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5 Questions to Ask Yourself Before Rebranding

by | Aug 9, 2019 | Branding

We originally published this guide in December 2017. We updated it with fresh content on August 9th, 2019!

 

How do you know when it’s time to rebrand your business?

 

The answer might be clear: your brand is outdated, it doesn’t line up with your target market, or you’ve made big changes to your business model or offers.

 

But then again, if you knew rebranding was the right move to make, you wouldn’t be reading this blog post.

 

The tricky part is when you’re on the fence: is now the right time to rebrand my business? Will my audience and established customer base love the changes, or will it just confuse them? Is a rebrand the right place to spend my marketing budget, or will I got a better return on investment elsewhere?

 

Rebranding your company can have many positive benefits. It can refresh and re-energize your business, help you stand out in a crowded industry, and help you attract more of your ideal type of clients.

 

But new isn’t always good. If you’re rebranding for the wrong reasons, you may hold your business back instead of launching it forward.

 

 

So how do you know if rebranding your business will have a positive or negative effect?

 

After working with many business owners to rebrand their companies, here’s my reliable list of questions to ask yourself before rebranding.

 

Your answers to these questions will give you a clear idea of whether you should jump into the branding process or stick with what you’ve got.

 

For each of the following questions, jot down your answer of true or false:

 

 

True or False: You’re inspired to rebrand your business based on a current trend.

 

A new trend in branding and design often sparks the idea for a rebrand. While remaining modern and relevant in your branding is important, it’s almost always a bad idea to rebrand based on a flashy new trend that has caught your eye (or swept your industry).

 

Why? Because, by their very nature, trends fade. A brand should be built on unique, lasting attributes that help your company stand out in the marketplace and become memorable for something.

 

A brand that is designed to conform to a trend is anything but memorable – it just blends in with the rest of the trendy crowd.

 

Rebranding your business to fulfill a trend also sets you up for the need to rebrand again once the trend is no longer popular (which equals more time, energy, and money spent).

 

If you decide to rebrand your business, you should do so with the goal of creating something unique, memorable, and long-lasting.

 

Your answer (true/false): __________________

 

 

True or False: Your current brand appeals strongly to your ideal audience

 

 

Your brand should be acting as a filter, helping you attract only your ideal clients – those your business is set up to serve best.

 

A good brand is designed to appeal to a very specific set of people – not the general population. This allows you to become memorable and distinct in your industry and bring in more of the right type of client.

 

If your current branding isn’t appealing strongly to your ideal audience (either because it wasn’t designed for that purpose in the first place or because your ideal audience has changed), that’s a very good reason to rebrand.

 

If on the other hand, your current brand already appeals to your ideal audience and helps you bring in more of your best clients, your current branding might be worth sticking with.

 

Your answer (true/false): __________________

 

 

True or False: Your current brand reflects the quality of your services and client experience.

 

Another important job your branding will do is help you immediately set the tone for the quality you offer through your service and your client experience.

 

This one’s pretty simple: when we see outdated or poor quality design and marketing, we quickly associate that level of quality with the business using it.

 

So if you’re offering a valuable, high-quality service but using low-quality, cheap-looking marketing and design elements, you’re missing an important opportunity to convey your business’s value to potential customers.

 

There’s nothing wrong with working within your budget and using affordable resources for branding, website design, and marketing while your business is growing. But if you’ve reached a new level of growth in your business but haven’t yet updated your branding, there may be a big gap in the quality your prospects perceive of your business and the actual quality you deliver.

 

Your answer (true/false): __________________

 

 

True or False: You haven’t made any changes to your business model, offers, or direction

 

Another big (and smart) reason for rebranding is after a change has been made to your business model, offers, or general direction.

 

If you’ve made shifts – like offering a new type of product or service, focusing on a new audience, or working toward a new business goal – there’s a good chance your current branding will no longer be as effective or relevant.

 

On the flip side, if none of these major components have changed, you should ask yourself why you feel your brand is no longer effective before jumping into a rebranding project.

 

Your answer (true/false): __________________

 

 

True or False: Your current branding & website feels modern, streamlined, and meets your prospect’s needs

 

A good brand is designed to last, but even the best branding can become outdated and need a refresh.

 

Regardless of its style, your branding should be modern (in its user experience and application), streamlined (implemented consistently across all of your business and marketing platforms), and meet your prospect’s and customer’s needs (which can change over time).

 

If you feel your branding has grown outdated in any of these ways, a rebrand (or a brand “refresh”) is a smart move.

 

Your answer (true/false): __________________

 

 

Time to evaluate:

 

 

 

If most of your answers were TRUE…

 

a rebrand is probably not the right move for your business right now.

 

By answering “true” to all or most of the above questions, you’ve confirmed that your motivation for rebranding might harm your business more than help and/or your current brand is already performing its most important tasks well.

 

 

If you answered “false” to any or most of the above questions…

 

Rebranding your business would be very beneficial. Unlike your current branding, your new brand should be focused on appealing to your unique target audience, instantly conveying your value, staying in line with your business goals and offerings, and appearing modern, easy to use, and relevant to your market.

 

If you’ve discovered that rebranding could be a smart move for your business, here are some resources to help you get started:

 

Download our free Brand Planner Workbook to start clarifying your brand’s strategy.

Take our free Website Quiz to see how your website scores on its ability to turn your website visitors into leads for your services.

And if you’re looking for a partner to help you make your new brand a reality, you can book yourself a free brand consultation to talk about how we could work together.

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Jobson Studios
99 Monroe Ave NW #200
Grand Rapids, MI 49503

616-821-7244

Jobson Studios
99 Monroe Ave NW #200
Grand Rapids, MI 49503

616-821-7244

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