“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” –Seth Godin.
Seth Godin’s definition of a brand says it best. It’s the combined expectations, memories, relationships, and stories that put together create an experience. It’s how a customer feels after walking away from you brand.
What is A Rebrand?
While the visual experience (fonts, colors, imagery) are all a part of that. Your brand is so much more. It’s the customer service, the quality of product, and the user experience that all go into a brand.
So when a brand asks me, when is it time for a brand makeover? I would answer, when the experience of your brand is no longer serving your customers.
Let me explain.
Your fonts and colors and even logo will most likely go along with whatever is In fashion by design standards. But those change quickly and it’s not cost effective to change your look every year. Nor will you be able to build brand recognition.
No, the time to update your brand is when your website isn’t clear on what you do and the user experience is lacking; You transition to new products or services; the story behind your why changes.
Essentially when the expectations are changing or need to change, it’s time for a rebrand.
When To Rebrand
- The website you have doesn’t clearly help you customers to convert or it doesn’t explain what you do. The expectation of customer service or ease of use isn’t being reached.
- You completely change products changing the expectation of what you can buy
- You are trying to reach a different market completely and therefore need to match the expectations of that new audience.
All of these are moments for a rebrand. A time to get clear in you message and make sure that the experience of your brand is intentional.
What Goes Into A Rebrand
So, what do you need to do when you rebrand? The good news is, whatever you want. It could just be a website face lift. It could be a restart from top to bottom (New logo, new site, new messaging, new products, new pricing).
2020 was a huge rebrand year for a lot of businesses. They had to shift their businesses to mostly online or to new products entirely this. If they’re sticking with these new products then 2021 might be the right time to update your branding (whether a website overhaul or a complete makeover) to update the expectations of your customers.
Thinking it might be time for a brand overhaul? Sign up for my Brand Review before or after the transition and find out just what the user experience is of your brand. These insights from an expert are a game changer in understanding your customer’s journey!
