One question we get asked often is “ How often should I rebrand?” There isn’t really one straight answer for every blog/business,, but after branding over 100 companies and undergoing our own rebrand this year, we’ve learned a thing or two about why companies rebrand, how often and when you know it’s time for a facelift.
Your Services and/or Your Target Market Changes
Often when you are first starting out your business, you’re still are trying to fine tune who your target market is and most businesses keep their target market more general. Then as your business grows you find your true fans and begin to realize who your target market is and niche down even more. Take our business October Ink for example. When we first started our business 5 years ago, we still offered custom wedding stationery services so our target market included brides and business owners. As our business grew and we realized client work was much more profitable for us, we started to phase out our stationary line over the years and eventually our old branding that was targeted towards the wedding niche wasn’t attracting the business owners we wanted to work with.
image c/o October Ink
Styles or Trends Change Every Few Years
Often businesses branding is a reflection of what is more trendy and popular at the time. Remember when calligraphy, arrows, custom hand-drawn logos, and soft, feminine colors such as golds, corals and mints were all the rage 4-5 years ago? Fast forward to 2016 where black, white, pops of color and minimalism is dominating the trends. So naturally your own branding will begin to feel outdated as styles change.
Change Your Name
This one might be a pretty obvious one. In the beginning of our own business, we changed our name 3 times ( yikes! ) as we started adding client services to our business, and with each time came a new look and rebrand since our names had different meanings behind them.
Your Logo Was DIY
Ok, maybe you needed something in a rush, so you threw it together yourself. Aaaannnnd, you hate it. Definitely time to hire a professional and get a profesh logo that will help you take your business to the next level. One of the biggest mistakes we see is bloggers/entrepreneurs not being willing to invest in themselves and their branding. Guys, it’s so worth it! Some of our clients have said they’ve seen immediate sales increases and have made their money back on their investment in less than two weeks. So you have to wonder, what financial gain are you missing out on by not hiring a professional? The online world is so saturated now with anyone and everyone starting a blog or business. Having professional branding is a way to guarantee you stand out.
image c/o October Ink
Your Business Grows
Every few years, you will probably feel a natural shift in your own business as your audience grows and you gain more experience and knowledge as a business owner/blogger. Now you actually know what branding is and how powerful of a role is it plays in your business. You might have a better idea of what type of graphic designer you want to work with and what items you need. You might be adding new products to your business, fine tuning your target audience, or experiencing big growth. Almost all businesses naturally shift and change within 2-3 years and with that, you might feel like your branding just isn’t keeping up.
And remember, sometimes you might not need a full rebrand. Maybe you just need a refresh! We have clients that sometimes still like their logo, but with fresh fonts, a new color palette, and new photography, the vibe of their branding is completely changed, without having to do a full redesign.
When it comes down to it, what does your gut tell you? Usually you have a pit in your stomach that there is something just “off” about your branding, and you know you need a change. You should listen to that business intuition and look into updating your branding as soon as you can.
Do you have any branding questions? Let us know in the comment box below and we'd be glad to help.
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