Does your business need a rebrand? Here’s 6 ways to tell

Rebranding is a critical aspect for any business. A strong brand can help attract and retain customers, built trust and establish a distinct identity. But as businesses evolve, it’s not uncommon for their branding to become outdated or ineffective, writes small business marketing expert, Katrina McCarter.

Is it time to rebrand your business?

According to Design Squid, most businesses rebrand every seven to ten years, while Forbes says changing a logo style, restructuring a website or switching out brand colours is a “natural part of the life cycle of any company”.

Still, it’s not an easy choice to make. It’s like going to the same hairdresser for years and asking for the same cut and colour – because it suits you; you feel you’ve found your style. Appearing as someone new involves vulnerability, breaking patterns and exposing new tastes to a critical world.

So, picking the right time to rebrand can be tough. I’ve just lived through it, and it felt like I’ve had longer pregnancies. Thinking about it started in 2021. In 2022, I actively planned the rebrand, choosing a new logo and vibe, having copy rewritten and, most importantly, deciding on a new direction for my businesses in 2023 and beyond.

The end result? I combined all my businesses, sites and social media platforms into one eponymous umbrella brand that felt like it really gels with the personal changes I’ve experienced in the last two years. Death, divorce and mental health issues of a child all made their mark and changed the way I viewed not just the world, but my business. I found out nothing is permanent and we need to do what we want and need to right now. No more putting off stuff.

Even my new colour palette reflects where I’m at as both a woman and solopreneur. I chose green for fresh beginnings and growth. White for simplicity. Lilac for ambition and power. My image is more contemporary – I’ve ditched 1950s housewife frocks for sleek tailoring that makes me feel I can do anything.

6 signs your biz needs a rebrand

That’s me. How do you know if you also need a business rebrand? Here’s six signs to watch out for:

1. Your target audience has changed as your business evolves

If your current branding no longer resonates with your ideal customers, maybe it’s time to consider a rebrand. This could involve a new visual identity, messaging or even a new name to better reflect the interests and needs of your target audience.

2. Your business has expanded or pivoted

If your business’ focus has changed to a different product or service or expanded into new markets, your current branding might be out of kilter with what you offer. A rebrand means your branding aligns with your current offerings and goals.

3. Your branding is outdated or no longer relevant

Consumer preferences and trends change, so it’s important your branding stays up-to-date. If it looks outdated or doesn’t appeal to the audience you’re chasing, it could be time to overhaul your brand personality. Customers judge a book by its cover, so you’re less likely to appeal if they feel your designs are outdated.

4. Your brand has negative associations

If your business has faced negative publicity or had its reputation damaged by experiences, a rebrand could help distance yourself from that. This could involve a complete overhaul of your branding, or a targeted effort to shift brand perception.

5. You want to differentiate from competitors

In an increasingly crowded market it can be tough to stand out from your competitors. A rebrand can help establish a unique identity that sets you apart. Again, look to a new visual identity, messaging, or brand ethos and personality that reflects why you’re different from anyone else.

6. Your target audience is too broad

As Forbes says, “Being too inclusive sets you up to fail”. If your ideal customer doesn’t know what you offer or why they need your business in their life – possibly because your demographics aren’t specific enough – you could lose them. If you need to realign with a new demographic, overhauling your brand is a positive step. Remember, demographics change constantly so revisit your messaging regularly.

If you’ve noticed any of these signs in your own business, a rebrand could better align you with your current offerings and goals. The key is to approach rebranding thoughtfully and strategically, so it supports your business objectives and lands with your target audience.

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