Developing a brand identity is no easy feat. Neither is looking back and realizing you need to make some changes. This can make you feel like you're taking steps back in the wrong direction. However, sometimes, rebranding for the future is precisely what you and your organization need to get ahead of the competition.
The future is now! Literally. Don’t let your business fall behind. The Blondes can help you revamp your current brand and bring it into the future!
The Reasoning Behind a Rebrand
Rebranding is difficult, we get it — but it's often a necessary decision when your business is on the cusp of completely outpacing its current image. As your business continues to innovate, so too does your brand need to evolve. Whether it's just to refresh the brand's overall look or reimagine your messaging, rebranding your business can bring your business to new heights.
That’s the primary reason you may want to consider a branding shift. So, how do you know if it's time to rebrand?
Is your brand stuck in the past, or looking to the future?
No one is standing in the same place they started. Imagine being a college freshman and looking back at where you started to where you are now upon graduating. It’s hard to see those versions of yourself being the same, right?
The same thing goes for your brand. Oftentimes, you come into the game with an initial set of values and ideas and find yourself adapting and adjusting to the times.
Trust us, there’s no reason to be behind the times.
Sometimes, your company expands into new markets that don’t reflect the current state of your brand, which can cause some confusion for your consumer base. Perhaps you’ve launched new products that may be more applicable to a new audience — maybe you plan to expand into a new market. Whatever the case, as you adapt, so does your branding.
You need to make your business mirror your prospects for the future, rather than staying stuck in the past.
Instead, your rebranding needs to reflect your future endeavors and the goals you aim to achieve by changing things up. Don’t let your brand be a flat tire — move into the future.
"You didn't just find a self out there waiting — you had to make one. You had to create who you wanted to be."
- Brit Bennett, Writer
Your brand is outdated and out of touch
We all start with good intentions. And those good intentions don’t necessarily go away just because your values change. However, the important element of the previous sentence is “change” ... sometimes, your business outgrows your brand identity. And when it does, your brand becomes out of touch with the times.
You must keep an eye on trends, and while you don’t have to hop on every single one, you need to know what your consumers want and have been searching for. Once trend preferences change, even the hippest brand that felt with it can be left behind.
If you realize your brand aesthetics are out of date and your messaging isn’t reaching the right audience, you’re definitely missing out. A well-executed rebrand has the opportunity to take your old brand from drab to fab, all while resonating with today’s consumers.
Want a Good Example of a Rebranding? Let's Look at Dunkin' Donuts
In 2019, the company announced its rebranding effort, taking its name from the iconic Dunkin' Donuts to "Dunkin," respectively. This strategic move was meant to complement the company's effort to focus on products beyond the donuts, instead directing their consumers to expand to other food and drink options. To solidify the rebranding, they also changed their visual identity to feature something a little more modern and colourful.
What’s more — their customers were already calling the company “Dunkin” well before the rebrand, meaning it was already at the top of their minds when the company chose to make the shift. Very similar to how us Canadians call Tim Horton’s “Tim’s” or “Timmies.”
Their digital marketing and advertising really vamped up to match the rebrand, too.
The lesson to take away from this is that the company saw an opportunity to expand itself outside of its existing branding. It understood that to keep up with the competition, it had to expand its horizons by offering new products to its clientele.
No longer could Dunkin' Donuts rely solely on coffee and donuts: instead, it needed new drinks and new breakfast and lunch items to appeal to the masses. It needed products that fit the modern-day consumer. This allowed Dunkin’ to continue to compete with other franchises instead of falling to the wayside.
Redirecting your brand towards market trends
Part of having an effective business is knowing the upward trends and adapting to keep in toe with them. If you find yourself falling behind current market trends, your current brand could be stuck in your prohibition era, instead of your transition era.
Change doesn’t mean the core of your business goes away. It means its fundamentals adapt to the current climate of the market and reach a broader, more diverse audience. Doing this gives your business the breathing room to expand and experience growing pains, finding what works and what doesn’t.
Keeping your eye on current trends and your competitors allows you to remain ahead of the curve when it comes to your business. Those who adapt win. Those who are left behind, do not.
Keeping employees engaged
Perhaps one of the biggest reasons for change is to inspire your employees to be engaged in your business growth. When things become stagnant, your employees may begin to feel out of touch or as if their careers have no room to grow.
When you work alongside a company for the long-term, you want to see it succeed. The last thing you want is to see it lagging, stuck in the past — because that projection doesn’t bode well for employees who have invested time into the business.
Rather, by moving your business into the future, you can inspire current employees to want to grow with you. They may want to learn new skills, take on new tasks, and double down on their devotion to the business.
Thompson River University conducted its own organization’s branding, and found involvement from staff was essential.
Your employees keep your business moving forward. So, if you plan to rebrand, it could be beneficial to make sure your biggest supporters are in on the plan.
Appealing to a newer audience
Sometimes, you need to target a new demographic. It doesn’t mean your current one doesn’t matter anymore, but rather, your clientele is growing with you. And as they grow, they expand into new groups who have new desires. To keep your business going, you need to properly appeal to these groups – which may require a rebranding.
Rebranding allows you to take your initial branding vision and expand it into a newer demographic. Doing so allows your business to experience growth.
By expanding your reach to an untapped audience, you can reach new heights and even find innovations that take your business beyond what you reasonably expected. There is no sitting on your laurels when you want to experience significant growth!
If you notice that a new demographic is taking an interest in your brand, don’t be afraid to connect with them. Conduct surveys to see what they like and what they feel is lacking in your current branding model. This information can be a pinnacle to finding the key to gaining a greater reach for your business.
Put some ‘Zazz’ into your brand — don't let it lag behind your competitors just because you’rebusiness-shy. Reach out to those new, prospective buyers and show them what you’re worth!
Celebrate milestones
Even small achievements are worth celebrating. Whether it’s gaining more followers on IG, getting a few more consultation requests, or even gaining additional donors to your non-profit — rebranding comes with small, meaningful victories. All of these are indicators that you’re moving in the right direction. And, with the right strategy, it can snowball into major business success.
Take the time to celebrate anniversaries and tangible, measurable victories, no matter how big or small. These victories are indicators of your business’s overall longevity.
Don’t be a Wisenheimer — Update your brand before it gets left behind. Trust us, the milestones you meet in the future are worth the effort.
Don’t hesitate – Choose the Blondes today
Lucky for you, The Blondes NEVER stops challenging ourselves to think outside the box and find new innovations to better your brand and your business. We’re dedicated to finding the unique solutions that will take you from humble beginnings and into new, unprecedented heights.
We can help you with every detail, from packaging to website design and even your organization's identity. We’ll be here every step of the way to ensure you, and your business can meet their full potential.
We won’t let the core of your brand slip away; instead, we’ll work with your existing vision and simply bring it into the future. So, you can reach new demographics and goals for your business! Our agency marketing services are completely tailored to get you the results you want.
Let The Blondes take your business and help you rebrand for the future.
