What’s a Rebrand? Why and when to Rebrand?

By definition, a rebrand means the creation of a new brand for an existing business. This rebrand can be as extensive as changing the entire mark to something completely new, changing all brand colors and starting completely fresh. 

If that seems like a lot to you - it’s because it usually really is a big undertaking. A rebrand doesn’t have to be that intense if you aren’t ready to embark on that large of a project. A rebrand can be as simple as cleaning up your existing logo, making sure the lines, shapes, fonts, and so on are as clean and clear as possible, and involve tweaking or changing a few details. You can keep all your other assets the same, and this would still be a rebrand, though a minor one. 

Typically a rebrand requires a little more strategy, time, and investment. Essentially, there is something about your existing mark, colors, design, and overall look of your brand that is not working for your business. As part of your rebrand, we often reimagine your marketing and business strategy from the ground up, taking time to figure out what exactly would represent your business best and work for your needs. 

Timelines for a rebrand can vary widely. The process of creating a new mark typically takes 4-8 weeks. If rebranding involves creating a lot of assets, such as a new or updated website, print materials, business cards, digital creative, and other designs, those can easily add weeks and months to the timeline. Investing this time can be impactful. When each element is well planned, thoughtfully designed, and carefully crafted, the final product is a cohesive and effective brand system.

Releasing the new brand system into the wild can be a gradual transition or a loud and flashy marketing push to show off the new look. It is entirely customizable for each business’s needs. If you have a long established brand, it may not serve your business well to make a sudden switch overnight. Perhaps you have a surplus of assets and materials with the old logo. In that case, you would need a more gradual push. 

Rebrands serve numerous purposes. Sometimes they are spurred by an expansion or acquisition, but they can also be a good solution for outdated imagery, repositioning, new management, development, lack of individuality, or poorly designed existing brands. 

It is especially important to rebrand when you find your brand no longer reflects your vision. The brand might be outdated, poorly designed, or is too similar to a direct competitor. 

Maybe you started off with a cheap placeholder mark you purchased from fiverr or a friend. We’ll try not to judge - budgets are tight when you’re starting up a new endeavor. Once the business has been successful for a few years, it may be time to really think about that mark. Is the identity sending the right message? Does it represent you? Your industry? Your services? Your goods? Do you use consistent colors across your marketing, content, and website? Was hot pink or deep red really a good color choice? Are brand fonts and colors even defined? 

I’m here to tell you that all brand elements should definitely be defined. We’ll forgive your early just-getting-started sins, and we promise it’s not too late. All of the brand elements work together to communicate a clear representation of who you are and what your business does. We can avoid using the word “vibe” if that makes everyone more comfortable, but brands should give their audience a clear feeling of what they are all about. Defining those things can be daunting - especially on your own. We highly recommend enlisting help that can steer you in the right direction. 

Any branding project can initially feel like a good therapy session, which is part of what makes it so hard to accomplish on your own. It’s helpful to have an outside perspective to self-reflect on your business. Let’s define who you are, set clear intentions and goals, recount your history, and decide what you’re really all about? Sounds like a lot, but you notice the difference between a business that’s faking it til they make it and a business that sat down and set an intentional goal, voice, and brand. Consistency matters, but that doesn’t have to make you feel boxed in. 

A clear identity and brand guidelines establish clear boundaries and give you tools to express yourself and your goals in new ways.