6 Signs It’s Time to Say Goodbye to Your Brand from The 90s
Branding can be a little overwhelming at times. Understanding that branding is your entire customer experience – logo, font, website, social media, the way you interact with customers – isn’t always easy and that’s why so many companies, big and small, neglect their branding or fail to re-brand when necessary.
It’s easier than ever to become obsolete and poor or outdated branding is costing you money. Fact. So don’t hurt your future prosperity by clinging to old, comfortable branding.
Here are six signs it’s time to re-brand that you can’t afford to ignore:
Simply wanting to keep up to date is one of the biggest motivations for a re-brand. Even well-known brands like Coca-Cola, Pepsi, Apple, Nike and Volkswagen have changed to appeal to modern standards.
If your logo was designed in paint or you’re still using crappy fonts from the 90s then it’s likely the only visitors to your social pages are looking for a good laugh. No-one wants to be the guy everyone laughs at for being 20 years behind the times.
New direction is the primary reason for re-branding and as well as symbolising your evolution it can re-energise your brand internally and externally.
Whenever your business changes significantly you should consider a re-brand to ensure your brand is successful. Imagine how confusing you’d look to post-millennials if you run an online store selling DVDs and Blu-Rays but your company is called “Beta-Max’s Cheap Vidz” — that’s after they’ve Googled Betamax and stopped giggling. Your name might have been cool 30 years ago but puns and ‘wordz’ spelled with zeds aren’t consistent with your modern services.
Businesses offer consider a re-brand when expanding to new territories. There’s so much to consider with global consolidation of your brand. There can be clashes with existing companies in new markets and regional names can have adverse effects.
Imagine this: You’re Sydney’s biggest carpet company with stores all over NSW and are going nationwide. You expand to Melbourne but find you’re not cutting into the market share of a local carpet store you know sell inferior products at similar prices. So you stand in the window of “Sydney’s Superior Carpets & Flooring” watching the locals walk past and lip read them saying “superior my arse, Melbourne Carpets FTW!” The same can be said if you try to expand overseas.
Developing a new brand identity sends a message that your company is geared for geographical expansion and diversifying of cultures.
When the next logical step for your business is to broaden your appeal a re-brand is often a good way to break into new markets without alienating your base audience. Your audience can be assured that the re-brand is a result of their loyalty to your product or service as you seek to leverage your market position to benefit a wider audience.
5. Mergers and acquisitions
Mergers and acquisitions require brand consolidation. There is no getting around that. You can’t just absorb companies with a positive brand image as though they never existed you can disengage with a lot of customers whereas a re-brand can help to reflect the new dynamic, retaining loyal customers, and can also be an effective marketing and PR strategy.
It’s essential to understand how acquired brands fit into the overall brand architecture and alignment of the parent company. If this isn’t thought through then both brands can suffer and that’s why a re-brand can be useful.
6. Website woes
Sometimes your website could just do with a little TLC. Sometimes it needs completely gutting and then you might as well go the whole hog and re-brand. Your company’s branding isn’t just about your website though. Your message needs to be consistent across all of your collateral. Your fancy new website isn’t going to like being embarrassed by a business card or marketing email that looks like WordArt was sick on it.
A professional re-brand, performed by experts in brand strategy is a good idea and a solid investment with measurable benefits that are likely to return your investment multiple times over. You’ve probably realised it already but you need a re-brand. It’s time.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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