While it may have been perfect for you when it was first developed, you might find yourself veering away from your original brand identity as your company changes — and that’s OK! But when that happens, you’ll need to makes changes to your brand so it’s always aligned with the current state of the company.
Sometimes, there are obvious signs it’s time to rebrand. And other times, it may not be so clear. Here, we’re sharing three telltale signs that it’s time to start thinking about rebranding efforts.
Your target audience is (well, should be) at the core of everything you do. You create a brand that will resonate with and appeal to your audience so that you can relate to them. Not all brands will span this widely, but you can imagine how a brand geared toward millennial women would be wildly different than a brand meant for Baby Boomer men. Whether you’re making changes to a product, adding a new product, or simply tapping into a different audience group who may be interested, your brand will need to stay relevant to all potential demographics.
How might a brand expand to reach a diverse audience? Let’s look at Patagonia as an example. Incredibly strong brand, yes. But the company also has an incredibly varied target market — men, women, children, people of all ages, outdoorsy folks and more. So how do they manage to engage everyone? The company is united on its brand principles of quality products and environmentally conscious and sustainable manufacturing processes. With those two common threads, Patagonia is able to market to its differing target audiences and maintain a robust brand at its core.
A lot of times, rebranding comes from internal changes or restructuring. However, there are external pressures, too. It’s almost like playing defense. Let’s say an established competitor kicks up their momentum or a new competitor is quickly gaining attention. Rebranding can serve as a way to protect your business, giving you a chance to really differentiate yourself from others in the market.
Think about Uber and Lyft. For years, Uber was dominating the market and was hands down the most widely known. Then Lyft entered the game and gained traction quickly. This likely urged Uber to start formulating a plan, because last year around this time, they went through a rebrand.
For this specific occurrence, all pressure to rebrand comes internally. And you’ll know when it’s time. As companies grow, they’re dealt higher expectations. Sometimes the strategy set forth from the beginning needs to be reevaluated a few years later. Whatever the circumstances, any significant company change can spark the need for a refreshed or completely rebuilt brand.
Here at GO2 Advertising, we’re currently putting the finishing touches on an exciting brand refresh. What prompted us to revisit our branding? A recent shift in our culture.
As an agency, we’ve been developing and executing strategic internal initiatives to enhance our culture. At the core of these efforts is our focus on employee-ownership — we all apply an ownership mentality to everything we do at GO2, and we wanted this positive shift in our culture to be reflected in our brand voice and visual identity.
We’re eager to begin sharing our refreshed brand elements this year, and we’re confident in what our brand will say about who we are as an agency.
Keep an eye out for a new GO2 website as we finalize our brand refresh!
Now it’s your turn — how do you evaluate when it’s time for a brand overhaul? Tell us about some of your branding challenges and triumphs in the comments below.