Blog, Culture

How to know when your business needs a rebrand


Author – Dan Henderson, Head of Design

Dan Henderson

Undertaking a rebrand is a move that, when done right, can revolutionise a business.  


One of the key ingredients to business success is the ability to keep your brand current and captivating. As the first touchpoint for your audience, it builds awareness, generates recognition, and initiates audience engagement.  

If your business offering evolves beyond your brand, or your image becomes stylistically outdated, then you’re likely going to lose business because of it. This is why a brand needs to be nurtured and continually evolved.    

That being said, rebranding is not something that should be taken lightly. If you think your business needs a rebrand and want to know what to expect, or perhaps you need some advice on whether or not it’s necessary, we’re here to shed some light on the process.   

What is a rebrand?  

Let’s run through what a rebrand entails.   

A rebrand is likely prompted by the desire to change the perception of your business. This typically includes an overhaul of your visual identity, which can encompass your logo, brand aesthetic, website, and all other touchpoints that connect you to your audiences.  

Whilst a new logo is usually the main focus of a rebrand, it is not, or shouldn’t be, the defining factor of the process.   

Depending on what you want from a rebrand determines how extensive it is. You may want to change your website, making tweaks to messaging and design, for example. Or you might want to dig down to the root of the business, refreshing your values, positioning and mission before revisiting the visual side of your brand.  

Do you know why you’re rebranding?  

Rebranding can be such a rewarding project from a design perspective. It goes beyond changing appearances. It’s an opportunity to consolidate values and visually communicate the narrative of a brand in the most effective, and suitable way. As a result, you get a more sustainable, engaging, and impactful brand that resonates with both current, and prospective audiences.”

Eve McConnell, Graphic Designer

If you’re not sure if you need a rebrand, consider why exactly you might be having these doubts; what specifically comes to mind?  

You can also explore the idea by holding workshops with key stakeholders and other staff to share opinions and ideas. Asking for feedback from clients and staff can help – this can be anonymous, too.  

Try creating a mood board centred around brands you love and why you love them. You can do the same for what your ideal brand would look and ‘feel’ like.  

Here’s some common approaches to get the conversation started:  

Proactive and reactive  

The Economic Times discuss the concept of ‘reactive’ and ‘proactive’  rebranding. Reactive rebranding is a result of something that has happened or changed. Examples include a change in partners, either losing someone who is part of the brand’s namesake, or gaining a new partner, i.e. a merger.   

Other reactive reasons include negative feedback from your audiences, following any legal issues, or in response to a fiercely competitive marketplace.   

Proactive rebranding is acting in preparation. Maybe it’s part of a larger, forward-thinking commercial strategy, or maybe it’s to boost digital marketing and sales performance. Your business might be planning to rebrand to pursue a new vision, to modernise your image in line with your competitors, or if you’re restructuring your products or services.   

When to rebrand   

If you’re still unsure, we’ve collected some key indicators that it might be time for a change. 

Your audience has changed  

As much as you might try, you can’t always control who, or what, demographic ends up gravitating toward your brand. If your audience isn’t quite what you thought it would be when you started out, then rebranding will help you shift your appeal to the right market.   

Likewise, if you are wanting to make a proactive change in your target audience then giving your brand identity a refresh could help you achieve that.   

Your industry is rapidly evolving   

It’s not unusual for industries to change. The increased use of technology, user demands, and more, mean sector landscapes are changing more frequently than ever.  So, it’s no surprise when brands no longer match the market, especially for tech-orientated companies. In fact, it’s almost an inevitability.

Want to know more about how digital marketing is evolving? Read our B2B technology marketing’s 21st century breakthrough blog, here.

We’re not suggesting that you need a rebrand every time there is a shift in the market, but if you are way out of touch with current trends, or want a more agile brand image, then rebranding might be a good idea.  

Focusing on brand recognition here will be particularly beneficial to help you stand out from the competition.  

Identity issues  

Identity issues can manifest in various ways. Whether you’ve experienced rapid growth you couldn’t keep up with, the company voice has changed, or the staff are unsure what your brand’s identity actually is, an inconsistent brand can break a business.    

This can result in continuity issues, clashing messaging, or not having a distinct market position.   

These weaknesses have the potential to be resolved by a rebrand. Just ensure strong and clear planning is involved and that it isn’t to cover up an identity crisis, as opposed to solving discrepancies.     

Your values have changed  

Everyone changes. From a personal perspective, it’s likely that your views differ from what they were ten years ago. The same happens in business. Whether your business began fifteen years ago or five, if you as a business owner have changed your values, it might be time for your company to change too.   

Outgrowing your brand could result in resentment towards the business and a stale and inauthentic image. Rebrand to align with what resonates with you today and your potentially different target audience.   

A strategic change of direction  

Often during the process of a strategy change, it can become clear that your existing brand is no longer fit for purpose. If you’ve redefined your company objectives, values, target audience and more during other strategic changes, such as a digital marketing strategy, then this could prove to be the perfect time to continue the momentum with a rebrand.  

Be mindful of…  

Whether you’re part of a big corporation or a small business, rebranding is a big step to take and requires careful consideration. Always fuel a rebrand with research and a strong strategy. 

Here are a few other things to be mindful of before beginning the rebranding process: 

  • Prepare to commit If you want a successful rebrand, you’ll need to spend quality time on it. Keep in mind you may have to spend some money, too. It won’t be a quick process and it will require a lot of back and forth to get everything the way you want it. Nothing worth having ever came easy!  
  • Understand the risksThere are big risks that come with rebranding and, as a business owner, you need to familiarise yourself with these obstacles, if you haven’t already. Make sure it’s worth the risks and it’s a rebrand you need, as opposed to something less intensive like a new marketing strategy.  
  • Don’t neglect other prioritiesChanging your brand identity can take up a lot of time and energy. Make sure your rebrand doesn’t distract you from other marketing activity – unless this is your intention – because you don’t want people to forget about your business.  
  • How you communicate Communication is key in every aspect of life, and a rebrand is no exception. A pitfall for many businesses is failing to mention the rebrand to clients, staff and other people involved with the company. Make sure you are open about the rebrand and keep everyone updated and informed, when and where necessary.    
  • Leave no stone unturned Whether you’re doing a full or partial rebrand, make sure that you implement changes in all the relevant areas. This includes changing SEO, logos and brand name everywhere they appear, URLs, social media handles, and so on. If you’re changing your messaging, make sure wherever your brand appears, in any format, that it s consistent with this.   

Ready to rebrand?  

After reading this article, hopefully, you have more of an insight into the right time, and right way, to rebrand. Having a strong team behind you will always be an asset when taking on any company change.  

Keeping all of your team involved, brainstorming a variety of ideas, and using everyone’s skills effectively can help you execute a rebrand that is authentic, fresh and successful.    

If you want to discuss a rebrand, or need help with perfecting your marketing strategy, then get in touch with us today.