Can Rebranding Save Your Image?

Rebranding your business can be a huge and daunting ordeal. However, this isn’t always the case. Maybe your logo just looks outdated or your website needs a fresh and modern redesign. If that’s the case, rebranding can actually be quite fun and exciting.

Still, rebranding can be a risky venture that should not be approached lightly. Rebranding can help save your image if it is done correctly. But, like any elements of a business venture, there are various pitfalls that you’ll want to keep an eye out for.

First and foremost, make sure rebranding is necessary. Is your logo easy to understand? Is your mission statement spot on? Are you starting to offer more services and/or good and need to beef up your appearance online? Do you still have an “eighties” look to your product (and not in that cool retro way) while others are cutting edge and modern?  If so, rebranding is for you.

On the other hand, if you are simply tired of the same logo staring you in the face whenever you go to work…that’s probably not the best reason. After all…your logo is how people associate your business with their needs. Swapping a logo for no reason other than boredom can cause troubles in the long run.  You could lose money your client base, and any semblance of organization.

If you are set on rebranding, you can’ make such a change overnight and without warning. You’ll need to publicize it and let your client base and audience know that it is coming.  This is actually a great time to experiment with different marketing tactics—maybe your rebranded image can find something new to work with during this time of transition.

There are a few things to consider before making that final push to rebrand. Consider the harsh fact that the rebranding process is expensive and time consuming. You’ll need to apply any changes to every bit of marketing you have out there: websites, brochures, billboards, business cards, ads, signage and so on. Anything that holds traces of your old business appearance will need to be updated.

Sure, rebranding can absolutely save your business’ image and maybe it will even result in a rapidly growing client base and unheard of success. But also understand that there are no guarantees of success when you  rebrand. Like any facet of the business world, results will vary from business to business.

If you have made the decision to rebrand, you must approach the process with a solid course of action in mind and a plan to stick to. You also want to make sure that this new image will hold for many years to come.

Read more from Ronn Torossian:

Ronn Torossian on Forbes
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Ronn Torossian on LinkedIn
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian on Business Insider