Business outgrown your brand? Here’s what you can do about it.

3 min read
Here at Brand chemistry we talk to a lot of companies whose businesses have evolved so fast that they’ve suddenly found themselves constrained by a brand that simply doesn’t fit any more. We also talk to companies whose competitive landscape and customer profile has changed so much that their brands are telling an outdated story.

Perhaps you fall into one of these categories, or maybe your business has simply come of age and you have the resources and understanding to finally tell a compelling story about who you really are.

In this blog we look at 5 vital signs that will tell you if you need to review your brand, rebranding process steps and a couple of strategic questions you need to consider before you embark on the rebranding journey.

5 vital signs that could indicate you need a rebrand

  1. Put all your customer-facing folk in a room and get each of them to share their personal one-minute pitch about what makes your business better than the competition. Is the question easy to answer, and does everyone’s pitch have a similar focus?
  2. Are your sales guys proud of their sales collateral?
  3. Are your customers’ needs, fears and desires the same as they were the last time you looked at your brand? How about your competitors? And the products and services that you offer?
  4. Would your brand make it on to a list of b2b brands that hit the mark?
  5. If you entered the market today, would you choose the brand you currently have?

If you’re answering no to any of these questions, chances are you need to take a step back and look at bringing your brand back up to speed again.

(See here for Susan Gunelius’ excellent and concise reasons why companies choose to rebrand. Any sound familiar?)

Do you need a visual rebrand or a strategic rebrand?

Some companies can get away with simply refreshing their visual identity: a new logo, a splash of colour, a refreshed typeface. And if all you need to do is give your brand awareness a boost, a simple visual rebrand might just do the trick.

On the other hand, if – like most of us – your market, your product, the way you do business, or the channels through which you do business has changed, you might find that a visual rebrand alone doesn’t deliver the results you had in mind. A more strategic approach to branding will give you a fundamental shift in how you present yourself, rather than just a skin-deep makeover.

What will be the outcome of your branding exercise?

It’s easy to automatically assume that a rebrand just gives you a new logo and the design trimmings that go with it. And while a new visual identity, including a logo, is often a powerful way of re-articulating your brand, we often find that the most powerful aspects of brand evolution happen around language. So think hard about what needs to change: is it your visual identity, the language you use when you talk about your company and its products, or both?

Who is going to help?

It’s our view that rebrands are best conducted by a specialist branding agency with a strong strategic focus – and for good reason. Read this article on why b2b branding ought to be left to the experts.

To learn more about the different types of brand archetypes and how to harness their power, download our Hero, Explorer or Outlaw: Which archetype is your brand? ebook today.

Download Brand chemistry's brand archetype ebook

Brand chemistry is a strategic brand agency. With more than 10 years experience building brands, we know what it takes to stand out amongst your competitors. Take a look at our client case studies to find out more.

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