effectively, and you're struggling to stand out, a rebrand can help create a unique position in the market. Think Coke and Pepsi. Pepsi has rebranded multiple times each reflecting shifts in consumer culture and Pepsi’s strategy to differentiate itself from its main competitor, Coca-Cola.
For your business it could mean redefining your brand story, adjusting your visual presence, or adopting a new tagline to better express your brand’s value.
Company values have evolved
A rebrand can help you better represent and communicate your current values, especially if they have shifted toward sustainability, inclusivity, or social impact.
A good example of this is Dove, the personal care brand, rebranded in 2004 with its “Campaign for Real Beauty,” promoting inclusivity and self-acceptance with diverse body types and ages. This shift redefined Dove as a brand centred on confidence and authenticity. A strong alignment between your brand’s image and values can strengthen customer loyalty, as the public increasingly support brands they feel share their beliefs, especially now with a heavy shift towards sustainability and environmental care, younger people are big advocates of that.
Companies rebrand to stay relevant, adapt to shifting market trends, and forge stronger connections with their audience. Whether it's recovering from a crisis, embracing new values, or expanding into new markets, a well-executed rebrand can redefine your company’s identity and position you for growth.
In today’s fast-paced world, keeping your brand fresh and aligned with your goals is essential.
Let’s work together to craft a rebranding strategy that captures your vision and resonates with your customers—contact us now to get started!
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