When Should You Rebrand?
We all know the feeling; we get antsy for change, whether that's wanting to change your surroundings or your clothes. We can get that feeling about our brands, too - so how do you tell if your desire for a rebrand is just a whim or a real need for change?
Does Your Brand Match Your Target Audience?
Your brand's #1 job is to attract the right kind of clients to your business. If you're attracting clients who are a wrong fit, or aren't attracting many clients at all, it could be that your brand isn't effective, and you need a rebrand in order to bring in clients with money.
Does Your Brand Match Your Mood?
Maybe your brand does bring in the right people, but it gives them the wrong idea about you. Maybe your brand is hyper-professional and classy, but you're more personal and comforting. If that's the case, you need to rebrand and build a brand that better represents what it's like to work with you.
Is Your Brand Dated?
We all get sucked in by trends now and then, but if you built your brand on a trend a few years back, it makes your business look outdated and out of touch. If someone can tell exactly when your business was founded, then you need to rebrand and design something that will stand the test of time.
Does Your Brand Reflect the Level of Professionalism of Your Business?
There's no denying it; people judge by appearances. The fastest thing people judge in a brand is its professionalism. Does your brand reflect the level of quality of your paid services or products? If not, it's causing your audience to misjudge your value, and it's time to rebrand.
Does Your Brand Reflect your price points?
If you want to start charging more for your services, you may need to rebrand. Branding plays a big part in the perceived value of a product. Just think of the difference between Ozarka bottled water and Fiji bottled water. I'm still not sure if Fiji bottled water tastes better or if I'm being tricked by the cute bottle.
Do You Like Your Brand?
I've talked about some very practical indicators that mean you need to rebrand - but how you feel about your brand does matter. If you dislike or are ashamed of your brand, you're going to feel resistance to sharing your business, which will take a toll on your marketing. A brand is no good to you if no one sees it!
That said, if you've simply gotten bored of your brand, and it's still functioning based on the other factors - give it time. It's probably just a desire for something new - try going shopping, hiking, or dying your hair instead.
Do You Have the Budget to Hire a Professional?
If you want a brand that will stand the test of time and be an effective middleman between you and your clients, hire a professional. Paying a cheaper, inexperienced designer may save you money now, but what it will cost you is potential.
In design, like most things, you get what you pay for. If you don't have the budget to hire a professional, it may not be the right time to rebrand. There's a lot of free resources and marketing materials to start your business that you can use to get your first clients, and start saving for a professionally designed brand - an investment that will return your investment for years to come.