Rebranding guidance for comms pros

Moving forward with a rebrand is a tough decision to make.

Not only does it take time, money and resources, but you’ll also need to get organizational buy-in. That said, it might be absolutely necessary for your company to rebrand.

Signs you need a rebrand

Let’s be honest—if you work with a brand day in and day out, you might get a little bored with it. A good way to tell if you really need to rebrand is to step back and assess if your company has experienced a big change moment. That could include:

Of these moments, the hardest to pinpoint can be a business strategy shift. If you’re not sure whether your own company has experienced this, ask yourself, “Does our brand strategy reflect our business strategy?”

If the answer is yes, then your brand elements such as positioning, benefits, messaging, tone and visual identity should all be aligned with your target audience and vision for the future. If the brand is out of sync with your business strategy, it might be time for a rebrand.

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The steps to reimagining a brand