Like anything in life, brands evolve with the times as their target audience changes or they have grown to offer new services. When first starting a company it can be difficult to know exactly who your future customers will be. You learn as you go along so your brand must evolve to meet your customer’s expectations.
When is it Time to Rebrand?
The decision to rebrand is usually made when a company feels that their brand does not match the company that they have become. Whether it is because you are no longer reaching your target market or because your brand has become dated.
To reach a new audience
Your current brand may not be attracting the customers or clients you want.
Values have changed
If your brand values and overall philosophy have changed leading you to take a different direction with your company, your brand should reflect these values.
If it’s been decades since you have updated your brand’s identity it may be time to determine what changes can modernize your look. These changes can be minor to major.
Refresh or Total Rebrand?
If you’ve decided that the company would benefit from rebranding, it’s time to determine the scale of this effort.
This is a lighter and more targeted effort. A simple refresh makes sense if a specific element of the brand could use a more contemporary take, as in the logo or product packaging look dated; or if there have been developments to the business, as in new products have been released.
Google’s logo has gone through several refreshes throughout the years, all of which are relatively minimal.
This is a wide-reaching and high-effort brand overhaul. If a critical part of the business has changed—for instance you’re pursuing a completely new market, targeting a different demographic, selling a new core product, or are undergoing a merger/acquisition then it might make sense to do a total rebrand.
Doritos newest logo gives a more action-oriented vibe. They have been promoting themselves as ‘bold’ and this logo reflects that sentiment.
Determine if a rebranding is needed and identify the specific reasons.
Devise a plan to rebrand. Once you’ve identified the reason for the rebrand, you need to come up with an outline of how to achieve your goal. Include projected costs and a timeline indicating important targets.
Visualize the Future. Developing the design includes testing for quality and functionality of the logo, font, and icons. They are developed inconjunction with the brand statement, story, and tagline in mind. This may take some time spent positioning all the elements of the design and tweaking it to perfection.
Implement the brand changes. Transition your brand to the new logo, product, etc. in accordance with your established plan. Update your business cards, letterhead, website and social media profiles as needed.
Rebranding is a big decision. The decision should be made with as much care as you took when you started your company. Though your customers are changing, they still crave the comfort of familiarity. By mindfully taking advantage of your years of experience and paying close attention to your target market, you can navigate your business into the future.