The summary —
- When should I rebrand? It isn't easy to know, but a brand audit can help.
- How much does a rebrand cost? Between $2k and $100k depending on deliverables
- Do I need a brand refresh? 6 reasons you might be interested in a refresh
- Do I need a rebrand? 7 reasons that might resonate with you - name change, rapid growth, mergers/acquisitions, bad press, poor brand strategy
Martin, when should I rebrand? How much does a rebrand cost?
We often have clients bashing at our door, holding up ramshackle brands that are wearing out faster than a Rolling Stones tee. Sure, they fit like a new pair of undies, but lack vitality and smell funky.
Let's start with some context and why you might want to rebrand.
I've worked with two clients for about five years. One is a service-based sports business, and the other is a hospitality business, so it's product-based. I've designed websites, sales documents, and adverts, photographed them, and managed the two brands.
Nothing unusual there.
These two businesses work hand in hand under the same roof, and they are struggling to market both companies. One brand has been there since the beginning, and the other was a complementary business that got a separate brand.
They suggested I merge one brand into the original brand, cutting down on admin, having just one website, and positioning themselves for the expected evolution over the next 2-3 years. They are adding modular accommodation to the business, so they need flexibility.
That sounds easy, huh? When you morph an existing brand into another, you weaken both positions instead of making the new one stand out.
There are pitfalls here. You have an existing reputation to manage, and customers have expectations and opinions on both brands. It can never be as simple as redirecting traffic. In this instance, I'd sit down with both teams, do a brand audit, hold a brand strategy workshop, and, after some customer and market research, move into creating the rebrand.
What can you expect to pay? Every agency has different values based on experience, the time it's taken them, and deliverables. You'd be looking at somewhere in the low range of $2,000 or high range of $100,000.
*Enter stage right: Rebranding*
A refresh can be a subtle evolution, but rebranding can be a DRAMATIC revolution.
Do I need a brand refresh?
Brand refreshes are the subtle extraction of brand DNA, the foundations of what makes your brand tick, and the tone of voice you currently have, paired with a new, scorching-hot brand identity. Aka Brand Refresh.
And there are several reasons you might want to refresh your brand:
- You don't like your brand's appearance.
- You don't stand out from competitors.
- You're embarrassed to show it off.
- You want to attract new audiences.
- You want to raise your prices.
- You apologise for having a bad website.
None of these things mean that we need to take you in for full-on brand surgery. These are more superficial problems that are either confidence-related or that you've become a little tired after using the same identity for more than 7 years.
Do I need a rebrand?
It's time to peg our noses, grab a pair of kitchen tongs, and jostle that holey t-shirt into a bin liner, aka Full Rebrand.
Rebrands need to empathise with customers, consider the business's needs, and find a creative solution that addresses all of them. The rebrand aims to help your marketing reconnect with your audience in a fresh, meaningful way.
A rebrand is a purposeful tool that can alter perceptions quicker than a huntsman spider escapes Tupperware.
They're about redesigning and rewriting a compelling brand story. It's not slapping a bad-ass logo on your business and hoping for the best. It's about digging deeper and redefining the brand's position against competitors.
In an evolving world of Customer Value Propositions (CVPs) and employer Value Propositions (EVPs) — why customers buy from you and why staff want to work for you — a brand cannot remain the same throughout its lifespan. A rebrand might happen in 7-10 years. Other businesses that are reliant on word-of-mouth and solid relationships can stretch that to 15-20 years.
Rebrands can keep you current with consumers' evolving needs.
If your brand stinks - it needs a refresh
Like a festering seafood market on a balmy 35C+ day, it's important to freshen up the fish display to remain relevant. It's possible to keep things fresh, celebrate your heritage and inject new life into it.
It's a trick successful brands use to adapt and evolve. Keeping their audience interested in a changing marketplace.
Even some of the best-known brands have concluded that their visual identity looks closer to a century egg than a Faberge egg.
These all rebranded at some point.
- Apple Computers become Apple.
- Facebook became Meta.
- Google became Alphabet.
- All the car manufacturers rebranded: Kia, VW, Nissan, and Jaguar. The evolution of electric vehicles likely accelerated the need for rebrands.
So when's the right time to rebrand? To evolve? Revolutionise that fading t-shirt? Don't panic. We'll take you through five reasons to rebrand.
Your brand name no longer fits
You thought it was a great idea to call your brand Pen Island until you started writing your URL onto promotional material – admittedly, Penis Land does have quite the impact; I'm just not sure it will help sell your pens.
All jokes aside, aligning a new name with a brand identity is essential.
Your brand name needs to be:
- Strategic – aligned to your brand's objective. Will it connect to the audience?
- Meaningful – aligned with your values and how you want to be perceived.
- Available – Can you get the name in a URL, Social Media handles, and is it trademarked?
- Recognisable – Does it stand out? Does another brand use it?
- Easy to say – Is it clear, easy to pronounce and search online?
- Catchy – can the name spark a reaction and be remembered?
Your business model changed or grew rapidly
We see it a lot. One little squirt of expanding foam and that brand charges forward until bits break off. Leaving you with blobs of 'brand' in unexpected places. It can get fragmented.
What started life as a side hustle — with a DIY logo (knocked up by your neighbour's cousin, Terry) — morphed into a pirated website template by his friend Genevieve.
Before you know it, that unwieldy foam blob needs reshaping into something that doesn't represent Jabba the Hutt.
As your business changes, so should your brand.
Your brand is on an unpredictable journey to a new place
Step aside, Chat GPT. We don't need your predictable responses or lack of creativity. Our ability to innovate and make fudge-ups sets us apart from the bots.
You added products and services and got rid of them to narrow down and focus on what made you great.
But your business is wildly different now. It's time to plot a new course—new goals, partnerships, and results buoy you.
You need to drag your branding with you to contain the vision and keep its collective sh*t together.
Your brand needs to divert attention from lousy press, aka, it's on Santa's naughty list
After some risqué moves, your brand has slid onto Santa's naughty list. A rebrand to steer its spicy nature elsewhere is a priority if you want to avoid negative press.
A better strategy is not to bury the bad press but to admit your faults, patch problems, and explain why a rebrand is necessary.
It's to help guide and re-adjust perceptions without being seen as disingenuous or sneaky.
Don't get us wrong. It's not simple. Restoring trust and changing perceptions after the damage isn't easy, but demonstrating to your audience that you've evolved and grown from a disobedient delinquent to a courteous company can be as simple as refreshing your visual look and feel.
You can start rebuilding that brand as long as you can psychologically show that you've grown and changed (and can keep it up).
Your brand is being acquired or merging with another company
A conglomerate moves in to buy you, and all that growth and evolution leads to sewing together products, services, messaging, and staff to make a frankenbrand. This contrasting and complex brand confuses the audience.
You must decide whether to continue as two brands or rebrand to a single brand and communicate the changes to your customers.
Sometimes, the best thing to do is consolidate your strategy and visual identity and listen to staff to streamline that growth.
Your brand lacks an emotional response
Brands lacking emotions aren't uncommon; it's a new concept. Most brands focus on their brand's functional and philosophical benefits.
People often view emotional benefits as a bit woo-woo, but a half-decent brand strategist will always find a way to differentiate their clients.
Our brains act as filters to protect us from too much information. So, we stand out when we differentiate our brands by using emotions or a particular colour/font.
We crave entertainment, joy, and stories that cause transformation. So, to engage customers, we need to uncover these transformations.
We've created a special download to help brands do this – look at the Emotional Branding AI Robot to help you uncover your brand's superpowers.
When should I rebrand?
The things you need to ask yourself are – what's my biggest, single challenge right now? And how do I overcome it?
You might be pleasantly surprised to know I've been in this position.
I started a company called Martin Sully Design back in 2014, which offered graphic design.
Gradually, I embraced opportunities to take my design further towards identity design, which naturally evolved into strategic branding, and using photography to tell the story. Wrapping it all up in website design. I brought in experts in copywriting and web development to help me on certain projects.
I changed the name to Snapper Studio and positioned us as a full-service creative agency that cares.
Spelling out your problem is often the simplest way to find a solution, so you must be brutally honest with yourself.
