Guest Column | May 13, 2014

When Do You Know It's Time To Rebrand?

Time To Rebrand

By Clint Hofer, Owner, Slingfly Media

Your brand may say exactly what your company is all about — or perhaps gives the wrong message to prospects before you even get to speak with them. You can try your hardest to form others’ opinions about your brand, only to be pigeonholed into a vertical or service that may only represent a small portion of your offering. If you feel that your current marketing keeps growth at bay, this may be the perfect time to rebrand.

In reality, there are only two viewpoints to a brand. There are the internal goals and ideas that help shape the messaging and graphics of a company, and then there is the external view of your brand from all outsiders. The industries or verticals you specialize in could be a reason to rebrand your company. There is nothing wrong with being the go-to team for solutions within a specific arena. Take hold of the reigns and rebrand yourself to capitalize on this positive momentum.

The great thing about your brand is that you can make subtle adjustments as needed, or initiate a complete overhaul. If you do decide to make a change, keep in mind that the modifications should be consistent. For example, if you update your color scheme or revamp your company’s logo, then ensure all marketing assets such as your website, brochures, business cards, and social media elements are up to par. Having a mix of old and new branding will hurt the view of your company and give an unsettling, disorganized feeling. You may have some amazing content or media that has been poured over relentlessly, but if the logo used is the older version, it may look dated to anyone that notices the newer branding.

You would be surprised at how using the a consistent theme within your marketing piece or brochure can go a long way when adjusting your brand. For example, you may already be marketing to several industries, but the message is filled with generic copy and images. Why not create multiple flavors of these marketing pieces, each with specific content and graphics related to each of these verticals? This can do much to hit home among that specific group of prospects.

Here are several questions that can help guide you and your team through a branding-related thought process:

  • What do I want my brand to be known for?
  • What industry will look to our company for help?
  • Are we (or want to be) experts in a specific vertical?
  • How should I best convey my brand to showcase this?

These top level questions will help your team brainstorm about what should be adjusted, what can stay the same, or perhaps what needs a complete overall. When it comes branding, taking an open-minded look from an outsider’s perspective will help you shape your company’s images when the time is right.