Click to watch as Bill walks through the 4 red flags that show you it is not a good time to rebrand!
“When is it a good time to rebrand and update your logo?” This is an important question, answered in this video, The 5 Indicators that it IS a Good time to Rebrand. An equally important question is, “When is it NOT time to rebrand?”
Below, read about The 4 Red-Flags: When it’s NOT Time to Rebrand. If rebranding your business is on the table, you should definitely be aware of these to avoid a rebranding disaster.
Red Flag 1: The Owner or CEO is Not 100% On-board with Rebranding
If the big boss doesn’t think it’s important, then don’t do it! Their buy-in is a must. If they oppose the idea, then help them see the light. Show them the clear financial benefits that solid branding brings to a business. Provide sound competitive rationale, as this is critical to get them on the same page. Otherwise, pushing it through may prove to be disastrous.
A strong brand is built from the top down. If the leadership is not yet on the same page, be patient. The worst thing you can do is coerce or strong-arm them into it.
We have seen this multiple times. Eager visionaries within the organization who are convinced that a rebranding is needed, persuade the leadership. Their silence is taken as an affirmative “let’s do this” — but once the branding firm is in full swing and the new identity concepts are being presented, leadership suddenly questions the process and rationale, and derails the whole project. Avoid this costly mistake by making sure they are 100% in favor before you rebrand.
Red Flag 2: You are Rebranding On An Impulse
If you are tempted to rush into a rebranding project because you have a tradeshow in 2 months or need to meet a short-term deadline, DON’T DO IT! Rebranding on a whim will be counter-productive, to say the least.
A rebrand is a commitment. It is foundational to the heart and soul of the business. This is not something that should be done impulsively and under pressure. Effective branding takes time to plan out, as it is a strategic part of your business’ success and a major key to a healthy company culture.
Give yourself at least 3 to 6 months for an entire rebranding project and launch period. You wouldn’t rush the building of the home you’d be living in for the next 20 years, so why would you rush the branding of your business?
Red Flag 3: The Key Decision-Makers are Too Busy to Rebrand
The saying “Rome wasn’t built in a day” conveys a commonsense approach to building something that lasts. The same idea goes for a distinctive, relevant, strategic, and culture-connected company brand.
Anything worth building—that’s going to have influence—is going to take time, and key people who know where they want to go, and how to get there.
An effective rebranding will require all key decision-makers to put skin in the game and to make their time available to invest in this all-too-critical process. Building a solid buy-in for a rebranding effort will take time, but it will be well worth it before you rebrand.
Clarifying, creating, and connecting a company’s brand is an intensive and time-consuming process. However, dedicating the time necessary to see a rebrand through to the end — and rolled out into the marketplace — is a very rewarding process.
Red Flag 4: There’s No Budget for an Effective Brand Launch
You need to let the world know about the big change in your company, rather than just letting it happen. This is going to take planning and resources. Here, you’ll want to budget for two rollouts: your Internal Launch and your Public Launch.
Your Internal Launch is where you will celebrate with your brand-building team while helping them internalize your unique difference and Brand Promise. Providing some good food, logo-tized gifts and wearables, and activities that assimilate the brand message is a great start to creating a consistent and passionate internal brand launch.
A Public Launch will include your network. This includes people who will be telling others about your rebranding and sharing the message. Your network may consist of strategic partners, vendors, sponsors, retired employees, local chamber board members, and nonprofit organizations that your company sponsors. Roll out your public brand launch through social media, updates on your website, and print campaigns.
Both brand rollouts will require some strategic thinking and resources. Present it to the world! Celebrate your refreshed vision, key differentiators, your superiority in the marketplace, and why you are now better than ever! Make it memorable so your employees, clients, and prospects will spread the news.
Heed the Red Flags before you plan to rebrand your business!
Moving into a rebrand ill-prepared or for the wrong reasons will cost you dearly if you don’t heed these red flags.
We live in a visual world, where people make judgments in the blink of an eye. When a business rebrands and upgrades its messaging and logo, it sends a powerful message into the marketplace. It creates momentum with employees, and excitement with clients and prospects.
When it is time to rebrand your business, do not cut corners! Your brand is more than a logo—it’s who you are and what you value. Your brand resides in the hearts and minds of the people you reach and it’s worth investing in.
It will be obvious if you rush a rebrand, thus negatively impacting your company for years to come. Serious companies will budget significant resources for branding their business, and there is a reason for it. They know that good, strategic branding is what builds credibility and is remembered—which are the two goals of branding! Do this, and leave a remarkable, lasting first impression.
If you have a question or want to talk about branding, let us know, we’d love to hear from you.
Remember, any business that means business will look like it, so be a remarkable brand!
