Signs Your Business Needs a Rebrand: 5 considerations that it’s time to change your Brand Identity

Jan 26

The question I’m most frequently asked (besides “how do you make a good feed?!”) is “how do I know it’s time to rebrand?”

And although I don’t believe in time-stamping rebrands, as in every x years,’ there are a handful of pretty important indicators that the time is right for you to assess whether or not your business needs a rebrand.

In the ever-evolving game of business and entrepreneurship, staying relevant and resonating with your target audience and dreamy client is crucial for long-term, sustainable success. And although your success measures may look different than mine, we know at least one success-metric is commonplace: keep doing business!

One of the most effective ways to ensure your brand remains impactful for the long-haul is through periodic reevaluation of your business, and, when necessary, a strategic rebrand. In this blog post, I’ll share 5 key indicators that it's time for your business to embark on a rebranding journey.

And it sounds scary, but hang in there with me. At the end of this post, I’m linking to a few totally free resources that can help you do just this: explore and activate your potential rebrand.

Read on for Signs Your Business Needs a Rebrand: 5 considerations that it’s time to change your Brand Identity:

1. Shift in Business Focus or Services:

Here’s a hot take: Your business is like a living organism—constantly adapting and evolving. If you haven’t realized this yet, the time has come. Start treating your brand like it’s own living, breathing, respect and care-deserving being.

As the market changes, so should your brand. With any shift in business operations or an evolved focus on services, it might be time to ensure you’re still accurately representing your business with your brand identity. Let's say you started as a cozy cafe offering down-home beverages and basic amenities, like free black coffee refills and short-term internet access with purchase, but over time, you've become a hub for remote workers with a focus on artisanal coffee and exceptional workspace amenities. A rebrand in this scenario could involve updating your logo and colors to incorporate an elevated, modern vibe that aligns with your exceptional workspace design and refreshing your messaging to highlight your commitment to providing a unique working environment. This ensures that your brand evolves alongside your business, presenting a cohesive and compelling identity to your audience.

And a nice little rebrand bonus: a well-timed rebrand can generate buzz and interest, signaling to your existing customers that you're not just adapting to change but leading it. Positioning yourself as an expert in your evolving niche through a refreshed brand can attract new customers who align with your refined offerings, ultimately driving growth and loyalty.

2. Changes in Target Demographics:

Picture this: You started as a trendy clothing brand catering to Gen Z, but you've noticed a surge in interest from an older demographic who appreciates your commitment to sustainable fashion. This shift in target demographics calls for a rebrand that speaks to the values and preferences of this new audience you didn’t initially intend to capture. Adjusting your visuals to showcase timeless and sustainable fashion elements, along with tweaking your messaging to emphasize quality and ethical practices will help bridge the gap and foster a connection with your expanded customer base. Positioning yourself as a reliable source for sustainable fashion for all ages allows your brand to stay relevant and appealing across a broader spectrum.

A rebrand provides an opportunity to engage with your audience through social media and other channels, showcasing the thought and expertise behind your strategic decisions. Sharing the story of your brand evolution can create a sense of transparency and authenticity, reinforcing your position as a brand that values its customers and listens to their changing needs. And can I be basic for a moment? People are nosey; consumers love to know what happens behind the scenes. Leverage this natural curiosity to your benefit. Share openly and vulnerably about your rebrand and new demographic exploration; it’s not only a great way to captivate your audience, but also an opportunity to showcase your brand to a totally new audience and invite them to fall in love with you, too.

3. Competitive Landscape Evolution:

I live in a world where there is room for us all. But that doesn’t mean we can be naive to what’s happening in the marketplace. Business and technology evolves quickly; if your competitors are undergoing successful rebrands or new players are gaining attention with fresh and modern identities, it's time for you to step up. Position yourself as the industry leader by proactively reassessing your brand and making adjustments to stay ahead of the curve. Take the opportunity to differentiate your brand, showcasing unique aspects that set you apart in the market.

And of course, communicating your rebrand strategically can position your business as an innovator and trendsetter. Engage with your audience through teasers, behind-the-scenes content, and exclusive sneak peeks to build anticipation. This not only generates excitement but also positions your brand as an authority, driving interest and ensuring your customers remain loyal amidst the evolving competitive landscape.

Peeking on the competitors feels especially critical for product based businesses, where your goods are on display for consumers to choose from right next to your competition. Think of the deodorant aisle in Target: what makes your consumer want to choose you over the next sweat-buster? When your goods are literally sitting in eye-sight with comparable brands, ensuring your best brand identity is executed perfectly on product labels, packaging, etc., is even more important than how your product performs. You need to captivate your target audience with your identity for their first add-to-cart action. From there, the magic of your product (and consistent execution of your brand identity across consumer touchpoints, like on social and email campaigns), will keep them coming back for more.

4. Outdated Visual Identity and Design:

Design trends come and go, and your brand visuals should reflect the current aesthetic preferences of your audience. Imagine your tech startup, once a beacon of cutting-edge innovation, now sporting a logo that feels like a relic from the early 2000s. A rebrand can breathe new life into your visual identity, ensuring it aligns with contemporary design standards. Whether it's a refined color palette, a modernized logo, or a sleeker typography choice, these updates convey a commitment to staying fresh and relevant in a rapidly changing tech landscape.

A well-executed rebrand provides an opportunity to engage your audience through interactive content and user-generated campaigns. Encourage your customers to share their thoughts on the new visuals, creating a sense of community and involving them in the evolution of your brand. This not only strengthens brand loyalty, but also positions your business as one that values and listens to its customers.

And today, brand evolution live and in front of consumers is a totally normal experience now. Gone are the days of sitting on a brand evolution with tight-lips and hush-hush energy. Consumers are used to it. We’ve talked extensively about how this transparency can help further your brand obsession among consumers. Let them in on the action!

5. Pricing Changes and Repositioning:

This one is my favorite indicator because you've stepped into your magic and are expecting more money! YES!! Adjusting your pricing strategy or repositioning within the market can be a game-changer, but it requires a cohesive brand image to support the change. If your business is transitioning from a budget-friendly option to a premium service, or even just stepping into a higher price bracket than before, your brand should reflect the newfound quality, exclusivity, and/or service level of your product or offerings. Consider a rebrand that emphasizes luxury elements in your visuals and messaging, signaling to your audience that they can expect a higher level of service and sophistication.

Positioning yourself as an expert in your field during a rebrand is an opportunity to educate your audience about the value they can now expect. Create content that highlights the unique features of your premium offerings, explaining how these changes benefit the customer. By effectively communicating the reasons behind your pricing adjustments, you position your brand as a leader in delivering unparalleled value, fostering trust and loyalty among your clientele.

And a bonus tip in the form of a big no-no for you premium priced business owners out there: now is not a time to DIY. If you are unwilling to invest in your brand, why should someone else? You have an opportunity to really wow and ensure you get a conversion at your new premium price. Do what you can to ensure it happens., Hiring an expert might be your best move here.

Embarking on a rebranding journey is not just about aesthetics; it's a strategic move to align your brand with your evolving business identity. By recognizing these key indicators and taking a proactive approach, businesses can position themselves as leaders, staying relevant, resonant, and competitive in the ever-changing market.