Rebrand, Rebrand, Rebrand - It's such a buzzword in just about any industry. It makes everybody shake in their boots because it means money money money. It's also so overused and most times is used as a band-aid for other issues in the company. But when done right and at the right time, rebranding your company can be a powerful thing.
So how do you know when it's time for a rebrand? Well, I happened to have some time on my hand this week so I laid out a low-key checklist for you to follow, I know, your welcome! If you hit any one of these ... or god forbid ... all of them, then you know it's time for a rebrand and should consult a designer immediately.
If your logo was made in Microsoft Paint
Every company has been there when they first start. You know your company the best and so you create a little DIY logo or let your sister's kid do it because he "really wants to be a designer" and you end up with something like below.
I hear Cazz's is the place to be and to you, it looks pretty good. But there is a lot wrong with it. For one, it's not a vector logo so it won't be able to get blown up on a billboard or poster. It doesn't have great color balance so your brand colors are already being limited. And worst of all the impression that your leaving with your clients or customers is, "I'm not that serious about what I am doing." That sort of message can be toxic to a company.
If you fall into this hole, don't worry. Designers were trained to get people like you out of that hole and into loving your company and showing your logo off!
If you have outgrown your current company brand
You are exactly like that girl with Ugg boots sipping her Starbucks coffee talking to her girlfriend about how she needs to "rebrand herself." People change, Values change, and Companies develop. And that's okay. It's actually a good thing. You might have started out small but now you have a small team and are killing it. Your audience is growing and you need to grow with it to stay relevant.
If the services you offer have changed
Maybe you started out as a plumber. Fast forward to today and now you do HVAC, commercial and residential cooling and heating. That's a lot and your little plumber cartoon logo isn't making the cut and it's not bringing in the right clients. A logo is the first impression that a customer has of your company. Let me say that again for the people in the back. A logo is the first impression that a customer has of your company. That means that before they even talk to you or a salesperson, they already have an impression of your company and the quality of work you do. If it's not a good one then they are already at your competitors doorstep. So let's make sure it's a good one and speaks to everything your company has to offer!
If you never set up a brand identity.
This one works closely with the first one. You created a little DIY logo and it might even look half decent. But you still don't have consistent and sharp imagery or colors and don't really know how to communicate to your audience. Let a designer create a brand identity for you and steer you in the right direction. A good brand identity shouldn't pigeonhole you into monotonous messaging. Let it guide you in the right direction and just have fun with it.
If competition is fierce
This one is a pretty simple one. If you have some close competitors that are looking and doing better it might be the way your doing business but it also might just be your brand! If your competitors look better then they are going to do better. Don't let your logo get in the way of your business.
Don't believe me? Here are two logos from competitors in the HVAC industry. you tell me which one you want to let into your home and rip the ceiling up to fix your AC on a hot summer day.