9 great reasons for rebranding—and how to go about it

It might be a gradual shift in the marketplace, or maybe a required name change because of negative associations or rapid expansion. Make the transition smooth and comprehensive.

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Your brand shouldn’t be something you change on a whim one day just because you woke up hating everything.

Rebranding your business (or yourself) requires careful preparation and strategic thinking before you even consider changing any of your public-facing properties.

Once you have done all the work on the back end-messaging, positioning, audience targeting, etc.—then you can plan the visual rebranding as part of a coordinated launch.

How do you know it’s a good time to rebrand? Although the answer varies case by case, here are nine good reasons to take on a rebranding project:

1. Sales have plateaued or decreased. If you aren’t bringing in new business or selling products, or you can’t seem to increase revenue, something isn’t working. It’s even worse if your target audience is going to the competition. There has to be a reason. More often than not it’s that your brand is no longer relevant. Find the cause.

2. The needs of your audience have changed. Without customers, you wouldn’t be in business. Do the products/services you offer fulfill what your customers need? If not, decide whether you can make that change.

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