There comes a point in nearly every business’ lifespan where rebranding becomes a necessity. Whether that change comes in an attempt to gain more customers, influence investors, stay ahead of the competition, or a combination of all three, a company will ultimately face the day when their current brand no longer reflects those needs. A company rarely maintains the exact same identity over time, and rebranding is a strategy that allows that company to communicate to the market how their brand has evolved. It can include modifications to the name, logo, design, and various other features that encourage others to see that company in a new light. When done effectively, rebranding can rejuvenate your company and make it stronger than ever. Sometimes, however, rebranding can be detrimental to your company’s image, which is why it’s essential to figure out the right way to rebrand.
DBD International provides a list of nineteen insightful questions that every company should consider during rebranding. Some of these items revolve around the company itself, such as:
- Is our brand associated with something that is no longer meaningful?
- What do we want to convey? To whom?
While some items deal with questions involving the customer base:
- Has our customer profile changed?
- Is our brand out of step with the current needs and desires of our customers?
And some deal with the grand scheme of the rebrand:
- Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)?
- Will this solution work in 5, 10 and 15 years from now based on what we can anticipate?
These are all significant questions that every company should ask themselves before beginning the rebranding process. Visit the article for the complete list of rebrand questions.