Rebranding a small business or a large business may be different in terms of scale but no different with regards to purpose because all business brands regardless of their size, naturally change with time.
The problem though for any business is it’s resistance to change. When resistence becomes an issue then the future of a brand also becomes an issue.
I personally run a brand creation agency with a focus on business brand design and logo design services and I can safely say that every business I deal with has a problem with major change, especially the likes of a rebrand.
The issue stems from not knowing or not acting on the fact that a rebrand is needed. If you’re already thinking about a rebrand then you’re a step ahead, as you’ve acted on your instinct. The next step is to ask yourself one question about your business and find out whether you really do need a business rebrand.
1. Has your business changed?
The epitome of any business is change and whether you realise it or not your business has changed in one way or another. These changes could have included:
- Your services
- Your technology
- Your strategy
- Your processes
- Your customers
- Your industry
These changes may come naturally but usually require some form of effort or planning to fully integrate and likewise the same applies for your branding which is often overlooked.
Your business may have changed over a number of years or maybe even over a number of months in which case the length of time since your last branding exercise doesn’t matter. What matters is the amount of change that’s taken place within that given time.
Don’t look at how long it’s been since you rebranded, look at how much you’ve changed since the last rebrand because change is the primary driver for a re-brand not time.
If you can look at your branding and see that it has remained the same whilst your business changed, then your branding has gone stale and maybe its time for a rebrand.
After answering question 1 you may feel that there’s not been enough change within your business to qualify a re-brand for your business but that doesn’t mean that it’s not time for a change. A re-brand could actually be the driving force to create change within your business.
Opinions on rebranding
Opinions can be dangerous things when it comes to branding and design because people usually judge what they see based on their personal preferences as oppose to a business purpose but an opinion might actually be what counts for your business branding.
If you’re unsure of whether you need a rebrand, get some opinions from
- People you trust within your business
- People who know your business
- People who use your business
- People who you want to use your business
Can I afford a rebrand?
Most small businesses don’t re-brand because they don’t want to pay for it. The truth is that any business can afford a re-brand of some sort so cost or investment should not be a question that needs asking.
When it comes to rebranding, forget about how much it will cost, think about how much it will make you in return.
Your Gut instinct on rebranding
You are the business owner so no one knows your business better then you do. One of the most reliable people you can ask about a re-brand is yourself because you can’t lie to yourself, can you?
Nostalgia is your enemy when it comes to rebranding
A lot of small businesses get nostalgic about their branding which makes nostalgia your worst enemy when it comes to branding. Many are fixated on what they started with or how successful their branding has been to date and some may even argue “if it’s not broke, don’t fix it”.
Don’t get nostalgic when it comes to branding. Your emotional attachment to the past could be holding back your business.
If you’re ready to rebrand, get the professional help that you need.