How rebranding can elevate your business to rockstar status

We're putting the brand back together

Pop quiz: name 3 brands that you can identify in 3 seconds. 

Was it a corporate giant like Apple, a homegrown hero like Vegemite or even a star like Taylor Swift? Whatever brands are at the forefront of your mind are there because they’ve mastered the art of branding. 

Every business or organisation needs a brand, but many haven’t been developed further than figuring out a logo.  

Your brand is your calling card to increased sales and awareness, creating connection with your customers or clients before they even make the first move. A solid brand can remove friction during the customer journey and highlight your product, services and/or values in an instant. That’s the power of a good brand — and the reason why you may consider a company rebranding. If you’re wondering, ‘Is it time to rebrand?’, this article is for you. But first, let’s look at some rebrand basics, and how this can impact your business and your potential for growth. 

What is rebranding?

Think of rebranding as a makeover for your business. Anything that’s outdated, unnecessary or unappealing can be reworked and reinvented to reflect the best possible version of your business. 

A rebrand can be subtle, such as a minor logo update, or it can be a full overhaul including a new business name and slogan. You may require a partial rebrand of full rebrand, depending on the strength and recognition of your existing brand and the relevance that it still holds in the current market. 

Not sure if you need to rebrand? 

Tuesday Creatives can guide you through the brand development process from discover and strategy to design and activation 

Why rebrand?

In a nutshell, a business should rebrand when their visual identity and brand voice no longer align with who they are. When your brand is no longer reflecting your offering and your culture, it will fail to resonate with your target audience. This means there’s more resistance with your customers, more risk of losing trade to competitors, and a lack of identity which may let your brand slip into the shadows. 

When should you rebrand?

This is a question every business must consider at some point. When is the best time to rebrand?  

There are many things to consider when planning a rebrand, including the impact of your visual identity, the current competition in your particular space, and the relevancy of your brand – in relation to your business as well as the wider culture.  

However, the first step is to identify that there may be an issue or inconsistency with your existing brand and then conduct a brand audit to find out how it could be improved to raise the profile and potential of your business. 

Rebrand checklist

To make the decision a bit easier, we’ve created a quick rebrand checklist so you can quickly see if a rebranding will work for your business. 

You may require a rebrand if: 

Your brand fails to serve

Maybe you can’t quite put your finger on it, but your brand may just not be serving the way it should. It could be that the logo design is lacklustre, the brand voice is dull (or sounds like ChatGPT), or that it’s just not hitting the mark with your chosen market. This can be rectified with a rebrand. But before you fire up Canva for another round, remember that rebranding is a process that starts with in-depth research and discovery, to make sure that any new creative is aligned with your offering, values, strengths and overall company vision.  

It’s too generic

Have you ever seen a brand that looked suspiciously like your own? Does it have a similar colour palette, logo shape or even a near identical tag line? If you feel like you’ve seen it before, it’s likely that your potential customers won’t take note of your brand. 

That’s where creative brand development comes in. Working with design and content specialists will give your brand room to grow, with the development of your new logo and assets being a collaborative process based on thorough research and a clear direction.  

Confused about your visual identity and brand messaging?
Your customers will be too! 

Your core values haven’t been considered

A larger part of brand development is the consideration of brand messaging. Whether it’s your company vision, mission, promise or USPs, your values and what you promise your customers should be reflected across your visual and written brand identity. 

Your business has evolved

Not every business stays the same. Over time, your operations may pivot, diversify or reach new markets. While a brand may not be able to communicate every part of your business, it should be easily identifiable as a reflection of your most fundamental promises. When products, services or markets shift, your brand needs to keep up — otherwise, it will be outdated and redundant, losing the interest and understanding of your customers. That’s why the Tuesday Team always asks the question, ‘Where do you see your business in 10 years?’ when we’re in the discovery phase of brand development.   

It was developed in a rush or ‘on the cheap’

Hey, we’re not knocking prompt and affordable brand development (afterall, that’s what our creatives strive to provide), but if there wasn’t enough planning or thought put into your brand strategy, it may be missing the mark. If done right, rebranding will evoke brand awareness, encourage brand recall and – ultimately – place your business in a better position, where your audience can see and feel what you stand for, before they even get in touch with your team. 

How to rebrand your business

The rebranding process may involve many areas of your business marketing, design and communications including logo and visual identity, slogan, messaging and brand voice. Rebranding can be an intensive process that influences every part of your internal social platforms and external marketing from your email signatures and letterheads to your social platforms, websites, signage and packaging. Considering a rebrand is a major decision for any business, but it can be a worthwhile one that opens doors to new customers and new opportunities. 

The Tuesday Team work with a 4-step process of discovery, strategy, design and activation. This creates a streamlined and data-driven approach to the rebrand, so that you can expect optimum results once the new brand is launched. If you’d like to learn more about brand development, reach out for a free consultation.