- Your logo was created based on the original owners’ favorite animal, child’s name, etc., and it just doesn’t make sense for your business. If there’s a bird, for example, in your logo only because the owner loved birds, yet they have no appeal to your target market or logical tie to your business, product or service, it’s probably time for the birds to go and to undertake a rebranding campaign.
- Your brand doesn’t appeal to your target market. Does your branding speak to your target market or turn them off? If your target market is young technology-focused males, for example, yet your logo is old fashioned or primarily pink, it’s time to seriously consider rebranding. Your logo’s design elements must reflect and appeal to your target market.
- Your company’s name has changed, you have expanded your products/services or shifted directions and your logo no longer reflects who you are and what you offer. If any of the above applies, you have outgrown your original brand, and it’s time to make a branding adjustment.
- Your logo dates your company and/or no longer represents the image you’d like to portray. Perhaps when you started 10 years ago, you (or an in-law) created your logo out of budget necessity. It has served its needs, but now it doesn’t capture who you are or simply doesn’t look professional enough.
- Your brand name no longer works for you. Perhaps the name of your company now has negative associations or is offensive in a new market. If so, it’s time to rebrand.
- Your logo doesn’t stand out or differentiate itself. If your name or logo is too common or similar to others in your field, update your brand so you can stand out!
An extra tip: If you’re simply bored with your brand or you’re a startup barely making it, now is probably not the best time to rebrand. Don’t rebrand simply for the sake of rebranding, and don’t put yourself in a 2-brand position because you can afford to change everything online (but not your printed materials). Unless your brand needs changed, consistency is more important.