REBRAND OR EVOLVE?
Let’s start off with the most radical option: a stand-out rebranding. Your brand is more than just a logo. It’s your identity, it’s the promise of who you are and what you stand for and how you act.
A rebranding is a big change that businesses may take when they drastically want to alter how they present themselves to the world: going from start-up to scale up, a merger or acquisition, letting go of the past, reframing your business mission to make it future-proof … These are only a few of the reasons why companies undergo a radical rebranding. These are all important moments in a company’s history and are often accompanied by a full new brand identity. A complete reset like this is not something that should occur on a regular basis. A rebranding starts from a long term brand strategy. You’re rebuilding the foundations for the future of your brand. This will determine what your brand stands for, where things are going, for who you exist and what your role will be in the lives of your clients. The answers to these questions will define how your brand will look, sound and behave in the future.
When a rebranding isn’t the right fit for your business, brand evolution can be a better solution. Brand evolution enables you to make subtle brand changes in response to customer feedback, design or market trends and smaller internal changes that are still in line with your business mission. This can help attract new customers and also remind current ones why and how you stay relevant. These changes all together can make a great impact and improve customer sentiment. Choosing to evolve your brand over time might be the perfect way to guard your brand equity or to not lose a part of your community due to sudden and radical change.