We are commonly asked about when is the right time for a company to rebrand. As design and branding experts, we have worked with many organisations to rejuvenate and realign branding to match a range of objectives. Read on to find out the main reasons a rebranding project may be required, when the time would be right to do this, and what the common mistakes other companies have made when rebranding their business.
What is a Rebranding?
Corporate rebranding is when a business or organisation changes the visual identity of an existing brand. This could be through a new name, logo, colour scheme, or personality & tone of voice.
Why do Companies Rebrand?
There are many reasons a company may choose to rebrand, and choosing the right time can be the difference between success and failure. As the front-facing element of your company, your brand is more than just icons, colours, and fonts. It must grow with, and represent your business values and objectives.
Rebranding can come at natural points of business development, or be a result of internal or external factors. Here are the important points to consider when choosing the right time for a business rebrand:
When is the Right Time for a Company Rebrand?
A Shift in Business Goals and Mission: When your business undergoes a fundamental change in its mission, goals, or target audience, rebranding can realign your brand image with the new direction.
Mergers, Acquisitions, or Partnerships: When your business goes through a merger, acquisition, or partnership, a rebrand can help unify the brand identity and reflect the new entity.
Poor Brand Reputation: If your brand reputation has suffered due to controversies, product issues, or negative public perception, a rebrand can help rebuild trust and credibility. Hermes the delivery company had a low public perception of service so underwent a rebranding to Evri for example.
Expanding or Diversifying Product/Service Offerings: When expanding into new markets, adding products, or diversifying services, a re-brand can ensure consistency and coherence across the brand's portfolio.
Outdated Brand Image: If your brand's look and feel no longer resonate with current market trends or your target demographic, a rebrand can modernise your image.
This is an example of a brand refresh we completed for Mugdock Country Park as part of their website redesign:
Growth & Global Expansion: When going international, considering cultural sensitivities and market preferences may warrant a rebrand to appeal to a broader and diverse audience.
Website Redesign or Technological Advancements: If you're updating your website or integrating advanced technologies, it may be a good time to rebrand to ensure a seamless and modern online presence. When designing the new Hulley and Kirkwood website, we discovered updates to the 70+ year brand could help synchronise the brand with the site to create a seamless and consistent journey.
Customer and Market Feedback: If customer feedback consistently indicates confusion, dissatisfaction, or a need for change, a rebrand can address these concerns and improve customer engagement.
Stagnant Growth or Declining Sales: If your business is experiencing stagnant growth or declining sales, a rebrand can inject new energy, attract a fresh audience, and reignite interest in your products or services.
Competitive Landscape Changes: When the competitive landscape evolves significantly, adapting your brand to stay relevant and competitive can be crucial for long-term success.
Brand Identity Mismatch: If your current brand doesn't accurately represent the culture, values, or personality of your business, a rebrand can realign your brand identity to reflect the true essence of your organisation. Burberry for example became synonymous with casual and even hooligan culture in the early 2000s, and a rebranding was required to realign with the desired customer base.
What Are the Most Common Mistakes in a Business Rebrand?
Rebranding your business should be a well researched, developed, and strategised process. Second chances at a first impression are not easy to achieve. Most common failures within rebranding stem from a lack of understanding of why, or even if that rebrand is required. Brands can create an emotional tie with customers, so understanding the full landscape is essential. Common mistakes in executing a rebrand include;
- Changing for changes sake
- Not understanding the existing and target audience
- Only creating a logo and not understanding how the brand exists internally and externally
- Complicated or unclear messaging
- Rebranding as a last resort for poor customer reputation (without addressing the underlying concerns)
- Lacking consistency in colours, iconography, and fonts
- Poor or lack of communication on rebranding to your audience
- Being too aggressive or too hasty with changes
- Unpolished or unprofessional visuals
Business Rebranding Suite of Services with Mucky Puddle
At Mucky Puddle, our team of brand and design experts have helped revitalise many brands. From brands making their first entry into digital channels and platforms, to long established brands looking to refresh to stand out in busy marketplaces, we have the skill and experience to undertake exceptional rebranding projects for companies of all scales and sizes.
Contact us today to arrange a free, no obligation consultation with our design team and find out how Mucky Puddle can help you plan, strategise, and implement your dream business rebranding.