While Ghandi didn’t have business in mind when he encouraged people to be the change they wished to see in the world, his powerful statement certainly fits many situations in the workplace. One such situation is a company’s rebirth from a marketing perspective. A rebrand. Whether the impetus is new management or a major pivot in strategy, the work required to reinvent an organization’s look and feel is well worth it. Starting from within, new design can help a company stand out in a noisy market and avoid missed opportunities or lost revenue.
Seventy-seven percent of B2B marketing leaders agree branding is critical to a company’s growth. Apple, Pepsi, and Starbucks for example, rebranded up to 11 times each, completely overhauling their original designs over and over. A fresh new design is a bold way to illustrate a company’s evolution.
BAM Communications is no stranger to rebranding. We experienced remarkable growth to both our staff and client roster since the start of the year. It was evident a new design reflecting our advancement was necessary. Over a course of a few months, we reconstructed the company’s entire brand and launched the its revival in August.
Rebranding can be a long process. After brainstorming, designing, and executing, it can take some time for people to recognize a business’s new look. On average, it takes 5-7 impressions for a person to remember a brand. It’s important for marketers to remain patient without jumping the gun when deciphering a new design’s initial impact.
If you’re going through major changes, you may want to consider a rebrand. Take it from us – we just went through it!
Your company’s mission grew beyond its initial scope. It’s common for core values to shift, proving a company’s design needs realignment in this case. Branding should communicate pillars of a business and what it’s built on with customers. Sixty-four percent of consumers say shared values are the primary reason for a relationship with a brand.
You expect internal growth. Do you project a growing team with new skills in the short term? Use internal change as an advantage and showcase it externally through branding. For example, BAM’s growth and new service suite were both factors when strategizing a summer rebrand.
You want to tap into a new market. If a business has trouble generating traffic and leads like 63 percent of companies, a new industry can be the answer. By exploring another audience or an offset of an existing one, businesses can reach new stakeholders, increase sales, and heighten company recognition. However, what used to work may not work now; a cohesive new brand is necessary.
If you found yourself nodding along to any of these signs, it may be time to readjust, refocus, and rebrand.
Need more advice or want help with a rebrand? If we’re not the right fit, we’re well connected and can probably help anyway. Ask us!