5 Things To Consider Before Rebranding Your Business

On April 4, 2013, wrote:

Rebranding a business is a big leap that takes careful consideration. It could make your company immensely successful, or leave you behind your competitors in the years to come. If you’re considering overhauling your brand, don’t rush into the fray. Be sure to consider these important questions before committing to any new branding strategy, and maximize your potential for success.

  1. Has Your Brand Become Outdated?
    The number one reason to give any brand a face lift is a loss of relevance. As markets evolve and grow, businesses and brands need to evolve along with them. Nothing is more detrimental to success than a brand that has become outdated and irrelevant. Ask yourself if your brand has lost touch with the modern age. If you’re working with an outdated brand, then you definitely need to make a change. However, you also need to make sure that you don’t make the same mistakes all over again.
  2. Who Is Your Primary Audience?
    In order to rebrand your business successfully, you need to know your business audience. To whom are you marketing your business, and why should they care about you. No business can hope to thrive without knowing its customers. Figure out who is buying your product, as well as who you want to attract, and figure out the best ways to market your business to them. If you can’t zero in on a single market, your branding efforts will lack the focus that is necessary to succeed.
  3. Are You Leading or Following?
    You should consider what kind of action your company is taking when you attempt a rebranding. Obviously you are seeking to enhance your image in order to generate more business, but think on deeper terms. Are you going to be an industry leader by rebranding your business, or are you following the market and attempting to keep up with competitors? Both are valid reasons to overhaul your brand, but you need to figure out which direction your company is taking so that you can carefully plan its development.
  4. Is This Rebrand Going to Last?
    Markets will always change over time, but you should try to make important business developments like this one last. Rebranding can help move your business forward, but rebranding too often can make your audience lose interest. Ask yourself where this development will take you in the coming years. Think about your business as it will stand in 5, 10 or even 15 years. Molding your business to fit with passing trends may bring you instant gratification, but it can hurt your business in the long run.
  5. What If You Were Starting Anew?
    Imagine that you’re starting a new business today, and consider what kind of actions you would take with regards to branding. What would your vinyl banners look like, and what kind of marketing strategies would you implement to reach your audience. Rebranding your business should be a revitalizing process, so ask yourself what you would do if you were starting a new business tomorrow.

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