In my previous post, I highlighted five signs it may be time to rebrand your business. However, there are times when staying the course might be the best course of all.
When might a brand makeover NOT be advisable?
- You have recently rebranded, but now you don’t like it or don’t think it’s working fast enough.
Branding is a long-term investment of time and money. You need time for your message and brand to stick. Rebranding frequently only confuses your customers. And, remember, it’s less important that you personally like it than it clicks with your customers! The best thing to do is to do it right the first time, but some busnesses don’t because…
- You can’t afford it.
Make sure you have the resources in time and money to invest (branding is not a cost) in the future of your business before you start. If you can’t do it right, don’t do it at all, or wait until you can afford it.
- Strong recognition for your brand already exists.
The GAP – just the most recent example of a business “fixing” something that wasn’t broken, to their own detriment and ridicule. People form emotional attachments to a visual brand, so you have to be careful not to mess with that.
- New management, but no changes.
It may be tempting for new management to put their mark on an organization, but if there’s no change in how a company does business or what it offers, it makes no sense to rebrand.
- Internal issues.
If your company’s issues are not market-related, then rebranding cannot fix what ails you. Postpone rebranding until internal problems are solved and you have a stronger business to present to your customers.