Rebranding: When is it time?

Facebook’s new logo last week is a timely reminder that brands grow and change over time and that our logos should reflect that change.

For Facebook, it wasn’t a huge change. In fact, most people won’t even notice it. The “a” has changed and the new font is slightly slimmer. Josh Higgins, Facebook’s creative director, said that the company aimed to appear more “friendly and approachable. While we explored many directions, ultimately we decided that we only needed an update, and not a full redesign.”

This update is most likely a reflection that the Facebook brand is strong and perceived relatively well by its users, (so no need for a huge rebrand). But since 85% of their users now access Facebook from a mobile device, ensuring that their logo is easy to read on a small screen is incredibly important.

So when should you consider rebranding?

Companies generally rebrand to match the internal change in the organisation or to signify a change to the outside world. Eg. Smaller businesses want to look more professional; large businesses want to look less corporate and more friendly; the business is expanding to new areas; the name no longer fits who you are or perhaps you just want to reflect that your business is modern and keeping with current trends. So ask yourself, What’s different about my brand/logo now, than when it was developed? What do I want to change?

For Facebook, they are evolving their logo to stay in touch with their customers and ensure the brand is easy to recognise in their primary medium.

What about you? Here are a few questions to think about if you are considering a rebrand:

What does your current brand say? What do you want to change it to? Perhaps your business has changed over time (you’ve introduced new product lines, merged with another company, or see that you need to have a different focus to be relevant to more consumers . Or perhaps you need to revitalise your brand by letting people know that your business has new management that has different values than the last one.

Has there been a change in the environment or marketplace that you need to address? Eg. New competitors have grown and have become dominant; new technologies are changing your strategy

Has your customer changed? Eg. Older, younger, more tech savvy; How have their needs/desires changed? ; Is my brand as relevant as it can be to consumers?

Is the goal of our rebrand – to alter perceptions slightly (evolution) or to make people thing very differently about our brand (revolution)

For some businesses, speaking to consumers and your employees to understand what they think about their brand is a good way to see where you stand. You may find that you don’t need to rebrand yet, or that you just need a “tweak” as Facebook did.   However, it is important to review your brand and logo and ensure that it is communicating the message that you want it to every few years.   If things have changed since it was developed, a rebrand can be just the thing to help you change or revitalise your image and become the business that you are or that want to become.

Interested in learning more about rebranding and the brand development process? We’ve got decades of experience in helping businesses rebrand and market their business. Our Power of the Brand ebook will demonstrate a number of our “Revolution” and “Evolution” rebrands. Contact Us to learn more today.

Leave a Reply

  • (will not be published)

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>