Maybe It’s Time to Rebrand
5 Ways to Know if it’s Time to Invest in a Rebrand
Getting professional help of any kind is an investment, so don’t take the struggles of your brand lightly. It may be that you just need to refocus and double down on the brand you’ve created. Retrain a few people, rework some solid strategies already in place.
Or maybe you’re past that, maybe you passed that 5 years ago and now your brand is really struggling. That’s when a rebrand might be necessary. Let’s take a look at the warning signs that mean your company needs professional guidance.
1. Outdated Reach
Are your marketing touch-points in line with today’s market? Chances are your audience has migrated online, have you? By 2017, your brand should be up-to-date and accessible through the web, social media, and various mobile devices. If your company is still struggling to reach its target audience after years in business, a rebrand would help.
2. Past Tense
If your business has been around a long time, it might be hard to shake failures AND successes of the past. If your parents founded an appliance sales repair company, they may have run that business successfully for decades. But now you’ve taken over and things are slow. Why? Are people still thinking your merchandise is stuck in the 1980s? Have you shown that you can change with the times?
3. Copy and Paste PR Plan
Habits change. New channels of communication open. You have to be flexible enough to be where your audience is – and realize that it changes, often. If you aren’t seeing a sizable ROI from your marketing plan, it’s time to shake things up.
4. Your Brand Identity Hasn’t Aged Well
Did you know Nintendo was founded in 1889? They started with manufacturing playing cards, but you’d never know it now. Their newest gaming console, the Nintendo Switch, is getting rave reviews. Their brand is almost synonymous with gaming in general. Their identity has changed with the times. No doubt they’ve gone through numerous rebrands over the past century; they are not afraid to age gracefully.
If your brand is still using a logo that is optimized for faxes and not social media, or if you guys are still working that same sign out front that’s been there since 1992, it’s time to consider major changes.
5. Your Brand Shouts
Is your brand having a conversation online or just shouting into the social media abyss? It’s an important distinction, one that some older brands aren’t quite getting. Social media is an incredible tool for your brand, if you know how to use it.
Look, it’s not easy to come to terms with the fact that your brand may need a little help. It’s time-consuming and a bit pricey. But in this case, the alternatives of brand death outweigh the costs of a professional rebrand.
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