Should I Rebrand?

Category : Branding · No Comments · by December 1, 2014


Time and again I’m asked to help a company rebrand.

For some, it happens early on once they’ve discovered who they really are – while with others, it occurs after many years of having grown (or outgrown) their brand. But before starting the process of creating a brand new image, I feel that a good few questions need to be asked.

18 Questions That Every Rebrand Needs to Ask

  1. Why do you want to rebrand?
  2. What problem are you trying to solve?
  3. Has there been a change in the competitive landscape that is impacting your company’s growth potential?
  4. Has there been a change in your customer profile?
  5. Are you stuck as something that you and your customer have outgrown?
  6. Is your brand telling an incorrect or outdated story?
  7. What do you want to convey and to whom?
  8. Does your customer care about your brand and it’s possible change?
  9. Have your customer’s needs, or the way you defined them, changed?
  10. Is the brand associated with something that is no longer meaningful?
  11. Are you leading with your brand direction?
  12. Are you following with your brand direction?
  13. Would rebranding be a stepping stone (evolutionary) or a milestone (revolutionary)?
  14. Are we leading with our brand direction?
  15. Are we following with our brand direction?
  16. Will this solution work in 5, 10 and 15 years from?
  17. Have you assigned some committee to manage the project versus someone (or at most, two people) who is/are focused, inspired and can lead?
  18. If you were starting your business today, would this be the brand solution you would come up with?

Once you’ve asked yourself these questions, and have decided that it’s definitely time for an upgrade – send me a mail and we can discuss your logo rebranding project.

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