How to Tell If It’s Time to Rebrand: 7 Questions to Ask Yourself

Your Brand Is Much More Than Your Logo

It’s more than your colors and typefaces and tagline. It’s the accumulation of all these things (and more). And that becomes an overall feeling people have about your company, products and services.

Your brand is how people perceive your work.

So how do you go about building it?

Well, a brand should stem from your overall mission and guiding values as a business owner. Everything you do should radiate with that energy.

RELATED: Creating a Brand Strategy for Your Target Audience

Start by asking yourself why you’re in business in the first place, and how you serve who you serve. Then, determine if the look and feel and tone of what you put out to the world matches those guiding principles.

When is it Time for a Rebrand?

Let’s explore why you should consider rebranding your company, and then, for those of you who raise your hands and say, “yep, I need this,” I’m coming back with some tips on how to successfully navigate the process. Because believe me, it’s a process.

For now, let’s consider the reasons a company should rebrand:

1. Your company’s way of working or overall mission has shifted in some major way.

Maybe you have a new creative partner or leader. Maybe you’re sensing a big opportunity and want to seize it now or in the near future. Or maybe you’re simply sick of the services you used to offer and are drastically reducing or reframing what you do.

In this case, your current look and tone of voice – and probably copywriting and content in general – likely no longer resonate with how you function.

It’s time for a change.

2. You’ve launched a significant new product or service.

Maybe you’ve added to your company’s offerings and that addition takes your business to the next level. Perhaps your new offer is so important and unique that it requires its own branding or way of standing out from your current work or competing options. Maybe it just means an overall upgrade to your business, and that means your current brand feels less than.

3. You’re targeting a whole new audience.

As our companies grow and services shift, we may also find that we’re selling to a completely new set of people. Sometimes this is subtle – a move from selling to moms to selling to moms of 4-6 year olds only. Sometimes it’s bigger and more dramatic.

If it’s the former, you can probably get away with shifting some of your content. If it’s the latter, you may find your current brand doesn’t resonate as well with your new dream clients and customers.

RELATED: How to Write Your Mission Statement

4. You find it’s difficult to stand out in a sea of new competitors.

Maybe you were the pioneer of your industry, and now there are new companies popping up all over the place, offering what you offer, but cheaper! This means reevaluating how you stand apart.

It’s no longer sufficient to focus on what you offer. Now it’s about the way you offer it.

5. You cheap'ed out on your logo and branding 15 years ago.

No offense, it’s HARD getting a brand off the ground, I know. Sometimes you do the best you can with what you’ve got. But this scenario represents three potential problems.

1. Your look and feel is severely outdated. 2. It doesn’t represent where you are now and no longer matches your copy and content that has evolved. 3. It just looks unprofessional and lacks the polish that smart consumers expect.

If the only reason you haven’t rebranded is that you haven’t had the heart to move on, it’s probably time.

RELATED: What Is A Unique Selling Proposition and Why You Need One

In all of these scenarios, rebranding your company can help you steer more attention to what you have to offer.

It can better align your mission and values with your intended audience. It can help you clarify how you represent yourself in everything from marketing and communications to customer service.

If you do not fall into any of the categories above, but you’re exploring a brand redo anyway, do me a favor and hit pause.

A word of caution to DIY’ers that falls under this header!

The automated logo design services out there advertising AT you. Promoting that they can have a new logo for you in 5 minutes. Or for as cheap as $XYZ?

First, your logo is VERY IMPORTANT. It deserves more than five minutes. So no service provider should be using this as a POSITIVE unique selling proposition. My clients know just how many—many—revision rounds they get with logo design. It is worked on until ultimate satisfaction and the theory behind each choice and step is explained.

These service providers are dressed up search engines that will match you to stock imagery/graphics, stock colors—that do not take into consideration the importance of color psychology—and, stock fonts—that do not take into consideration the mood you wish to reinforce psychologically. If that’s how want to roll, save the money, search Google Images. If you have questions about additional pros and cons surrounding these services feel free to email me at I’ve PERSONALLY seen the limitations of working with their output ON MANY OCCASIONS as clients often bring me logos initially designed by such automated providers.

6. Ask yourself why.

Are you avoiding other big steps for your company? Are you procrasti-branding?

I don’t know who coined this term, but I heard it for the first time a few months back, and I think it’s brilliant. I have seen friends, colleagues and would-be clients do this time and time again.

The thing is, brand work is FUN work. It’s high-level and illuminating. It’s something you can engage the whole team in. It’s important and feels like it.

But it also takes time and money and energy. And it shouldn’t be something you pursue unless you actually need it.

7. Who are you doing it for?

This is where you have to take a good hard look at yourself. Because if the answer is “yourself,” not good enough.

Bored? Feel like a change? Noticed a trend you like and want to jump on board? All bad reasons. You rebrand for your audience, your prospects, your leads and your consumers. Not for yourself. YOUR TURN

Is it time for a brand redesign? Why or why not? And tell me, have you ever procrasti-branded before? I’ve been through 3 brand designs since launching my business 20 years ago, and I’m proud to say all 3 were necessary. First, because my mission was changing, and second, because I had outgrown some of my services and was redesigning what I offered!

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