When To Rebrand

rebrand business

When To Rebrand

A monkey in silk is a monkey no less

For many companies, making changes to a logo is a big deal but it is actually a normal part of business evolution. Rebranding however needs to go much deeper than cosmetic changes.

When should you think about rebranding?

  • when your customer demographics have changed and you need to connect with a new market.
  • when you’ve moved beyond or outgrown what your company was initially or even a few years ago
  • when your name is strong but that’s about all keeping your customers loyal
  • when you need to lose a negative or old image
  • when your market is evolving quickly and you need to reflect a sense of modernity.

These are all very solid reasons for rebranding. The changes can be subtle or dramatic and either way, you’ll need to be very clear on what you need to mean to the market before making changes. Having clarity on what your to-be brand represents also allows you to be objective in an area where emotions can easily cloud your judgement.

What else should you be thinking when rebranding?

These lyrics from the Rodriguez song Like Janis best describes why you should look beyond just cosmetics when rebranding.

And don’t try to charm me with things that you ain’t. 
And don’t try to enchant me with your manner of dress
‘Cause a monkey in silk is a monkey no less 

Most of the five reasons for rebranding presented previously involve change which is always tough and must be managed properly. But, what exactly must change? What is the vision behind the future brand that triggers a need for change at many different levels? Because you cannot present a new look to the market but inside, nothing changes. A monkey in silk is a monkey no less.

It follows that the new logo and touchpoints are just aspects of a rebrand. The rebrand needs to bring a new purpose and new energy from operations, sales, marketing, HR, finance and indeed ALL areas of the business.

The new logo is just the rallying call, the flag.

Sherpa Brand & Design Agency
admin@sherpa.co.za