How to Know When It’s Time to Rebrand

How to Know When It’s Time to Rebrand

How to Know When It’s Time to Rebrand

At the start of business, we often settle for “well enough” in order to get the job done. However, we eventually arrive at a place where our businesses need potent, reflective, and quality branding in order to truly grow.

March 10, 2023

Words by Marbury Team

Photo by Nicole Mason

When we’re in the launch phase of our business, every investment feels like a stretch. We don’t have a lot of time or capital to spend on thorough branding, therefore, we settle for “well enough” in order to get the job done. However, there comes a point where well enough no longer feels resonant. We eventually arrive at a place where our business needs potent, reflective, and quality branding in order to articulate our mission and establish ourselves in our market. 

For those of us who emphasized branding from the start, with proper foundations and brand aesthetics in place, a shift may still show up despite all that work beforehand.

Whichever category your brand falls into, you may be wondering if it’s time for a fresh start.

We eventually arrive at a place where our business needs potent, reflective, and quality branding in order to articulate our mission and establish ourselves in our market.

What can a rebrand do for your business?

As most modern business owners know, a brand differentiates you from your competition. Not only does it use the right aesthetics to speak to your target audience, it helps identify the foundation of your entire business. When those foundations change or your business is not performing as you were hoping, a rebrand can help you gain more traction with:

  • A clearer “why”
  • Stronger presentation of your product/service
  • A better understanding of your audience

Unfortunately, many business owners can misinterpret a rebrand as a cure-all for low sales, poor audience engagement, and/or a lack of investors. But in reality, a rebrand is only one part of a business’s success. That’s why it’s important to know when you should plan for rebranding—and when you should not.

Your business will change; that is inevitable. As it does, you may notice shifts in your branding or positioning that do not feel as true to the business as they once did. If that’s the case for you, it may be time for a rebrand.

Here are some signs that you may be ready for a rebrand:

  • Your business name has changed
  • You’ve started serving in a different area or to a different audience
  • The pillars of your brand have shifted

The pillars of your brand are the foundation and these pillars can shift pretty dramatically in the first few years of operation. If any of the following “foundational elements” change within your business, it can signal time for a rebrand.

Brand Purpose

Maybe your brand’s purpose (your “why”) has changed altogether. You’re no longer looking to offer X but instead sell Y, or maybe you’ve realized that there is a different driving force behind what you do.

Brand Positioning

The audience you’re speaking to (or deliberately pursuing) has changed. You may also notice that your product/service differs drastically from the competition, and it’s time to highlight that more.

Brand Promise

The values you’re guaranteeing to your audience have shifted or are not being reflected properly.

Brand Personality

Your tone of voice and the way you want to engage with your audience has changed.

Brand Expression

These are the aesthetics that most people associate with branding (i.e. logo, typography, color palette, etc.), which you may feel no longer express any of the above properly.

In our experience with businesses seeking a rebrand, if there is a major shift in at least 2 of the 5 brand pillars, a rebrand is usually necessary. If you’re interested in realigning your brand identity, we invite you to inquire with us here to learn how Marbury’s services can support you in this shift. Or, click here to explore our agency capabilities!

Download our free Brand Discovery Guide, designed to help you unearth your brand’s values and build a strong foundation for your vision to thrive.

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