If you’re entering new international areas where people won’t recognize your current logo, messaging, etc., you might need to update your brand. Because brands are created to connect businesses with their consumers, if you reposition your company to focus on a completely different customer profile through a change in product, location, pricing, or promotion, your brand will need to change along with it.
Every choice you make, especially those involving your brand, should be guided by your company’s mission, vision, and values. However, rebranding should not be done in order to achieve any of the following.
To end the boredom
Too frequently, people who are tired of seeing the same logo and phrase every day consider a redesign.
Remember that your clients (who see your brand far less frequently) might like that defining hue you’ve grown to detest when you start to feel restless with it.
For crisis management
No matter if you’re trying to escape bad press or combat persistent internal issues, a rebrand is not the answer. Most of your clients and employees are savvy enough to see right through your branding and identify it as a cover-up. Do not use rebranding to cover up a crisis.
To create attention
Jumping into rebranding is the incorrect option, regardless of whether sales have been struggling or marketing efforts to increase brand awareness aren’t working.
If you don’t have the sales and marketing plan to keep the buzz going, you’ll at most create some temporary buzz.
In the worst case scenario, your brand recognition will be lost, and your marketing and sales initiatives would be hindered.