There are a lot of reasons to rebrand your business. Perhaps your current brand is very dated or doesn’t resonate with your target market. Perhaps your name doesn’t reflect what you do any more, or you didn’t go through a proper branding exercise when you started the company and it’s time to do it right. These are all good reasons, but you have to make sure you are doing it for the right reasons.
For example, Kiers Marketing started as Kiers Productions in 1984, and became Kiers Communications in 1997. That was fine when the company started 33 years ago, but over time, people saw communications as cell phones and pagers. In 2002 we changed our name to Kiers Marketing to better reflect what we do, which is marketing. Did we get rid of the Kiers name? Not a chance. There are a lot of years of brand equity with the Kiers name that we didn’t want to lose.
We currently have a couple of clients that started their companies in their garage a few years ago and have decided it is time to rebrand to give their company a professional look. Once you buy into the new brand, I can’t stress this enough, you have to make sure you use it with everything you do.
Take a look at your current brand. Does it look good? Does it tell the right story? Does it make you look professional? If you said NO to any of these questions, think about rebranding your business.
If your current brand has been around a long time, you, your staff and your customers might find the new brand a bit foreign when it is rolled out. Don’t worry, it’s like a new pair of shoes, once they are broken in, you will love it.