Time to Rebrand?

I have noticed quite a few posts lately on the topic of rebranding. Some touting the importance, and others saying that no one really cares about your rebranding efforts. There are legitimate points on both sides of this conversation. But if you’re thinking about it, how do you know if the time is right to rebrand?

Our team at Punch helps you determine if the time is right by listening to your reasoning for the rebrand. Below are a few situations that would suggest that a rebrand is right for your company:

• There’s been a company merger where neither of the existing identities communicate the combined vision of your new entity.
• You want to take a strategic initiative to alter the way your company is perceived. The Venture Forum’s rebrand (shown above) changed the focus from the organization's service and capital providers to the entrepreneurs that are the lifeblood of Venture Forum’s vision — to allow great ideas to take flight.
• There’s been a change in the marketplace, your service lines, or your products.

If the time is right for your organization, doing the proper amount of research is a great first step. Research drives the creative and messaging that will provide an authentic and consistent brand experience for your internal and external audiences.

Budget is another consideration. Replacing everything with your current identity and messaging can be costly, but should be viewed as an investment to strengthen your organization. Calculating your ROI may be a difficult but worthwhile exercise.

And yes, providing a great service or product may be something that your customers care more about than your rebrand. But if your brand does not speak to them they may never find you.