Your brand is one of your company’s most important assets. More than just a logo, your brand is the very essence of your business. But what do you do when your company’s brand identity evolves? Or what if it becomes outdated? That is the time to rebrand! There are many valid reasons a company or organization would want to rebrand. Here are a few to consider.

Outdated (or Non-Existent) Logo

Does your logo still accurately reflect your company today? Have the artwork, fonts, or colors become outdated? If your logo looks old and tired, you may be giving the wrong impression to potential or current customers. A retro logo – while hip – won’t work until you have been through a new logo first. An old logo gives the impression that your company is unwilling to change.

New (or Different Types of) Customers

Maybe your focus has shifted over the years to provide products or services to only higher-end or commercial business customers. Your current brand needs to reflect that change. You should also consider whether your company slogan works for today’s audiences. Your customer is ever-changing, and your business and brand need to evolve with it.

Unique Brand Identity

Your logo should be one-of-a-kind and different from your competitors. Pay attention to what the others are doing. Even if you were the first one with the brand identity, it’s important to stand out. Continue to be the trendsetter.

Company Merger

Maybe you’re in the middle of a merger. Which company will keep its identity? Or will you create an entirely new company with a new brand identity?

So You’re Ready to Rebrand. Now What?

Be sure to do your research before you overhaul your brand identity. Rebranding can be risky, but we are here to help you through that process. Here are a few questions to consider before you come into your consult:

• Is it better to polish your old brand elements instead of creating everything new?
• Do you have the budget to pay for a successful rebranding effort?
• Will your current customers and employees embrace the changes?
• How will you track your success and ROI?

Surveys and interviews are excellent ways to find out what will work for potential and current customers. Your most loyal customers will likely be willing to give you insight into what’s important to them and if changes will negatively affect their view of your company. You might also consider paying a market research company to conduct focus groups to find out what will attract new customers.

Once you rebrand, you’ll need to consider your logo design, brand colors, workspaces, web presence, marketing collateral, and more. At 12-Point SignWorks, we have experienced and talented designers who will help you with logo redesign to create a beautiful, eye-catching, branded office interior. Get in touch with us today for more information or to get started on your next project.

We look forward to working with you!