Rebranding is when you take your business and reshape it with a new face and a new identity, even though you are selling the same products. Small businesses don’t often think of branding when they set up for the first time. Later on into their business’s progression they realize they have a misshapen brand identity that isn’t working for them. Equally, small businesses might create a brand that they love, but that doesn’t work for the target audience of their business. We are here to help you answer the question, “should your small business rebrand”?
Why Are You Considering Rebranding?
Ask yourself why you searched this question.
- Are you bored of your current brand?
- Did customers say they didn’t like your brand?
- Did you just realize that you don’t have a proper brand?
- Do you have more money now to invest in a stronger rebrand?
- Have you changed your target audience/product range?
- Do you want to say something with your rebrand?
- Do you feel like your business could be making more sales with a total rebrand.
Consider your reasoning and then research that. It will help you get a more accurate picture of what you should do.
When Not To Rebrand.
If you are tired of your current brand – but have a lot of customers and followers who are interacting with your posts. You probably shouldn’t rebrand. Doing a total rebrand could erase your business from those customers thoughts.
Think about if you follow a small business online and love what they do. Their profile image is their logo, with the same colors and picture you know and love. Imagine they rebranded and took that away, it could put you off shopping with them again.
Unless of course, you need to rebrand for more reasons than this, in which case there are things you can do. We will look at this later in the article.
When To Rebrand.
If you have a long period of no new followers, minimal sales or negative press it might be time to rebrand.
Equally, if you want to show your business in a new light, perhaps you have branched out into more products, or you’ve decided to source only ethically made items for sale.
Consider your customers and friends that have seen your branding. If there is a resounding dislike or question that crops up then think about rebranding then too.
If You Have To Rebrand.
When rebranding the main advice is to work the rebrand into your marketing plan.
Make your rebrand an advertisement for your business and involve your customers in the rebrand. Let them know that you intend on rebranding and ask them for their input. Set a date for the unveiling and make it into one giant party with competitions, giveaways and lead magnets galore.
Have customers create logos using a free logo creator online and run a competition for which one you will use for your business. Or create several yourself and hold a poll allowing your target audience to choose. Click here for access to LogoCreator.io.
Run an entire ad campaign on your social media accounts about your rebrand, using both your old and new logo in the same ad. This will get people looking at your business and feeling like there is something going on that they can get involved in. It gives your business the perfect excuse to bombard everyone within your target audience with your logo and your brand as they will feel they are getting something from it.
Keep in mind that rebranding is not always the answer. Other options should always be considered thoroughly before going for the total rebrand option. Rebranding can kill or rebirth a business and it can be difficult to know if it will work for you.