One question I am asked from time to time is: “When is the right time to change my branding? Does it even need a change?”
Personally, I think everyone reaches a natural position where they want to rebrand in some way. When you first start out in business, you are still figuring out really who you are and it takes, I would say, at least a couple of years to really refine that.
You grow, you change, and you figure out exactly who you are and what purpose you are serving as a business. You figure out what your values are and who you want to work with, and it is only then that you’ve got a better idea of how you want to be seen.
Most people come to me after a few years of trading having reached the point where they now really know who they are as a business and they want to create new visuals that can represent that properly.
What to consider before a rebrand
Firstly, I would say you need to ask yourself some questions. The key ones are:
What are your values as a business?
What’s your message?
What is it that you’re delivering to people in terms of your service or product?
Who is your target audience? What are their needs?
Where does your target audience spend their time?
I believe it is also good to consider if you are a contemporary-modern type of business or if you’re a business that has a lot of traditional values. The main reason for this consideration is that it ultimately determines the overall look and feel of your brand.
If you’re very modern, then you need to have a font, for example, that is contemporary.
I also believe it would be beneficial to think about your colours. Are they muted and soft or are they bright and colourful? If you’re a very energetic company, for example, then the colours really need to represent that with vibrancy.
When is the right time to rebrand?
You can rebrand, really, at any stage that you feel your logo or your brand image is simply not representing who you are anymore.
In my experience, getting those two things in line is of the utmost importance. Your logo and brand identity is something that you deserve to be proud of and for that to happen, it must represent you.
You get a feeling instantly if it is right for you, and if that is the case, you will in turn, be more comfortable and confident showing it off.
It’s worth mentioning that one common rebrand mistake I spot is when businesses try to be too fashionable or too trendy. Now we all have to move with the times that’s for sure, but I tend to go with a more classic look rather than something that’s going to age very quickly, as it’s timeless!
What’re the first steps when working with a Brand Designer
I always like to start with the font. I choose a selection and play around with the balance, sizing, and boldness, I make bespoke changes so it’s unique. There’s so much importance placed on the font that you use and what that represents.
Having worked with many clients on rebrands, the most important successful element for me is putting it all together and making it feel right.
In my profession, you know when you’ve created something that has really great balance. It must have that eye-catching nature that elevates the business by representing it beautifully.
Your branding should encapsulate the essence of the business just by the look and feel!
If you are interested in hearing more about how I can support you on your rebranding journey, please give me a call, I’d love to hear from you!
Cathy
