5 Signs it’s Time For a Rebrand

Brand Building|infinitee|

If you are considering a rebranding of your organization – you are in good company. From tech startups to commercial real estate firms, many companies set out to elevate or refresh their existing brands once every 7 to 10 years.

Whether you need to update your brand to better serve the needs of your clientele or expand your existing brand to include new markets and services – as a company’s vision changes and evolves it may be time to consider refreshing the brand.

How do you know when a change is in order? Here are 5 signs it’s time to rebrand:

1. Your company’s brand identity has evolved

If your brand identity has evolved past its original mission, it’s time to consider an update. A dated logo or a company name that no longer resonates with your target audience can both signal the need to refresh the brand.

“With any rebranding exercise, it’s important to think about all aspects of your brand,” says infinitee Creative Director Michael Rivera. “Every brand has a unique story to share. This includes the visual identity, of course, but also all the various touchpoints that allow your customers to interact with your brand on a daily basis—and even how your employees communicate with those customers along the way. So it’s important to consider the brand story as a whole during the planning stages and develop a strategy that can be rolled out at every level of interaction.”

2. Your company has reached a milestone

In the case of companies expanding to new markets or celebrating major milestones, a brand refresh can signal to clients and investors alike that the brand has grown.

For Accesso, celebrating its 15-year anniversary with $3 billion in assets and 15 million square feet of commercial office space was the perfect occasion to develop a new corporate logo with a clean, modern, progressive appeal.

3. Your customers’ needs have changed

Many businesses will reposition their brands to attract new customers and stand out to their existing audience base. If your company has acquired new products or undergone a merger, the diversity of your offerings may lead to confusion among your customers. Rebranding or repositioning parent brands can help alleviate any potential confusion.

Case in point: To stay competitive with other Class A office buildings, and as part of its overall rebrand, Accesso introduced a service – Accesso Club – to highlight its state-of-the-art tenant amenity program which is available in its buildings in major metropolitan cities.

4. Your company is under new leadership

Whether a new CEO has been brought in to expand the business, or alleviate investor concerns after bad press, changes in leadership can also signal a change to existing brands. It is not uncommon for a corporation’s identity package to be updated during such leadership changes.

5. You need to stand out from the competition

Finally, if your company’s name or brand is too similar to that of the competition, or if customers are confusing your company for another, it’s definitely time to consider a rebrand.

If you can relate to any of these signs to rebrand, it may be time to for a change. It may seem like a daunting task—but it doesn’t have to be. Working with an agency partner can help ensure a thorough discovery and brand audit, as well as a comprehensive approach inclusive of all the elements of your organization.

At infinitee, we’re IN to branding. For nearly 30 years, our Atlanta-based agency has specialized in branding, marketing, strategy, print and digital media, video and photography. To see how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.


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