I sat down with Commit’s Creative Director, Lanny Ward, to talk about when it may be time to rebrand your company and here’s what he had to say.
Melinda: What does it mean to rebrand?
Lanny: A lot of people think that a rebrand means a new logo, colors, fonts, things like that. But in reality, rebranding is much more. Think of a brand as a personality with certain traits. How would they talk? How would they think, what do they believe? What are their unique attributes? Once you figure out those things, then yeah, you can work on those external things that people see.
Melinda: When should you rebrand your company?
Lanny: Well, one of the most obvious reasons is when your look is dated. If your logo, graphics, tone, and the message is outdated with your current audience, it’s time to consider rebranding. But like I said before, it’s not just about changing your fonts and updating your marketing materials, it’s about expressing your brand’s essence in a unique and meaningful way.
Melinda: What’s the first step to rebranding?
Lanny: The first step to rebranding is to consider whether you need to hire a marketing agency or if your internal marketing team is capable of handling it. Basically, you’ll want to go back to the basics and disassemble all the things that you think may be important and reassess them. It may also be necessary to hire a research firm to help you better understand your current audience. Once you have a better grasp of your audience, you can determine how to speak to them in your brand voice, which will help you make that connection.
Melinda: What are other reasons to rebrand?
Lanny: Aside from being outdated, there are plenty of other reasons to rebrand. For example, any change in your company, whether that be a shift in leadership or taking on new ventures, can throw off your overall focus. This would warrant a rebrand because you’ll want to figure out your collaborative voice to stay consistent.
Another reason to rebrand is to stay ahead of the competition. New brands can sometimes do a great job of being “lean and mean”, threatening to pass you up. They may have disruptive technologies that you haven’t even given a second thought to. This would be the time to refocus and figure out how to stay one step ahead of the game.
Lastly, a company should consider a rebrand when consumer’s expectations have changed. There’s a big difference between expectations 30 years ago and today. People want to feel connected and engaged with the brand. They want something to believe in—something that has value and is meaningful. It’s a much bigger deal than you think.
Melinda: Anything else to add?
Lanny: Sure. No matter how big or small your company is, it all comes down to clearly expressing your company’s core values, having a consistent voice, and staying ahead of the competition by being true to who you are.
Is your company in need of a rebrand? We can help. Reach out to us today, we’d love to hear from you.
Commit Agency is a full-service advertising agency located in the Phoenix, Ariz., metro area that believes thoughtfully designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing.