Over the years many popular brands like Apple, Starbucks, Uber, Airbnb, Pepsi etc. have undergone one sort of rebrand with their logo, tagline, messaging etc.
When it comes to rebranding, you must understand that it is more than just changing your logo or color or updating your website, it’s about redefining the landscape of your business to effectively communicate your offer and value.
It is also about attracting the right audience and improving your market position in an ever changing market. A rebranding example would be Apple. Prior to their “apple logo”, their old logo was a detailed image of Isaac Newton plus Apple Computer Co.
But as we all know, Apple doesn’t just sell computers. They’ve a bunch of electronics from Airpods, Macbook, Iphones, Watches etc. If they had stayed with the previous logo and tagline, they limit themselves and also run the risk of confusing their audience.
However, the “apple logo” communicates simplicity and ease of use- which is their USP. Through this, they were able to show the world that they are more than a computer only brand. You may be confused and wondering “when should you rebrand your business?”. Well, I’ve got you. This is your ultimate guide to rebranding.
So, if you find yourself asking, Should I rebrand my business?, then this article serves as the right first step to answering that question. I’ll also discuss when not to rebrand your business, so you don’t take any drastic step that could harm your business.
Now, to answer your question of when should you rebrand your business, here are,
5 signs your business needs a rebrand
- Your Brand No Longer Reflects Your Business Vision
Let’s backtrack to the Apple example. Apple wanted to move away from being known for just producing computers. They wanted to expand their offers thus expanding their target audience.
This meant that it was time for a rebrand. As your business continues to grow, your offerings might expand and the need to redefine your market positioning arises. This is when you know you need a rebrand.
If your brand doesn’t represent these changes, you would confuse your target audience, relevant stakeholders, and even your employees. This causes a lack of trust and confidence in your business.
Imagine if Apple kept its old image and market positioning as a computer only company. Then suddenly they start producing and distributing other electronics without effectively communicating that to their audience- people would hesitate in patronizing them.
One of the strongest reasons to rebrand a business is to ensure that your outward image communicates your internal decisions. If there is a disconnect between these two things, it can manifest in Inconsistent Messaging, Loss of Brand Loyalty and an Unclear market positioning.
When you undergo a rebrand, your brand must reflect your current business vision including every and all changes made.
- Your Audience has Changed
The number one way to succeed in business is to know your target audience. The people you’re selling to or providing services for. From their age, online habits, shopping preferences, demographics, psychographics etc., knowing these things help you succeed as a business owner.
But, it is important to know that the market is constantly changing. From advancement in technology to change in customer preferences, tastes, age etc. If your business was tailored to a certain demographic but eventually that changed, then it is time for a rebrand.
Knowing your target audience informs everything about your business from brand tone to brand messaging etc. So, if there is a shift in your target audience, then it must be reflected in everything related to your brand.
An example of this would be “Old Spice” whose product is primarily male grooming products. Prior to undergoing a rebrand, they were seen as the old fashioned brand for the older generation. This image severely impacted them negatively and affected their sales.
But one ad changed everything for them. In order to reflect a change in their target audience, they ran a tv ad “the man your man could smell like” which starred a very popular actor. Suddenly, they were no longer the brand for the older generation but for the younger generation.
The ad was just one part of their rebranding strategy- it reflected in their packaging, messaging etc.
So, if your brand is struggling to connect with its new audience because of its outdated branding, then it is time for a rebrand.
- You’re Facing Increased Competition
Statistics show that over 100,000 new businesses are started each day while over 30 million new businesses are launched in a year.
The market is saturated and crowded, so the best way for you to stay ahead is by standing out. This is no longer a maybe but a HUGE necessity in order to stay relevant and generate sales for your business.
In this attention generation, people tend to forget and lose focus on brands that refuse to stay relevant. This is your reason to undergo a rebrand. If your competitor is more modern and able to grab the attention (and hold it) of your target audience, then you risk the chance of being forgotten.
A brand can easily lose its recognition if it fails to keep up with industry trends and customer preferences. If you notice that your competition is gaining traction while you’re stagnating, then it is time for a business rebrand.
HOW REBRANDING HELPS YOU STAND OUT
You need to craft and execute a rebranding strategy in order to outshine your competition and also establish a unique position in the market. This involves
- Redefining your Unique Selling Proposition
- Updating your companies’ visual identity
- Enhancing your customer experience
Is rebranding a good idea? If you’re struggling to survive in a competitive market, then yes, rebranding is the game changer your brand needs to survive and thrive.
- Your Brand Is Outdated
Pepsi is a popular example of this.
From its initial logo, “Brad’s Drink”, Pepsi has had more than 5 different variations of its logo from its initial launch to now.
Why?
The goal is to keep up with current design trends whilst keeping their youthful and energetic image.
Branding is more than colors, tagline and a logo- it’s about connecting with your target audience and crafting an image in their minds. If your brand looks outdated like Old spice did before its rebrand, you fail to connect with your audience and your brand would lose its appeal (no matter how great your product or service is).
In the world of brading, impressions matter a lot. How you look to your audience can help you lose them or draw them in. If your brand looks outdated, it sends a message that your brand is old, lacks innovation and not interesting.
Pespsi has existed for decades now, if it’s still using its visuals from the earlier days, people would be turned off by the brand and wouldn;t be able to relate with it as they do now. Their latest rebrand was in 2023- it gives of modernity and newness, like you’re experiencing the brand for the first time.
When your brand starts feeling and looking outdated, that’s when you know that it is time for a business rebrand. Your branding is outdated when;
- Your logo looks old fashioned
- Your website isn’t user friendly
- Your competitors look modern
- Your brand doesn’t reflect industry trends
You can fix this by;
- Upgrading your visual Identity
- Aligning with current trends
- Improving your online presence
- Changing your messaging and Tone
At the end of the day, your brand is the face of your business, if it looks outdated, people would think your business is outdated too which would cost. Rebranding allows you to reconnect with your audience and change your business story.
- Your Business Has Undergone a Merger or Acquisition
If your business has been acquired by another or merged with another, then it is time for your business rebrand. The reason is pretty straightforward, when two or more brands consolidate, their different brand values, mission. tone, logo, culture etc., also come together.
These can either clash or fit in seamlessly. Without a clear rebranding to synergies these brands, they run the risk of confusing their audience, disrupting internal operations, and losing customers.
In this case, rebranding is very important for long term success in the growth of the brands. Where customers and employees are unsure of what the new company stands for, a strategic rebrand helps establish a unified identity, ensuring that everyone—both internally and externally—understands and connects with the new direction. If this doesn’t happen, then your customers would have a fragmented brand experience- which is bad for business.
You can avoid these through these strategies;
- Conduct a brand Audit
- Define the New Brand Strategy
- Redesign Visual and Marketing Elements
- Communicate with Relevant Stakeholders
- Roll out the Rebrand Strategically
Disney & Pixar is a successful example of a rebrand after Disney acquired Pixar. A Merger & Acquisition marks a new beginning for a brand. However it can be a huge flop if this is not communicated to the audience and structured in a way that ensures a seamless experience for customers (especially the ones familiar with the brands involved).
How Often Should a Company Rebrand?
How often should a company rebrand? There is no strict rule, but businesses typically rebrand every 5-10 years to stay relevant and competitive. If your brand no longer represents who you are, it’s time to consider a refresh.
When Not to Rebrand
When not to rebrand? If your brand is already strong, well-recognized, and resonating with your target audience, a rebrand might do more harm than good. Avoid rebranding just for the sake of change—ensure there’s a valid reason behind it.
How Much Does It Cost to Rebrand Your Business?
How much does it cost to rebrand your business? The cost varies depending on the scale of the rebrand. A small business might spend anywhere from $5,000 to $50,000, while a large corporation could invest hundreds of thousands in a full-scale rebrand.
Is Rebranding a Good Idea?
Is rebranding a good idea? If your business is struggling with outdated branding, changing audiences, or increased competition, then yes, rebranding can provide significant benefits. However, it must be done strategically to ensure success.
Conclusion- How Cnergii helps
Rebranding is a powerful tool to revitalize your business, stay competitive, and strengthen your customer relationships. When to rebrand? If any of the signs above resonate with you, now might be the right time.
At Cnergii, we specialize in crafting strategic, impactful rebrands that help businesses grow and thrive. Whether you need a full brand overhaul or subtle refinements, we’re here to help. Contact us today to start your rebranding journey!
