Rebranding might be the catalyst your business needs to move forward now. No matter the level of success, every business owner eventually faces the need for a rebrand. When we talk about rebranding, we’re not referring to changing of logos, fonts, and colors. Those are just mere aesthetics used to identify or recognize the brand.
What is Rebranding?
Rebranding is the process of changing the image and message of your business to improve the business. It influences how your brand is perceived in the minds of your target audience.
Take Instagram for example. Since its inception in 2010, we have watched it transform from a simple app solely for sharing photos to a big platform for sharing all sorts of content, from videos to stories to reels.
In this same light, as a business owner, you should recognize the importance of staying responsive to the needs of your target audience. Let’s take a look at some of the signs to show that you should rebrand your business.
- Your brand is inconsistent
When your branding is inconsistent across all your social media platforms, websites, marketing channels, and packaging, it can confuse your customers.
Business owners need to understand that consistency is essential when building a meaningful brand that should make an impact.
Your brand message and tone are required to be the same everywhere. If your customers are getting a different message on your website as opposed to your message on either social media or your marketing channels, it shows that you need to be more organized.
Once you realize that your business is not consistent, you need to consider rebranding. This will make sure that the brand message, voice, visuals, etc are all streamlined across various touch points.
- Your target audience isn’t properly defined
“Our target audience is everyone who wishes to buy our products.” Having an undefined market is a successful way to fail as a business.
Your target audience is the center of everything you do as a brand. From your brand message to your marketing strategies, your target audience influences your business. When your target audience is confused about why they need your products/services or what your business offers, it sets your business up for failure.
You need to narrow down and clearly define your target audience. When your business is too inclusive, it confuses your target audience.
If after niching down, there’s a need to shift your focus to a completely new audience then you need to rebrand your business. You also need to make sure that this new message reflects on all your brand’s touch points.
- You’ve outgrown your Initial mission
The joy of every business owner is seeing their business grow and evolve and as this happens, their values, missions, and even target audience begin to shift as well.
It could be that you have gone up the food chain of your ideal clients, entered new markets, or possibly discovered a new product/service that wasn’t in your original plan but complements your current plan.
Your business needs to reflect these new changes to strengthen your brand message. When you rebrand, it allows you to align your identity with the updated mission and values.
- Your customers are not feeling connected to your brand.
Customers are the lifeblood of any business. Whatever you do as a business owner, you should understand that your products and services should resonate with your ideal customers. From the marketing to the actual use of your product or service, your customers are supposed to feel connected to your brand.
Branding is more about building quality connections with your customers. Ensure you understand what your customers need, their preferences, and most importantly, their pain points. Go ahead to use your branding to convey this message.
When you discover that your present branding is failing to create a connection with your customers, you need to rebrand. Rebranding here might mean, changing your brand tone or message.
- When you’re losing relevance
If your products or services no longer resonate with your target audience the way they once had, you’ll slowly begin to lose relevance in your industry and this will give your competitors an upper hand. Your customers or target audience have changing needs and you need to make sure that your brand is always making sure to meet them.
Rather than just clinging to your existing identity, you can rebuild the trust by rebranding your business to fit into what your ideal customers want.
- Your brand image is wrongly perceived.
Anyone can have a wrong perception of your brand and what it offers but when your target audience is the ones having a negative or incorrect perception of your brand, you should consider rebranding.
Maintaining a good brand image is very important for you to beat your competitors and dominate your niche. Just one bad business decision that doesn’t align with your brand’s values or mission can change your customer’s idea about your brand.
You should get a very clear picture of the cause of the wrong perception, try to rebrand your business, and make changes where necessary.
Be mindful of your business moving forward
We’ve shown you six signs to show that your business needs to rebrand. One important thing to note is that whatever is making your business rebrand, make sure there’s a clear purpose behind it.
Branding is a long-term investment in your brand and you should do it correctly.
If you’ve noticed some of these signs in your business and you’re not sure how to commence rebranding, let’s discuss how Clarylife Global can help you rebrand your business and help you make the right decision. We build brands with lasting impact.