Five Reasons to Consider Rebranding


If you believe you have an issue with more than one of the following, then you should consider rebranding.  Typically, companies that need rebranding will have questions in multiple areas.

  • Market Perspective: has the marketplace shifted due to competition, new product entry, sales or distribution and your brand has lost some relevance or traction as a result?
  • Customer Shift: has the category shifted and your targeting/brand messaging has not?

As new customers enter the category, is your brand speaking to them?

  • New Offering: has your product or service changed?  new extension or new offering? how does it fit with your existing or past brand communications?  how does your core target relate?
  • Status Quo: the marketplace is rapidly changing, especially due to digital media. Is your brand up to date and built for the digital media age? This is a major issue for many established brands.
  • Shift in sales strategies: targeting new markets, change in pricing strategy, packaging or partnering are all potential ways to cause brand relevancy to drift.  Alignment of brand to current sales is critical.

We recommend a strategic exploration to define the issues and brand relevance before you embark on any marketing execution.  Often, companies make a go/no go decision and bypass the step of investing a little money and time in defining the strategy.  Taking this relatively short and inexpensive step may save lots of wasted budget down the road.



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