When to rebrand


You’ve had great times together and you achieved so much, but maybe you and your brand have drifted apart? Maybe the same fire no longer burns?

Every business is different, but there are common factors, pain points and situations when rebranding could, should or simply absolutely has to happen.

From many years’ experience, here are just some of the questions you might like to ask yourself, if you’re considering rebranding. If you’d like us to clarify anything, add more perspective or give your brand its own, tailored, in-depth interrogation, don’t hesitate to get in touch. You might also like to try our Brand Healthcheck, which is always a good source of new perspectives, HERE >>>

  1. Most rebranding or brand refreshing is triggered by internal business changes. When the nature of your business changes, the nature of your brand changes and realignment becomes necessary. Has your business changed dramatically?
  2. Have ownership or leadership changes led to a new company culture?
  3. If so, does your brand identity still accurately reflect your company mission, vision, and values?
  4. Has your company, products or service offerings changed or improved or are you about to add products or services that will dramatically alter your offerings?
  5. If so, does your brand promise still apply to every product and service you offer or plan to offer?
  1. The next most frequent reason for brand realignment is a changing market environment. Has your market changed dramatically?
  2. Is your brand well recognised among those you target as customers?
  3. Are you attracting enough of the right type of customers?
  4. Are you continuously persuading potential customers to overlook your competitors and come to you?
  5. Have company sales fallen?
  6. Are you facing new or stronger competition?
  7. If so, how well does your brand identity; promise, and experience stand up to the challenge?
  8. Have new market solutions or customer preferences caused consumers to lose or lessen their interest in your brand attributes or promise?
  9. Has your brand message and experience become out of synch with current consumer interests and tastes?
  10. Is your brand identity – your logo, tagline, and other identifying elements – out of step with current design and cultural trends?
  11. Are you leading or following with your brand direction?
  1. Sometimes marketplace conditions change in such a way that brands become outdated or even irrelevant. Perhaps the brand’s benefits are no longer appealing or the way the brand is presented to consumers no longer fits marketplace trends and patterns. How well does your brand fit in your market place?
  2. How do others – including employees, customers, prospective customers, investors, and suppliers – perceive your brand NOW? Are those the same perceptions aligned with your brand values and offerings?
  3. Why do consumers choose your brand? Are their reasons strongly compelling and adequately conveyed in your brand name, logo, tagline, and brand communication?
  4. What attributes do consumers believe distinguish your brand from competing brands? Are those the same attributes that you feel best differentiate your brand and its offerings?
  5. Is your brand well recognised among those you target as customers? When asked to name top contenders in your market category, do all, most, or few prospects mention your brand?
  6. Do your brand name, logo, and slogan appeal to current market and cultural tastes and trends?
  1. All great brands share one important attribute: they’re mirror images of the companies they represent. Is your brand an accurate reflection of your business?
  2. Does your brand identity mirror your current business mission, vision, and values?
  3. Have ownership, leadership, or strategic changes made your brand out of date?
  4. Does your brand identity accurately reflect the character, personality, and tone of your business?
  5. Does the promise you make to consumers convey your strengths and distinctions, and is it believable and consistently reinforced through all brand encounters?
  6. Do all products or services that you’ve added or that you plan to add fit well under your brand?
  7. Do the number of products and the nature of your offerings make sense to consumers?
  8. Is your pricing an accurate reflection of your brand message and positioning?
  9. Has your brand image been tarnished by events within or outside your control?
  1. Consumer opinion about a brand is the result of all contact with the brand, from marketing communications to staff encounters, from the intricacies of the purchase experience (including services) to the experience of becoming a brand owner. Does your current brand experience reinforce your desired brand image at all contact points?
  2. Is your brand name, logo, communications, location, and experience consistent with the personality, character, and tone that you want associated with your business?
  3. When consumers encounter your brand, is the experience consistent, compelling, and competitive?
  4. Are your marketing communications from brochures, advertisements, website to your phone and mail and in-person contacts – uniformly consistent in look, tone of voice and message and are they competitive in terms of look, character and brand message?
  5. Do your marketing communications from brochures, advertisements to website make it clear what you do better than anyone else?
  6. As newcomers enter your business arena, their brand offerings can change consumer expectations. Does your brand compete well with the brands of dominant competitors in your market area?
  7. Is your customer offering clear and easily understood?
  8. Is your identity (your name, logo, tagline, and other identifying elements) distinctive and competitive in terms of quality, sophistication, and consistency?
  9. Is your brand promise clear, unique, and appealing when compared to promises extended by your competitors?
  10. Are your services competitive or outstanding compared to those of your competitors?
  11. Is your brand experience competitive or outstanding?
  12. Is your name still an appropriate label for the business you’ve become, the promise you keep, and the markets you serve?
  13. Has your organisation found it necessary to improvise adaptations of your brand name to make it an appropriate label for some of your offerings?
  14. Has your organisation found it necessary to use alternate versions of your brand name, logo, and tagline in certain distribution channels?
  15. Do your staff understand and embrace the business you’ve become?
  16. When asked to describe your brand, do employees all give nearly identical answers?
  17. Do your customers understand and embrace the business you have become?
  18. Has your brand experience begun to get unpredictable?
  19. Does your brand identity look jaded or dated, with a typestyle, colours and design that seem stuck in the past?
  20. Does your tagline accurately convey your brand positioning and what makes you unique?
  21. Does your brand identity match the quality and sophistication of the business you’ve become?
  22. Does your brand inspire potential customers to overlook the competition and come to you?


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