Is it time to rebrand?


In our last blog post, we talked about how you know when it’s time to redesign your website. Basically, if it’s more than two years old, there’s a strong chance that it’ll need looking at.

But what about other areas of your brand? How do you know if you need a company makeover or a complete brand transformation?

Many companies will consider a rebrand when new competition moves into their sector or there’s new markets and audiences to pursue. Others will talk to us about branding when they change ownership or their customer’s tastes and perceptions change.

It may be that your marketing is fading, your logo feels dated and sales just aren’t as strong as previous years. Or maybe your products have got new packaging, your business has expanded or diversified and your localised brand no longer represents the new look products or wider reach of your company.

Remember, a rebrand should focus primarily on the wants, needs and expectations of both current and prospective customers and suppliers. So the more you know about your audience, the easier it is to gauge where your brand fits and when it needs to evolve.

A rebrand doesn’t always have to result in a complete transformation either. Here at 10A, we’re often commissioned to do small updates to a logo design or produce updated collateral to maintain brand equity, kickstart a new campaign or just keep-up with style and market changes.

Here’s three of the most popular reasons companies ask for our help to evolve their branding

1) Reconnect and reach new audiences

Rebranding will boost marketing around a central idea or relaunch of a business or product. It will reconnect with those who love your offer but may have disconnected over time. A strong brand presence both online and offline will help you reach new audiences and reposition your proposition for changing consumer tastes.

2) Reflect growth and scale

When a small local business prospers and expands, a rebrand is often needed to reflect the change in audiences, geographic reach or scope. Your brand story may need to reflect a more UK-wide distribution or with popularity, you may have learned more about what people like about your business and want to use that narrative to drive further growth in the future.

3) Remain competitive

Just as fashions change, so to do design styles. Analyse the web presence, logos and marketing material of your competitors. How do you measure up? Be honest with yourself. If sales have dipped and your rival’s brand design feels more energetic, modern and accessible, it’s time for a makeover.