Many companies we work with are not startups; in fact, some have been in business for many years. As companies grow, they often find that they outgrow their brands, or are ready to relaunch their brand using a proper strategy. We help businesses identify where they came from and where they are now, and advise whether or not their current brand is reflective of who they are and attracting the right clients. Before you decide to rebrand, we’ve put together some helpful questions for you to consider:
How long have you been in business?
Businesses often rebrand when they have been in operation for 5 or more years and if their brand has become outdated or no longer in line with the image they want to convey.
Was your brand developed with a proper discovery and strategy?
When a business first launches, owners often do not have the resources for a proper brand strategy and therefore only have a cost-efficient logo or a do-it-yourself brand. After a few years in business, companies are able to invest in proper branding with more confidence in their offering.
Why are you considering a rebrand? What problem are you attempting to solve?
A business can choose to rebrand for a number of reasons including: attracting more clients, attracting better clients, appearing more professional, showing more value, building brand awareness, etc.
Has your client profile change? Is your brand in tune with the current needs and desires of your clients?
Your ideal clients may have changed or become more defined since you started the business. Your brand should continue to appeal to your ideal client today.
Does your brand tell the right story? What do you want to convey? To whom?
A good exercise is to compare your business to other bigger brands not related to your business. For example, “if we were a car, we would be... a Tesla? A Lincoln? A Mercedes?” or “if we were a fashion brand, we would be... Chanel? Balmain? Ralph Lauren?”. Identifying your brand in this way will give you a clearer picture of how you wish to be seen and whether or not your brand reflects this image to your clients.
Will your brand be relevant in 5, 10, 15 years?
Brand should be timeless. Your current brand should still be effective over time and not overly complex or trendy as it may become outdated.
Has your company seen significant growth in clientele and staffing?
As your business grows, your team will grow. Your brand identity and guidelines (colours, fonts, etc.) need to be clear to your staff so the brand impact is never compromised.
If you were starting your business today, would your brand look the same?
With your increased experience and knowledge of your business, you may have gone a different direction with your brand today. Given what you know about your company in its current state, does your brand reflect the business effectively and appeal to the right clients?
Do you have all of the following formats of your logo?
- .eps, .ai, .png and .jpg
- print(CMYK) and web(RGB) files
- full colour version including mark and text
- full colour condensed version with mark only
- all black version and all white version
- square format for social media
Client do not often realize that having one logo is not often sufficient. We ensure that our clients are well equipped with multiple logo formats for use on any media on print or the web.
Do you have a style guide containing:
- colour palette (CMYK, RGB and Pantone colours)
- typography guidelines
- clearance zone
- proper logo usage guidelines and incorrect logo usage guidelines
- alternate format guidelines
Beyond logo designs, we believe all companies should have a style guide containing all the elements of their brand identity. This is particularly important if you have staff that will be handling your brand. If the materials and messaging coming from your company are not consistent with your brand guidelines, the integrity of the brand will be compromised and it may have lesser impact.
Hopefully this has shed some professional insight into why companies choose to rebrand so you can decide if it's right for your business. Undergoing a rebrand process is exciting but also a big commitment and investment, so it is important to understand the motivation behind why you want to rebrand to ensure you are ready.
If you feel your current brand does not help your business put its best foot forward, it may be time to refresh. We’d love to help! Take a look at some of our branding projects and connect with us for more information.