Does Your Business Need A Rebrand?

Vanessa McQuade

A brand is much more than a logo. Your brand represents and distinguishes your company from the competition and it elicits feelings from your clients and prospects.

The question is, how do you know when it’s time for a rebrand?

There are many reasons why a business may be due for a rebrand, here are some clues you might be in need of one:

#1. You’re embarrassed to give out your card or direct someone to visit your website.

This is one of the most common reasons to rebrand. If you ever feel reluctant or embarrassed to hand out your business card or direct someone to your website, then there is a good chance that it’s because your card and your site aren’t representing your business and brand the way you want.

Don’t worry you are not alone! There are countless businesses that put a few things in place, like a website, but as their business grows they need to make sure that the assets representing their brand match where the business is at. You want to feel proud and excited to show off who you are, what you represent, and what you offer.

#2. You’ve had the same logo for 10+ years and it’s looking out-of-date.

Another significant reason to rebrand is that your business has outgrown your original brand.

Many businesses create a logo and choose a few general colours for their brand when they originally started, but then, before you know it, a decade has gone by and your brand hasn’t grown/evolved with your business and is no longer relevant.

On the other hand, if your brand still represent your business well but is just starting to look outdated, you can opt for a refresh without losing your brand visibility. Here is an example of a rebrand that Intrigue Media  developed for Kerr & Kerr Landscaping:

Kerr & Kerr Rebrand- Intrigue Media

#3. When someone asks you for your branding guide or high resolution version of your logo, you send them the only small blurry version you have access too.

You might also fall into the category where you don’t have a concern with updating your logo and brand, but you don’t have the proper assets to make you look as professional as you could. In this case, you may only require a rebuild of your logo and the development of a branding guide. Often, people will have a logo but will not have any instruction as to how best to use it so that your brand is consistently displayed with appropriate quality and professionalism.

#4. You’ve gone through a merger or acquisition.

If you’ve gone through a merger or acquired a new business, odds are that will require a rebrand. For example, when Tsubaki acquired Diasaw they wanted to create a new and updated brand for Diasaw that incorporated both of their colours and name while still maintaining the original business name so existing clients would be comfortable with the acquisition.

Diasaw Rebrand- Intrigue Media

#5. Your brand doesn’t evoke the image or feeling that you want it to.

Key questions to ask yourself about your existing branding include:

  • Does your brand make people perceive that something about your business that you don’t want them to?  (e.g. Your services/products are cheap instead of valuable.)
  • Does your brand bring to mind any negative associations? (e.g. While McDonald’s didn’t change their logo, they made changes to their brand and offerings to combat the negative backlash that started after the film Supersize Me was released.)
  • Does your brand target a different audience than the one you’d like to be going after? (e.g. Old Spice re-branded because they wanted to target a younger demographic and move away from the older generation.)

If your answers to the questions above leave you wanting more, give us a call and we’ll discuss your rebranding options.

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