Should I rebrand my Business?

How to know it's time for a brand facelift.

The visual representation of every business eventually becomes stale and requires an update. A rebrand is something that every business will have to face, but making sure a rebrand is done correctly and at the correct time is critical for the health of the business.

What is rebranding?

A rebrand is a change to the visual representation of your business. It takes your current brand positioning and shakes it up to a new, hopefully better, version.

A rebrand adjusts both the visual and messaging parts of your marketing plan. With the visual identity, a rebrand will require a new logo, color story, fonts, and tagline. With the marketing messaging, a rebrand could require new core values, key messaging, mission statement, and target audiences.

How often should you rebrand?

Different experts will say different things, but I recommend rebranding once a decade.

If you're branding too often, you lose trust and recognizability. If you wait a decade to rebrand, you don't have to worry about people wondering what is happening with your business. Generally, businesses pivot their goals and offerings once a decade which is an appropriate time to rebrand.

Why should you rebrand?

There are a variety of reasons why you should rebrand your business, but the following five items are the key times every business should think about a rebrand:

1. Your products and/or services have changed

2. You are struggling to stand out from the competition

3. Your visual identity is outdated

4. Over time your brand has become messy and overly complicated

5. You've had a merger, buyout, or new key staff members

What are the pros and cons of rebranding?

With every big change in your business, there are pros and cons and rebranding is no different. If done successfully, a rebrand can do wonders for your business, but if done at the wrong time or for the wrong reasons, it can tank it.

PROS

1. Gives you an opportunity to pivot your business

2. Rebranding is exciting! Generate internal and external excitement

3. Allows you to simplify and modernize your visual identity

CONS

1. You will lose recognizability and potential clients and/or followers

2. You can't undo a rebrand, so make sure your rebrand is done right

3. Rebrands are incredible expensive

Rebrands are exciting and sometimes necessary to give a business a new lease on life. But if done at the wrong time, a rebrand can be detrimental to the business.

Are you needing an update but are not committed to a full rebrand? That's ok! Give your current brand identity a facelift, select new like-colors, update your fonts, and use some new modern imagery.

Keep Growing -

Michelle Johnson

Owner, CEO, and Chief Marketing Guru of Slow Burn Marketing Co.

Michelle Johnson is a small business marketing strategist and the founder of Slow Burn Marketing Co., a boutique marketing and website agency based in Salt Lake City, Utah. With 15 years of corporate marketing experience, Michelle now channels that expertise into helping service-based business owners build websites that are beautiful, strategic, and built to grow, as well as marketing management and seo services.

Michelle is especially passionate about working with small business owners who are great at what they do but don't have the time, tools, or team to market themselves the way they deserve. If you're looking for a marketing partner who brings strategy, creativity, and real accountability to the table — you've found her.

Based in Salt Lake City and serving clients nationwide.