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When is the Right Time to Rebrand? |
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Written by Dave Barbush, VP/Creative Director
While great misconceptions surround rebranding, experts believe that it is wise to rebrand over time to stay tuned to a fast-changing market. But when is the right time for marketers to rebrand? And how can they make that move a success?
At Sacunas, our experience has shown that there are some definite times or events that trigger the call for a rebrand. If any of these ring a bell with you, it may be time to rebrand.
A subjective way to decide is to look at your brand image and
consider if it is out of touch with the business at hand today. Are you
proud of how your company is portrayed?
Here are some rebrand scenarios to watch for:
- When there is a new CEO or change in business strategy
- When there have been significant market changes due to increased competition
- When the brand is seeking to enter or attract new markets
- When changing consumer trends or demands lead to the brand not performing, lacking identity or losing relevance
- When the size of your company has changed significantly, affecting delivery on the brand promise
Finally, a rebrand can be signaled by common sense and a general
feeling that the brand is just tired, the colors are dated or the image
it projects for your company doesn’t feel right. In any event, a
rebrand is inevitable at some point and having the right company guide
you through the process is important.
Click here to listen to how Sacunas guided these companies through their rebrands.
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