Alec Gilbertson

4 Questions to Ask Before a Rebrand

Alec Gilbertson
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Considering a rebrand? Here's a rundown of areas to examine before fully committing to a rebrand. It can be a daunting task, but we have you covered.

1. Is Our Logo Working?

This one is a little bit interesting. There isn't going to be a lot of hard evidence suggesting whether or not your logo is 'working' or not. You can look at your web analytics, you can take surveys, but these things aren't going to directly identify if your logo is effective. So designers and leaders need to use their best judgement.

However, here are some easy indicators to look for in a logo:

• If the logo scales properly (Can it work on a billboard as well as a pen?)

• If the logo is simple

• If the logo has a strong silhouette

2. Is Our Company Evolving?

Companies change all the time. This is a strong indicator of growth, and sometimes new ideals require a new look. Here are some scenarios you might want to look out for:

• You have a change in leadership. The old branding doesn't jive with the new boss.

• You expand your product line or service line. The current branding no longer represents what the company is or does.

• You're simply falling behind the times. Your brand feels old, and people are losing interest in a company that isn't modern.

3. Is Our Brand Identifiable?

This is a moment in time where you need to have an honest look at yourself in the mirror. Be as objective as you can. Ruthless even. Then ask yourself these questions:

• What kind of relationship does your brand have with your existing customers, good or bad?

• What feelings do people associate with your company?

• Would anyone even know if you changed your look?

The answers to these questions can be difficult to find. You can absolutely have an equity assessment done internally or by a third party. These can be expensive and time consuming, so do the best you can with what you can afford.

4. Do We Have Enough Money?

Rebranding can be an expensive decision. Many rebrands fail because organizations don't foresee all the different things they need to pull one off. Before diving head first, here are some things to consider.

• You have to pay the designer, to make sure you have top notch visuals.

• You need to redo all your print items, as well as using up or recalling all of your current printed pieces.

• Your website at the minimum needs a fresh coat of paint to match the new branding.

• Often rebrand include a marketing push, to let people know what has changed and how it is beneficial to them.

If you don't have the cash on hand and your business is sluggish because of your branding, maybe consider a Brand Refresh. They are less expensive because the changes aren't a complete separation from your current brand. You have the option to have a slower rollout, and gradually fazing out old items. We'll have more info on Rebrands vs. Refreshes in another post

Once you've asked yourself these questions, you're more prepared to make the right call on a visual change. When done right, rebranding is an absolute joy. New looks are fun, and they get your customers excited too.