How do you know if you should rebrand?

Rebranding is a strategy of changing the name, logo, design, or other identifying elements of your brand to form a new identity. If you want your company to stand out in the market and be remembered by your customers, a good visual identity must reflect your values, be impactful and have a differentiating factor from competing brands.

To give your brand a new visual identity, you must create a visual concept based on studies and knowledge about your target audience. Visual identity evolves over time as the characteristics of your audience and market change. This should convey your company’s main messages and have the elements that cannot be missing in the representation of your business.

If you already have a visual identity but are not achieving the desired market positioning or if your company has undergone a change in product direction, a visual change to the brand is necessary so that it reflects the new reality of the business.

There are several reasons why you should look into rebranding, whether you want to take your brand in a completely different direction or simply expand your business with a brand that reflects your core values.

If you only have a logo without formal guidelines on how to use it, you should opt for a rebrand, in order to structure the brand’s entire visual identity so that it always appears coherent. Proper branding should always come with a style guide that outlines exactly how to use the visual elements that have been created for your brand.

It is necessary to change the visual image of the brand to reach the public’s evolution. Your visual identity must be aligned with the evolution of your target audience. In the cases mentioned above, it is very important to change the visual identity of your business so that it does not lose its audience and market presence.