Chapter 2
When is it time to (re)brand?
Building (or rebuilding) a brand is a serious investment in time, money, and strategy.
Done right, it can seriously set you apart from the competition, and galvanise your team. But rushing through the process — or only focusing on the surface-level look and feel — can create an expensive waste of time.
If you're interested in a rebrand, it's important to slow down and consider why you want to do it in the first place. It's a good chance to start fresh and get momentum, but it can also slow you down.
Does any of this sound familiar?
A misaligned brand is a deep issue that isn’t always easy to identify outright. Instead, it manifests in several painful symptoms.
If any of the below sounds familiar, brand might be the deeper problem.
Symptoms of a misaligned brand:
PS: Need some help convincing your team you need a rebrand? We can’t do the pitch meeting for you, but we have collected a few resources that might help you build your business case.
When should you avoid a rebrand?
Branding has a reputation for being an activity that teams take on when they want to avoid the “real” work of marketing. To some extent, that’s true. Brand is a great investment — but it can also cross the line into expensive self-indulgence.
You don’t need to rebrand every 2 years, nor do you need to do it with every business pivot. The goal of a solid foundational brand — one that gives you a perspective on the world — is that it should grow with you.
In short: only rebrand when you feel held back by your existing reputation. Otherwise, try to see how your current brand can flex and grow with you.
