Your brand is something that you probably spent months mulling over and perfecting. After years of being in business, you have a website, social media presence, t-shirts, coffee mugs, packaging, and all sorts of other swag with your existing brand all over it.
With that said, the idea of taking the time, energy, and effort in order to redo your brand’s visual identity may seem like an extremely daunting task. Why redo it when there’s so much that has your brand’s current look and feel?
While it’s no easy feat, a brand redesign can work wonders in increasing your brand’s relevance, visibility, and uniqueness in your industry. When these factors increase, you can typically expect leads and sales to grow as well.
Keep reading to learn about the telltale signs that it’s time to redesign your brand, why you should redesign, and the benefits of doing so.
What Is a Brand Redesign?
You may have heard of a brand refresh, but a rebrand is an entirely different beast. Rebranding is a complex process that requires a lot of preparation and time. It’s much more than just changing your business’s logo, changing the calls to action on your website, or coming up with a catchy new slogan. With a brand redesign, the intention is to completely change your company’s image to make it more relevant. This allows you to work toward increasing brand reach and awareness.
Think you’re alone in the rebranding world? Think again! Some of the most notable companies have rebranded for a fresher look. Dunkin Donuts (now just Dunkin), Uber, and even Google have all gone through upgrades in order to remain relevant and memorable.
Why do companies choose to rebrand? There are many reasons why a company may opt for a total brand redesign versus a brand refresh. For example, if a company’s existing brand is not effective or if its target audience has changed, a rebrand makes sense. Businesses may also rebrand after a merger or when entering a new industry.
Other common reasons for rebranding include:
Improve public relations
New logo design
Create a buzz and attract more consumer attention
Boost customer satisfaction
New mission statement
The bottom line is that there are many reasons why a business may choose to change its brand. What’s most important is that you have clear-cut goals for what you hope to achieve with a new brand. This way, you can ensure a high return on investment.
Indicators That You Should Redesign Your Brand
There are many factors to take into consideration when deciding whether your brand needs a new look and feel. One telltale sign that your brand is due for a makeover is low conversion rates. If your leads and/or sales numbers have slipped over the last few months, it may be time to rethink your brand. When consumers aren’t flocking to your company, it often means that your branding isn’t catching as many eyes as expected.
Another indicator that you may want to focus on designing a new branding package is if your competitors have recently rebranded or if consumers seem to be flocking to them versus your business.
There’s nothing worse than having your competitors make your brand appear out of date or forgettable. If your top competitors have recently redesigned their brand, you can all but guarantee that consumers are going to flock to the latest and greatest thing. When your competition is speaking loudly and making bold moves, it’s much easier for your brand to slip into the background.
When this happens, you’ll need to audit your competitive landscape, redefine your niche, and start working toward a new brand that will increase relevance while solidifying your business’s identity.
The Benefits of Rebranding
Rebranding is a complex, yet rewarding process. If done properly, the benefits are well worth all of the time and effort that you spent. If sales are slumping or if you simply just want to reposition your business as a leader in its industry, a successful rebrand can help achieve those goals.
One of the biggest benefits of rebranding is that you have the capability to connect with an entirely new audience. By refreshing the look and feel of your brand, there’s an increased opportunity to reach new consumers, all of which are new potential customers. By focusing on the new aspects of your company and promoting them accordingly, you can expect people to take notice.
With more visibility surrounding your brand, there will be a greater chance of growth and increased leads and sales. The rebranding period is also a great time to connect with existing customers and figure out what they’re looking for from your business.
Unless you have a very specific niche in a scarcely populated industry, chances are you have plenty of competition to worry about. Over time, competitors will find that they’re offering much of the same “stuff.” Success in a competitive industry relies on your business’s ability to stand out from the crowd.
The best way to make your company’s approach, products, and message stand out is to differentiate your brand. This way, potential customers can easily identify what makes your business unique. With a new look, feel, voice, and persona, you can re-establish your business as an industry leader that appeals to its audience.
By taking the time to create a new branding package, your business will be able to reflect new goals, values, products, and offers while also staying relevant in your industry.
Want Rebranding Help? Choose GCB Solutions
Rebranding your business on your own can feel like an uphill challenge. If you own a company, chances are you don’t have the time to balance the budget, keep inventory well-stocked, and devise a plan of attack for a brand redesign. The good news is that there are tons of branding companies out there that will help you redesign your brand.
If you’re looking for a company that offers professional packaging design and custom box design, choose GCB Solutions, Inc. We are your resource for printed packaging materials, packaging equipment, and the coding and marking of equipment. With a high-quality branding package, you can put a fresh face to your company.
To learn more about our branding package options or to inquire about our brand redesign for small business clients, contact us! We look forward to discussing your packaging venture so that we can assist in rebranding your company.