Image taken from Market my Business, available here.
Where a busy, cramped Metallica-esque typeface may have worked wonders in the 80s, a sleeker more minimalist coloured graphic is what gets people really excited these days.
2. Your business has changed or grown – if you have introduced new services, changed your culture, expanded or given your company (structurally, physically or commercially) a complete overhaul, then it’s probably high time you aligned your brand to match this.
3. There are clear brand inconsistencies – When it comes to a strong brand, clarity and consistency are key. If you cannot draw clear brand parallels between each of your platforms, then this is going to hugely hinder your brand identity and thus brand loyalty. If people can’t recognise you, how can they stay loyal?
4. Your audience has changed – This is obvious. If your target audience has changed, you’ll also need to change your brand to match them. Ultimately, your brand is how you express your company to the world – and if this expression is not on the same level as your consumers, then you’re kind of on to a non-starter.
If more than one of the above applies to you, it may be worth reading on and discovering how a rebrand could work instead…
Defining a Rebrand
If a brand refresh is a tactical manoeuvre, a full rebrand is a complete change in game plan. Where a brand refresh will make you over, a rebrand will act as a plastic surgeon and alter underlying features to reposition and change the overall effect.
A full rebrand will normally undertake an in-depth analysis of your brand, USP, competition, marketplace and audience. Only then is a new brand built, with a new image, goals, messaging, culture and functionality. The intention is to completely reposition your company and entirely rethink your direction and appearance.
Take a look at Rooster Marketing’s Work with Hi-Technology
Looking to cement a new image as the market leaders in plastic injection moulding, Hi-Technology approached Rooster looking to overhaul their brand, printed collateral, signage and website entirely. After an in-depth Audience and Outcomes exercise, we evaluated the existing brand and devised the best way forward.
The new brand has been inspired by polymers – the molecules that form the basis of plastic – thus expressing the company’s expertise in their field: