There are a couple of options when it comes to rebranding… tweaking your visuals or an all-in.
The lighter touch effort that will focus on small modifications to your logo, colour palette, font and tone of voice is often used when:
– You have brand drift. You’ve lost track of your brand controls and inconsistencies creep in. This can happen if you use multiple agencies or have disjointed marketing and communications functions.
– Your brand is dated. You’ve been around for a long time and whilst your propositions are evolving your visuals haven’t and they need a new lease life.
– You’ve extended your offering. If you increase and/or improve what you sell you might need to adapt your visuals to reflect that.
– Your customer demographic has changed and you need a refresh to better align with their values and needs.
The full monty – a completely new name and visual identity is used when:
– You’ve gone through a merger or acquisition. When two brands come together you need clarity. In an acquisition the acquired brand generally falls away, but mergers are a different game. If you have 2 well established and respected brands you need to harness all that brand equity. How you do that is the cause of marketing nightmares across the globe.
– Your brand has evolved. If your mission, vision and values no longer match your identity you need to build a new brand which matches what you stand for.
– You’re entering new markets. International language and translation or cultural differences are the most likely drivers for this, but appealing to a different customer profile is also a catalyst for change.