Time to refresh your brand? How updating can boost a brand's profile

Blog Detail

In the competitive world of marketing, businesses need to establish a strong brand to be recognisable and individual against the crowd. Most businesses, at some stage during their lifetime, will undergo a rebranding in some form or other. Rebrands have been rolled out successfully in many popular companies such as Uber and Airbnb, with clearly effective results.

A brand refresh can be done in a variety of ways such as a quick logo revamp, colour scheme adjustments or an entire overhaul of your company name. Branding can bring a new life to your business, but there are some points to consider first.

Why do companies rebrand?

Branding evolves with your business and often signifies a new chapter, growth or transformation in your company’s journey. Industries, design styles and markets all evolve too, and brands need to stay in keeping with current trends while also having that unique edge that makes your business stand out. Some reasons for rebranding could be:

  • The company has changed management, ownership or head office. While you are already investing in new business cards, letterheads, signage and a website update, it’s convenient to refresh your branding at the same time.

  • The company has outgrown its current branding. The world of business is ever-changing, and your branding should reflect this. You may be tackling new markets, target audiences and or adding new products and services to your line which aren’t currently reflected in your branding. Taking a look at what market leaders in your industry are doing will give you a pointer in the right direction for what hits the right note with your target audience.

  • To match current design trends. If your logo was designed in the 90s, it’s highly likely that by now it is looking pretty outdated in comparison to your competitors. An outdated logo can reflect negatively on a brand and give an impression that the company is behind the times. Design standards and trends change regularly over time, including colour palettes, design shapes and the element of simplicity that has dominated logo design in recent years.

A rebrand shows customers that your business is making a conscious and maintained effort to stay competitive in the market, leaving no stone unturned in its mission to stay at the top of its game. Rebranding can also give a business a new lease of life and signifies a positive development in company values, goals and mission statement.

In the case of some past controversy or negative press, a rebrand can give consumers the impression that you are acknowledging past failures and are committed to rebuilding brand reputation. Uber rebranded for this very reason, and the results were a big success.

If your new branding hits all the right marks and is eye-catching, memorable, and communicates the true values and goals of your business, then you should begin to see new customers engaging with your company as your new look starts to make an impact.