<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
word-map-thumb

The Alternative Board Blog

8 Signs It's Time to Rebrand

Sep. 14, 2016 | Posted by The Alternative Board Worldwide
bigstock-Rebrand-Branding-Business-Anal-123673583

Is it time to rebrand? Businesses don’t find success by becoming unchanging, static entities. In order to keep competitive, small businesses must adapt to the evolving needs of their customers and society as a whole.

Of course, this means more than just expanding your products and services. You also need to update the look and feel of your brand. Business trends – from web design to customer service – are constantly changing, and as a business owner, it’s up to you to keep up.

Is your business overdue for a rebrand? Below, eight entrepreneurs offer their insight on when it's time to rebrand.

       
You want to tap into a new demographic.
Jim Barbagallo
Pilot Communications Group

One of the surest ways for an SMB to grow is to target its products and/or services to a new or expanded group of consumers. Of course, the brand will need to be refreshed to reflect the values and attributes of the new target audiences.For example, LuckyVitamin.com was reaching healthy moms and gym buffs, but having trouble tapping into the “natural living” audience base.To meet this new demographic, the company released a branded video emphasizing the company's health food roots and passion for health and happiness. A refreshed logo and redesigned website – with an emphasis in philanthropy, passion, and expertise – helped transition the company from a product site to a customer-centric brand.


Your brand doesn’t fit your business.

Mya Surrency
Digital Edge

Our company decided to rebrand when our original company name,                           Smith & Surrency (our two partners’ last names), didn't capture the                             creative spirit or offerings of our agency. Whenever we told people the                       name, they assumed we were a law firm.The name seemed to make sense                   at the company's inception, but after rapid growth, we had outgrown it.                     As a team, we selected Digital Edge to encompass the digital marketing                     offerings we provide to clients.

 

When customers see your brand differently than you do.
Diane Parazin
McCrea's Candies

McCrea’s Candies originally positioned itself as an everyday indulgence. But when owners Kate and Jason McCrea realized their caramels were being purchased for gifts, they decided to rebrand the packaging.The reaction from buyers was exactly what McCrea’s was looking for. Orders – and repeat orders – dramatically exceeded previous years. The redesign also facilitated a path for growth with new distribution channels.An entrepreneur might start out with a brand that reflects an initial idea or business concept, but it’s crucial to be alert and recognize the moment the market perceives it differently.

 

You’re hanging on to a dying brand.
Max Robinson
Ace Work Gear

When I took over my business from my father, I made the mistake of keeping all of the same branding that he'd established over 15 years ago. The business had been stagnant for a while, and we weren’t attracting new customers. Rebranding has helped the business feel fresh and find new audiences across social media and offline. We've invested in quality graphics and tried to establish an online voice to strengthen our brand even further. The results have been well worth the extra effort.

Want additional insight? Download Harness the Power of Social Media to learn more

DOWNLOAD
You created a product people love, but you haven't built a brand that engages them.
Larissa Pickens
Design

It's a common problem. So many entrepreneurs start with a quick logo and website to test their product on the market. When the product does well, they grow their business but fail to upgrade their branding.While the individual products might do well without mindful and consistent branding, they remain commodities subject to the whims and price fluctuations of the market, rather than a sought after brand. When they correct their branding, these businesses can start to charge premium prices and find customers not only returning, but also recommending them to family and friends.

 

You’re no longer a part of the conversation.
Mitch Dowell
Branding Experiences

When you no longer find your business in the online comparisons or competitive roundups you once appeared in with your industry peers, a rebrand is an important thing to consider.

 

You’re questioning your brand.
Nick Leffler
Exprance

If you start asking yourself if it's time to rebrand, listen to your gut – it’s time. Perhaps you're not happy with the direction you're moving, how your customers are reacting to your service, etc. A combination of factors go into determining whether you need a rebrand, but the first step is the feeling that you need one.

 

You feel uninspired by your business.
Ryan Hulland
Netfloor USA

It’s time to rebrand when you feel like there isn't something new and exciting for your business on the horizon. Why did you start your business in the first place? Because you had an idea and were inspired! When you lose that feeling, you need to step back, reevaluate, and look at your business from the perspective of your customers.


If you’re losing momentum with your business, whether in sales, customer satisfaction, or growth, you may want to consider a rebrand. If you’re experiencing any of the eight warning signs above, but don’t know where to begin with rebranding, a business consulting program can help.

The Alternative Board’s peer advisory program puts you in a room with other business owners who can help you overcome your business’s greatest challenges – like outdated branding. Get in touch with a local board to learn more.

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board Worldwide

Related posts

Developing The Art Of Time Management
Feb. 19, 2019 | Posted by Phil Spensieri, TAB York Region
Although many of you are fantastic managers of your employees and operations, the issue of good time management is almost always a part of every discussion I have with business owners. Good time...
What Habits Can Cripple a Leader’s Productivity
Feb. 19, 2019 | Posted by The Alternative Board Worldwide
With all the attention given to boosting employee productivity, it’s sometimes easy to lose sight of the same urgency for business owners or CEOs and their executive teams. Ask yourself: are you’re...
5 Tips on Reducing Workplace Distractions
Feb. 12, 2019 | Posted by The Alternative Board Worldwide
These days, employees are faced with an unprecedented onslaught of workplace distractions, chief among them all the apps and digital sideshows that now pervade everyone’s consciousness. With all of...
Leadership Part II: Why be a Boss when you can be a Leader?
Feb. 6, 2019 | Posted by Phil Spensieri, TAB York Region
In my past 30 years of business I have met thousands of business owners and while all of them have been the ‘boss’, not all of them have been leaders. How to be a better leader is a topic that comes...
A Quick Guide to Hiring a High Performing Sales Team
Jan. 29, 2019 | Posted by The Alternative Board Worldwide
A quality salesperson is vital to sales team success This individual is responsible for generating leads and closing sales, which translates into revenue-generating activities for your organization....
5 Common Recruiting Mistakes and How to Avoid Them
Jan. 24, 2019 | Posted by The Alternative Board Worldwide
You don’t need us to tell you—the goal of hiring talented, qualified job candidates is now a lot harder to achieve than it once was. Businesses are pursuing a wide range of strategies in order to...
Management Skills Part 1: Transitioning from Employee to Manager
Jan. 22, 2019 | Posted by Phil Spensieri, TAB York Region
In my work with business owners, many of them have expressed a desire to transition a certain employee to a more senior role at their company. However, this promotion sometimes doesn’t happen because...
Leadership Tips in a Time of Rapid Business Growth
Jan. 22, 2019 | Posted by The Alternative Board Worldwide
Solid leadership is critical during every phase of a company’s evolution. This is probably most important during a time when a business undergoes a period of rapid growth. According to serial...
A Guide to Securing a Small Business Loan
Jan. 15, 2019 | Posted by The Alternative Board Worldwide
Start-ups and companies in early growth stages often need an infusion of cash to keep their businesses afloat. It’s also true that more established firms can benefit from a short-term loan in order...
5 Leadership Traits that are essential for Business Owners and CEOs
Jan. 3, 2019 | Posted by The Alternative Board Worldwide
Do successful business leaders and CEOs exhibit the same qualities across the board? Generally speaking, the answer is “yes.” Specific personality and character traits can be identified as essential...