4 reasons it’s the perfect time to rebrand your small business

Rebranding can be brilliant for your business, but it’s not a decision to take lightly. Whatever stage your business is at now, there’ll come a time when you think about a rebrand. So, how do you know if you really are in need of one?

A strong brand is powerful. It has a positive impact on everything from recruitment and staff morale through to marketing and sales. It can transform your business from the inside out!

Diving into a rebrand can be exciting, but there needs a good reason to make it worthwhile. It can be a significant investment – of time and money.

A full rebrand involves a complete brand overhaul. It means reviewing everything – from name, purpose and values through to logo design, messaging and beyond. A refresh is more of a facelift that involves making small improvements but keeping the essence of your brand. Either way, it’s an investment. But remember, it will be used daily for years. Think cost per wear!

Rebrand for the right reasons

If your business is well-established it will already have brand value built up in a way that only time can achieve. That know-like-trust factor is a real asset. It may be that you just need a refresh to enhance your existing brand identity rather than start from scratch. 

Many businesses learn the hard way how a needless rebrand can instantly damage a reputation (and profits). Anyone remember Gap’s rebrand disaster in 2010? Gap pivoted again during the pandemic, when it decided to close down its retail stores and focus solely online. It will be interesting to see if brand appeal can be maintained without a physical presence. 

Increase brand awareness and revenue 

A strong brand creates expectations and builds trust, which improves loyalty. How your brand looks can help increase the perceived value of your products and services, making big financial gains for your business. 

According to Forbes, consistent brand presentation across all channels can increase revenue by up to 23%. In today’s crowded marketplace, brands with a clear purpose and distinctive visuals are the ones that cut through and are remembered.

With that in mind, how do you know if a rebrand is the right move for you? Read on for four reasons why it might be.

1 · Your brand is outdated

If you’re asking yourself if it’s time to refresh your brand, it’s likely you’ve just answered your own question! How long is it since you last updated your brand? A tired look won’t do your business any favours. 

Most brands will need a refresh every few years to move with the times and stay relevant in their market. A complete rebrand is likely to be needed far less often.

While it’s good to stay current, it’s not so good to jump on the latest trend or design fashion that will date quickly, unless it fits in well with your long-term brand strategy. 

How does your current brand identity make you feel? If you are embarrassed to send potential clients to your website, a refresh – or possibly a full rebrand – could be in order! 

2 · Your brand isn’t working hard enough

Many businesses startup with basic branding, piecing things together as they need them. They often end up with a mismatching brand toolkit – or key elements missing altogether. Then they struggle to create marketing materials, wasting precious time. Just a logo isn’t enough to communicate!

If that’s you, maybe it’s time to give your brand the attention it deserves and look at the bigger picture. When you’re a few years down the line and are clearer on your business direction, it’s time to banish the bland and stand out. 

A rebrand will give credibility and boost your confidence. Not to mention make creating those marketing materials much easier! 

3 · Things have changed

Over time, it’s natural that your business will evolve. Even the market you operate in can shift. Or maybe you need to attract a different audience? 

It could just be that your brand doesn’t communicate your value and expertise. Quality services and products need a brilliant brand to represent them and attract the right people. 

During the pandemic, many small business owners pivoted to meet the new reality – a rebrand is perfect if you are launching a new product or service and want to make a big impact. 

If your business direction has changed for any reason, your brand identity may well need to change too. A rebrand can work wonders to reposition your business and generate new leads.

4 · Your business is uplevelling

Are you entering the next stage of your business? Or is major growth on the horizon? A new acquisition or a merger? Change of ownership? Received (or seeking) external investment? 

As your business gains momentum, you’ll want it to be perceived the right way to create awareness and future-proof your brand. That’s where brand strategy comes in. A smart-thinking rebrand can go a long way towards capturing the attention of your customers and securing your market position.

A rebrand is a great way to mark a major change or milestone or investment. It will demonstrate success and show the world your business is here to stay.

Getting ready for a rebrand

Rebranding is a major decision. Remember, do some market research with customers first if your brand is well-established. People will never get to know your brand if you change it on a whim. 

A rebrand doesn't happen overnight. It’s a big commitment. If it is the right way to go, take care to approach it sensitively and strategically, with a clear brand strategy agreed in advance. To help things go smoothly, get buy-in first.  

Make a case across the business, making sure everyone on your team is on board, as well as any other stakeholders. Explain why you’re rebranding so everyone involved understands the reasons, as it will influence decision-making throughout the process. 

And keep in mind it could take months to be ready for relaunch!

Onwards and upwards

Rather than letting things go stale or not adapting to change, keeping things fresh will prove just how devoted you are to your brand.

A purposeful rebrand is an investment that, when combined with a brilliant product or service, pays off year after year. It plays a significant role in helping to turn potential buyers into loyal clients. Win-win!

Is a rebrand on the cards?

Itching to strengthen your brand but not sure where to start? Let’s make it easy-peasy. My brand audit is perfect to assess your needs. Together, we can work out a plan of action before you invest in a full rebrand. It all starts with a chat. Get in touch to book a free discovery call!