Reasons to rebrand your small business (or not!)
Are you considering using this enforced slow down as an opportunity to rebrand your small business? There is certainly time to strategise, redesign and launch before things are back to ‘normal’. While most small businesses review their branding at some stage, it’s important to consider the reason you are rebranding, and if it’s actually worth doing.
But before we get to the reasons you might rebrand, or not, we need to look at the difference between rebranding and a brand refresh.
Brand refresh
A brand refresh is an evolutionary approach. It’s essentially a makeover. It maintains a strong connection to your previous brand. You might tweak your logo, update your colours, the style of imagery and graphics, or modify your messages and tagline. The aim is often to modernise, or to reflect a slight shift in your business direction or goals.
Rebrand
A rebrand is revolutionary. It is a transformation. Rebranding involves a complete review of your positioning and personality that will be reflected in your visual identity and voice. It would include a revised logo, new colours, typefaces, imagery, graphics and icons, tagline and key messages. A rebrand may even include a new business name.
So, now on to the question at hand – should you rebrand your small business? The answer depends on the reason why you want to rebrand. There are worthy reasons and poor reasons.
Good reasons to rebrand
You have significantly changed your business approach, direction, or products and services and need to reflect this.
To appeal to a new industry or ideal customer – if you reposition your business it’s likely you will need to rebrand.
You have changed or outgrown your original vision – generally a rebrand is required to align with, and symbolise, this.
To move away from a poor reputation – a rebrand can change the way customers perceive you. This often happens under new business ownership, sending a message to customers that there are positive changes.
Following a merger or acquisition. Brands may be a combined, or a completely new brand created.
Your existing branding is outdated, stale and needs modernising and invigorating to remain competitive.
Bad reasons to rebrand
You are bored with the personality, logo and look. Don’t rebrand just for the sake of it – you risk losing recognition and brand equity. Consider a brand refresh instead to satisfy your restlessness!
To keep up with trends. Branding is all about differentiation, not conformity. Yes, modernise, but don’t follow trends.
To make up for poor products or services. Put your effort into reviewing and revitalising them instead – don’t rebrand as a band aid for bigger problems.
To cover up a crisis. Instead, deal with the crisis, and if the associated negativity persists you may decide to rebrand down to track to improve your reputation, but be open about it.
Because people don’t understand what you do. Review your communication instead – perhaps you need to change your tagline and key messages, and/or your promotional channels.
Your business is moving premises and you have to update your print collateral anyway. This is not a good enough reason to rebrand on its own. However, if your branding is outdated, you have reputation issues or are appealing to a new target market, then go for it.
Rebranding your small business is not a decision to be taken lightly. The process involves considerable work and investment, so be sure it is going to add value to your business.
If you do decide to rebrand your small business, feel free to get in touch with me. I’d love to help. You can see examples of my work in my portfolio.
