How Do You Know When it's Time to Re-Brand? (+ FREE Brand Audit Workbook)
Complete a brand audit for your business to find out if you're in need of an update!
Sometimes I see people online asking 'how often should I rebrand my business?', and I always feel like it's important to say that there really is no formula for this. Rebranding is something you should only do when you need to do it, otherwise by doing it randomly or 'just when you feel like a change' you could risk diluting the message of your business, and becoming too confusing for people to remember.
But how do you know when you need to rebrand?
Below are some questions that you may want to consider at least every year or so in your business, and I've also included a link to download a free 17-page workbook to help you too!
Have your goals/vision changed?
For freelancers and startups, it's totally common for your business goals and vision to change and tweak slightly all the time! This is the whole reason why I gave up on writing lengthy business plans in favour of something more flexible.
However, sometimes these changes can affect the messaging of your whole business, including your visual branding - so it's important to be super clear on these.
Are your clearer on target audience?
It could be that you had your logo and branding designed when you were just starting out and now (6 to 12 months down the line, for example), you've gained a much deeper understanding of who your target customers are and what appeals to them - an insight you may not have had in the beginning. When this happens it may be time to consider updating your branding to fit your customers better.
Has the market around you changed?
A lot can happen in a year or two! Perhaps some of the imagery in your logo/branding is outdated and irrelevant, or perhaps in comparison to your competitors, your branding is looking a bit lacklustre. Sometimes, especially if your original logo and branding was designed using colours/textures/fonts/imagery that was very popular at the time of designing, logos can just naturally appear out of date.
Does your brand reflect your biz personality?
You may have developed a strong brand personality over time, and it may be that your visual identity (logo, brand marks, colours, fonts etc.) simply doesn't reflect that personality as you want it to. In which case, it could be time to refresh!
Is everything throughout your brand consistent?
When you're starting a business, often the last thing you want to spend hours doing is going through all your collateral (ie. business cards, printed flyers/posters, advertising, social media posts/graphics, pdfs, documents etc.) to make sure it all looks consistent, but as you 'level up' your business and want to appear more professional, this is a really important thing to consider. I've written before about how inconsistent branding can be damaging to the growth of businesses, and I stick by it!
Are you proud to show off your brand to everyone?
The number one rule of owning a business is that you should be PROUD to talk about it and show it off to everyone you know! If you're not happy with your logo, or you're embarrassed of your out-dated or inconsistent brand, you're not going to be proudly showing it off to everyone, which can be detrimental to your business in the long run. If you're not loud and proud about your brand, it might be time to refresh!