When To Rebrand

Recently as part of a pitch to a new client we were asked whether or not they should rebrand. Although not part of their original brief it had been suggested by another design agency and they wanted our opinion.

In response, we asked the client whether they felt their core values as an organisation were out of touch with the business or the marketing strategies of the company. Their response was no and so we therefore advised them against rebranding at this stage.

An effective brand is not just an identity but something that defines the company and clearly states exactly what they do and who they do it for. At the heart of any brand should be a set of inherent values, a philosophy and proposition. By applying these core values and philosophy to everything a company does they should effectively differentiate themselves from their competitors and lay the foundations on which to build long-term, successful relationships today and in the future.

The reality is that when a company says they want to rebrand more often than not they are simply seeking a cosmetic change that is supported by nothing more than a subjective preference or that a company has such severe business issues which need to be addressed first and which a rebrand alone will not solve outright.

So when should a rebrand be considered. Experts and Liven agree there are two main reasons when a rebrand is justified. Firstly when a company’s inherent values are no longer valid or inline with the company’s aspirations and secondly, in light of a merger where the result is a potential expansion of the service offering.

Other reasons when a rebrand might be justified include when there has been significant market changes due to increased competition, when the brand is seeking to enter or attract new markets and when consumer trends or demands leading to the brand not performing, lacking identity or losing relevance.

Why are you considering a rebrand? Maybe you have different reasons. What else has to change before you’re ready to move forward? Share your opinions below.

Liven is an integrated creative agency based in Surrey. Liven services are split into three key areas: Branding, Digital and Print. Liven branding services include: Brand Creation, Brand Development, Identity Design, Name Generation, Brand Guidelines and Brand Strategy.

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James Glass

An accomplished brand expert, I believe passionately in the integral role that effective design can play in solving business challenges. My approach when working with clients centres predominantly on strategic account planning and direction: listening, distilling critical information and providing innovative and commercially viable solutions which represent a client’s core values and unique strengths to ultimately address the challenges they face.