Rebranding shouldn’t be a decision that is taken lightly and a lot of thought and discussion needs to go into it. If you are constantly changing your company’s look then you face the prospect of never gaining brand recognition and it can prove costly and also confusing for your customers. Therefore, having a strong identity to start with and making a few minor tweaks, to keep it current, is ultimately the best route to go down.

One big company that learned about this the hard way was high street retailer Gap who launched an expensive new logo, back in 2010, only to scrap it a few days later following a backlash on social media. At the time Marka Hansen, president of the Gap brand in North America, wrote:

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognise that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.”

(Below left, their original logo and right, what it looked like after their rebrand)

This just highlights how crucial it is to make sure your rebranding is done at the correct time and for the correct reasons. If you find yourself in the position where you have a very tired and outdated brand then in order for you to gain respect and to entice new customers, a complete overhaul may be your only option. To help you decide if your brand really does need a facelift, we’ve put together some key points for you to consider.

1. Is your message/ethos getting through to people
People need to be sure from the get-go exactly what your company is selling or the service you are providing. They need to be drawn to your company and feel an instant connection. If there is repeated confusion, then you need to look at how you are portraying yourself and what improvements you can make so that your message is loud and clear. Perhaps it could be something as simple as adding a tagline or developing your logo further. Just like the logo we created for housing company Cocoon Project – the message is simple yet clear.

2.You’re failing to stand out from the competition
All too often companies find themselves drowning in a saturated marketplace with many likeminded organisations competing against one another to get noticed. You may have started your business many years back and opted for quite safe and generic branding. However, now that you have established yourself and realise what your unique selling points are, it could be time for you to look at capitalising on what makes your company different and ensuring that your branding reflects this.

3.Your company is going in a different direction
Perhaps you started off offering one service but over time your business has evolved and you now have more to offer. Or alternatively it could have gone in the opposite direction, where you started off bigger but have now settled on a niche product or service. You may now have sub-divisions and so you are keen on everything having a coherent look.

4.You need to disassociate your brand from some bad press
Nowadays, thanks to social media, bad reviews and past mistakes can spread like wildfire, and have a devastating effect on your company. Rebranding is often the simplest and most effective way to rid yourself of these negative connotations and to start afresh.

5.You want to connect with a different target audience
Just as audiences grow older, brands either have to change with them, or change to target the “new” younger clientele. You have to decide what direction you want to go in and what works best for your company.

As stated at the beginning, giving your brand a facelift needs to be done at the right time and for the right reasons. If done correctly, it can breathe a whole new lease of life into your company and open the doors to a new customer base.