Considering a Rebrand? 9 Important Questions to Consider

Posted by Carolyn Crafts on October 27, 2022

Rethink_RebrandAre you thinking about rebranding your business? It's a big decision and one that shouldn't be made lightly. There are many factors to consider before taking the plunge. Here are nine important questions to ask yourself before embarking on a rebrand.

1) What are your goals?

Before you decide to rebrand your business, it's essential to assess your goals. Are you looking to attract new customers? Expand into new markets? Update your image to reflect a change in your product or service offering(s)? Once you've identified your goals, you can start considering the best way to achieve them through rebranding.

This may involve changes to your logo, website, and marketing materials. It's also essential to consider how your current customers will react to the changes. Will they be confused or upset by the new branding? If so, you may need some extra work to ensure a smooth transition. Ultimately, rebranding can be a powerful way to revitalize your business and achieve your goals.

2) Who is your target audience?

Who are you trying to reach with your rebrand? Knowing your target audience is essential to ensure your new branding speaks to them. Take some time to consider the demographics of your ideal customer, including their age, gender, location, and interests. You should also consider what they want and need from a business like yours. Once you understand who you're targeting, you can start to tailor your branding accordingly.

For example, if you're trying to appeal to a younger demographic, use more modern visuals and language in your branding. On the other hand, if you're targeting an older demographic, you may want to avoid anything that could be seen as too trendy or hip. Knowing who you're targeting will help you decide everything from your logo to your marketing strategy.

3) What are your competitors doing?

It's also essential to take a look at your competitors' brands. What are they doing that you like? What could they improve upon? Knowing what others in your industry are doing can help you decide about your rebrand. You may want to stand out from the crowd or fit in with the existing visual landscape. Either way, it's essential to know what you're up against before making any decisions.

4) What makes you unique?

What makes your business special? What do you offer that nobody else does? When thinking about rebranding, it's important to keep your unique selling points in mind. Your brand should reflect what makes you different and better than the competition. If you need to figure out what sets you apart, now is the time to find out. This exercise can help you focus your branding efforts and ensure your new identity is truly unique.

5) What trends are happening in your industry?

Are there any trends happening in your industry that you need to be aware of? Keeping up with trends is vital for any business, but it's especially crucial when rebranding. You don't want your new identity to look dated before it even launches. Instead, try to incorporate some of the latest trends into your rebrand. This will help ensure that your brand feels fresh and relevant.

6) What is your budget?

Rebranding can be a significant investment, so you'll need to consider your budget before getting started. How much can you afford to spend on new visuals, marketing materials, and advertising? It's important to get quotes from different vendors before making final decisions. Once you have a better idea of the costs involved, you can start to make decisions about where to allocate your resources.

7) What does your current brand say about you?

Your brand is more than just a logo or a color scheme. It's a reflection of your company's values and what you stand for. So, before you begin planning your rebrand, ask yourself: what does my current brand say about me? If you need more time, now is the time to do some soul-searching. What are your company's core values? How do you want to be perceived by your customers? Once you have a clear idea of what you want your brand to represent, you can start making decisions about how to achieve that.

8) What is your current brand doing right?

Even if you're not happy with your current brand, there are probably some things that it's doing right. Maybe you have a great tagline or a strong visual identity. Whatever the case, it's essential to take stock of the good before making any changes. This will help you avoid accidentally getting rid of something that's working well.

9) What emotions do you want your new brand to evoke?

Think about the emotions you want your new brand to evoke. Do you want customers to feel excited? Nostalgia? Trust? Safety? Once you've identified the emotions you want to target, you can start to consider how to achieve that through your branding. For example, if you're trying to evoke feelings of trust, you may want to use a more traditional logo and color scheme. On the other hand, if you're trying for excitement, you may want to use brighter colors and more modern visuals.

In addition to evoking certain emotions, you also want your brand to be associated with certain things. For example, if you're a luxury brand, you want customers to think of your products as being high-quality and exclusive. If you're a more affordable brand, you want customers to think of your products as being a good value for the price. Consider what associations you want your customers to make with your brand, and then start making decisions about your branding accordingly.

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