When Is the Right Time to Rebrand?

Rebranding is not only about changing your logo design; it’s about evolving the brand altogether, whether it’s in services, products, overall identity, etc. It’s how you tell people that you are changing so that you can grow further and maintain organisational success in the long term. The rebranding process entails changing the brand notion, identity and landscape. The strategic steps taken to evolve the overall brand identity are called rebranding. 

There can be several reasons behind rebranding, but most of it is because of an outdated brand, adding new services/products, a change in positioning, messaging or the brand name itself. Whatever the reason, you should first understand the importance of rebranding and the right time for your business to rebrand. In this blog, we will discover exactly this and understand why many businesses today undergo rebranding, how it affects them and how it improves their overall standing in the saturated market. So let’s dive right into it!

Top Reasons Why You Need to Rebrand

• Outdated Brand: The first instance of when you should rebrand is when your brand is outdated. If your brand is not able to cater to the changing requirements and expectations of the customers with your existing brand portfolio, it means your brand is outdated. Your brand should present a futuristic leadership and innovative approach when catering to diverse audiences. If these are missing from your branding, it’s time to rebrand. The current changes in the environment and time should be reflected in your brand because, without it, it is a clear signal that your brand is outdated. For example, brands working with old technologies, tools and outdated business models should consider rebranding to accommodate new technological changes in their business. 
• Product or Service Diversification: If you are diversifying your brand portfolio and do not want to be recognised with one particular product segment, you should consider rebranding your business. It could be a time for a change if you are having trouble integrating new products and services into your brand portfolio. For example, suppose you are an e-commerce brand that sells clothes online for women through a website. However, now you want to integrate a new line of products like cosmetics, footwear, skin care, etc. To show a significant change happening in your brand and encourage your audience to try the new product launches, you should consider rebranding. With a bold rebranding initiative, you can appeal to your existing customers and acquire new ones who would be interested in the additional products and services in your brand portfolio. 
• Change in Brand Positioning: Another instance when you should consider rebranding is when you are changing the brand positioning. Rebrand when you are not able to acquire new customers and potential markets. It will be possible by changing your positioning strategy. In this, you can revamp your brand messages to reach a different target audience or a new set of customers. You should leave the old face of your brand behind and implement changes in a way that showcases a fresh face of the brand. With more targeted messaging and a distinct brand look, you can change the viewers’ perception of your brand. You can seek help from logo designing companies and branding firms in India, like VerveBranding, which can assist you in creating a tailored rebranding strategy, which will take your core values forward in the new brand image. 

Final Thoughts

Apart from when you should consider rebranding, you should also consider the factors which are not strong enough reasons to take your brand through the process of rebranding. Just because your competitors are bringing a change in their brand by shifting their positioning strategy, changing brand name, etc, it doesn’t mean you need to too. 

Rebranding is more strategic rather than reactionary. Hence, you should focus on keeping a brand appeal and attracting an audience at a consistent pace instead of chasing your competitors and following their footsteps even when you don’t need to. You shouldn’t think of rebranding just because you are bored with the current brand image. To consider rebranding, you need a strong strategic plan, where VerveBranding, a prominent logo design company in India, can help you curate one to reach a wider audience and showcase a new brand image in front of the world.