Building a brand is no mean feat…
If you run or own a business, it’s something that you have likely put an untold number of days and hours into creating. And for good reason - if you have a solid brand, it can elevate your business and create lifelong trust and recognition.
On the other hand, if you have a terrible, dated brand it can do the exact opposite.
But most firms really sit somewhere in the middle ground of brand recognition - they have a brand of some sort, but one that doesn’t really stand out or stick in people's minds.
So how do you know when your firm needs a rebrand? And more importantly, what are the tell-tale signs?
There can be a number of different signs; sometimes they can be quite obvious, for example, if a client makes a passing comment that your logo looks dated! Other times, it could simply be an instinct that something needs to change or happen for the business to move forward.
If you are pondering a potential brand refresh then take a look at what we think are the top 4 indicators that now is the right time:
1. You have to make excuses for your brand
If you have to explain to your clients that your marketing collateral looks a little outdated or if you find yourself hesitating to send a prospect to your website (due to embarrassment), this is a pretty strong sign that you need to think about rebranding…
You should have complete confidence in your brand and you should always be happy to send your brand to your clients. Remember, it’s the face of your business, your whole identity as a company.
Take a look at your website now (yes, right now!) and put yourself in your prospects shoes. Does your website make you want to enquire further about your services? Does it instill trust?
If the answer is no then you know what you have to do.
2. You find yourself looking longingly at your competitors’ brands
Stalking competitors… Yes, everyone does it so no need to feel embarrassed.
While it’s a good practice to keep up to date with your competitors and what is happening in your industry, it’s not good when you find yourself wishing you had the same brand as them.
Your brand is all about telling the story of your own business - it should be seen as the personality and authenticity of your firm. Many people will see a competitor with a flashy logo and modern bright coloured unorthodox theme and think ‘wow, they must really stand out, let’s do what they are doing.’
It’s just not the case…
Remember, people aren’t easily fooled, and most people aren’t looking for that firm with a shiny brand. They want a brand that they can trust, and one that tells a compelling, personable story.
Differentiate yourself from the competition: if you find that you are too similar to your competitors then it’s time to think about rebranding.
3. Your brand doesn’t match your business philosophy anymore
This is a very common occurrence in the professional services industry.
You set a business up and build an initial brand. 10 years later, you still have the same logo, strapline and website.
Businesses constantly change and grow, in culture and overall philosophy. While internally, change might be common knowledge, how would anyone external know unless you update your brand?
For example, ‘Manchester financial services company’ might have the strapline ‘Financial freedom for the North West’ but 5 years later they have expanded into the south. Their brand isn’t relevant anymore.
So time for another exercise! Take a look at all of your brand assets and audit them. Do they still match your business vision? Or do they not make sense anymore?
4. You don’t have a visual language
More often than not, a lot of businesses will simply have their name as a brand. And while, initially, this is enough to set up a business, it’s not enough to set up a brand.
If you find yourself with a website that is completely devoid of any sort of imagery or even brand personality, it’s more than likely that you don’t have a visual language.
‘What is visual language,’ I hear you ask. It’s the way you convey your brand to your audience, using a mix of imagery, colours and logo.
It’s amazing how much difference having a visual language in place can make to a business. It can turn a seemingly unknown company into something immediately recognisable.
Visuals allow you to tell your story in a much more engaging, compelling way. Your audience and clients will find it easier to connect with your business and it is much more likely to create bigger brand recognition.
A rebrand can jump start your overall business
By now you have hopefully taken a look at your current brand and assessed it. If any of the above signs have crossed your mind then it’s probably time you started to weigh up whether it’s time for a rebrand.
Of course if you need help or a starting point for your next rebrand, feel free to get in touch - we would love to help you take your brand to the next level.