Is a rebrand right for your organization?
Here are the key questions to ponder before deciding…
1. Have your products or services changed over time?
Are you in a different business than you used to be? Do your potential customers understand your current offerings?
2. Have consumer expectations changed?
Do your current customers believe your organization has kept pace with best practices in your field?
3. Has your target customer changed?
Do you now appeal to a different customer base? Different age, income, education, geography, or lifestyle?
4. Has your competitive landscape changed?
How do you stack up to your competitors? Are you falling behind them with industry, technology, certifications or relationship innovations?
5. Are you lost in the 80s?
Does your organization look like it’s out of touch with the second decade of the 21st Century? Does your firm look like your parents are running it?
If you answer “YES” to these questions you may want to consider rebranding your organization.
We say “may” because a proper rebrand requires resources: time, money, commitment and cooperation.
Rebranding goes deeper than changing the logo or colors of your business. Since your brand is the experience consumers receive from interaction with your firm, rebranding requires adapting that experience at all levels.