When you’re wondering about the direction you want your business to take, chances are you’re probably asking questions about your brand identity as well. Is it time for you to rebrand? Businesses change and you have to adapt with these changes if you want to grow. That said, there are signs that indicate that rebranding is the next logical brand optimization step for you to take. Here are four of them:
Your products and/or services have changed
If you used to do “one thing” and now you do “another,” it might be time for you to rebrand. Unless you do, your customers who know you for doing that “one thing” may find it hard to accept that you are also doing “another.” For instance, if you used to offer plumbing services but are planning to expand to HVAC, that can be a good time for you to rebrand.
Your message has changed
Brand identities that can wither the passage of time without changing to reflect contemporary aesthetics are extremely rare. The reality is that your message needs to evolve as your business does. If your message isn’t evolving, then that could mean your business isn’t evolving as well. If your message no longer reflects what your business is doing or vice versa, consider rebranding.
You have a tarnished reputation
Every business needs to deal with some negativity at some point. Unfortunately, crossing one impassioned customer is all it takes for a business to fail nowadays, and often, negative online press can last for years and easy for your potential customers to find. Rather than cough up the legal fees to fight back, it may be better for you to lick your wounds and rebrand.
Of course, you need to first identify your reasons for rebranding before you proceed, and make sure they’re good reasons. Rebranding should be a well-thought-out move—there’s no room for error here. As with every step you take to grow your business, be focused and deliberate with your rebranding efforts.