When is the right time to rebrand?
You launched on a shoestring. At the outset, a logo and a brand colour was all you needed.
But at some point, you know you’ll need a more professional approach to your branding.
Let’s look at why, and when, it’s time to get a branding agency like us on board.
What is rebranding?
A rebrand is a complete rethink of how your business displays itself to the world. It might involve a refresh or a complete overhaul of the logo and visual identity, but a true rebrand goes deeper, establishing the values and direction of the business, a tone of voice that represents you, and the guidelines that keep your marketing and content consistent.
Why is it important?
As you add personnel, it’s important for them to understand the values of your business, so everyone is heading in the same direction. As you start to outsource tasks like copywriting and design, it’s useful for your partners to know your personality, so they can reproduce the right tone of voice. And for suppliers, investors and customers, it’s vital for them to get a consistent impression of who you are, to establish trust.
Consistency is the key - the more reliable you seem, the more trustworthy you are. And to achieve that, it’s useful to set out guard rails that dictate how your brand behaves wherever your audience encounters it.
What does a rebrand include?
A complete brand identity starts with the basics. Outlining the purpose of your business, and the vision of the company. From there we can establish a set of guiding principles or values that represent the brand, which underpin everything you do and say. And a brand promise, which is how your purpose translates into a benefit for your customers.
Next, it’s useful to create a brand persona that represents your business in a relatable and human way. Having a human character in mind helps keep your communications honest and believable, and makes it easier to form a voice for the brand.
A set of guidelines on the tone of voice of the brand establish how you speak, so you sound the same in every medium.
And finally, the visual world of your brand. From different versions of your logo for different media, to the choices of typeface, colour and imagery that best represent your identity.
Choosing the right moment
There are obvious moments when you’ll know it’s time to rebrand: if the direction of the company has changed and you need a brand that reflects what you really do, or if a competitor has a similar aesthetic and you’re competing too directly.
But there are also moments when it’s just smart to think about upgrading your brand.
If you are preparing for a major funding round: a carefully thought-through identity makes your outfit look grown-up and professional, ready for the growth that funding can give it.
When your people grow: as you move beyond about 5 employees, the ethos of the startup starts to get muddy. It’s easier to create a great culture behind a solid brand identity: when people can explain to their family and friends what your organisation is about, and everybody understands the vision, it’s easier to attract and retain a crew that’s a good fit for your business.
When your business is scaling: if your current branding is restrictive, tying you to a local geography or a single product, a rebrand can free you up and provide the flexibility you need to explore new waters.
If it sounds like your business has outgrown its brand, get in touch. We can have a no-obligation conversation about where you are, and how we can fit you out for the longer voyage ahead.
