To Rebrand or Not To Rebrand

Hi, Lisa here from Wheelie Creative. Lately, we have had a lot of business owners coming into our office trying to figure out if they need to re-brand their existing companies. They already have established businesses with varying levels of success, and they want to know if changing things up is a good or bad idea. In my opinion, it could go either way. Ready to geek out with me for a few minutes? Let's talk it out:

Um...What exactly is a rebrand?Simply put, rebranding is taking an existing company's image and changing it so people see the company in a fresh, new light. 
It is a strategy in which a new logo, colors, verbiage, or even a new name (or combination of these) is created for an established brand with the goal of developing a new identity in the minds of consumers, investors, and competitors.

Rebrands are a lot of fun for us at Wheelie because at this stage in the game, these are not startup companies with crazy-limited budgets, so we get to design our brains out. (With a helmet on, of course.) Our wildest ideas are almost always extremely well-received and written into our clients' rebrand budgets. We get to be extra creative, and rebrands are equally as fun for the business owners because they get to see their companies with exciting, new eyes.

I don't think everyone should rebrand, though, and I'll be honest when people ask me about it. 

When you should NOT rebrand your company:

1. Your business is kicking ass.
Don't just rebrand your biz because you're bored with your logo. If it's working, then it's working. If you want to rebrand your business out of boredom, you might lose some customer recognition and loyalty, and you don't want to do that.

2. Your main business problem is internal, not external.
Giving your business a visual makeover is not going to fix internal problems. Having the right systems, employees, and products in place first is the backbone to a healthy, happy business. Make sure you're dialed internally first. Then revisit your external branding.

3.You don't have the budget to do it right.
Rebranding is a big deal. If you do it, you need to represent your new brand across EVERYTHING in your business so people understand the shift. This means your website, biz cards, sign, brochures, social media banners, all marketing materials, employee uniforms, etc. You can't just change one item at a time, or people will be very confused. With rebrands, you have to go big, and hit every single item your business puts out.

4. New management, but that's the only change.
Sometimes new managers want to make an exiting business feel like their own, but if the goals, vision, products, quality, etc. hasn't changed, then don't change the look of the brand.

When you SHOULD rebrand your company:

1. You are somewhat steadily losing a lot of business to your competitors.
At this point, you have to take a step back and figure out what your brand is visually saying to people, and why they are choosing your competition over you. It might be time to modernize your logo, or step up your game.

2. You are leveling up.
The logo your friend's kid made you just isn't working for you now that you are growing, succeeding, and ready to define your company as the badass business that it is. (We adore this situation at Wheelie. There's unlimited stoke surrounding this decision for everyone involved. Lots of high fives.)

3. You are changing what you offer in a big way.

• Maybe you are a gear shop that stopped selling bicycles and started selling guiding services instead.
• Maybe you're a snowboard shop that started making your own boards and want to transition out of selling other brands' boards.
• You aren't solo anymore, but are hiring employees and going from freelancing to running a growing business.

This is the perfect time to rebrand and ensure that what you offer matches what your branding says you offer. 

4. You want to change your target audience.
This is pretty common. Companies want to attract a more specific audience. Or a younger audience. Or an older audience. Rebranding is a great way to reinvigorate a company and show it to a new group of people in a professional, exciting way.

5. Your logo looks like it was made in Microsoft Paint in 1996.
That's because it was made in Microsoft Paint in 1996. It's time. You gotta update that thing. You want to refresh your business so your customers stay engaged and so your business and its offerings don't appear complacent and stale. (But look how many years it worked for you. Good job, Microsoft Paint. And now it's time...to...let...go. No seriously, let go. Your whiteknuckle grip on that old logo is scaring me.)


Whether you rebrand or not, remember that your brand tells the world who you are and what you do. Make sure it's accurate, consistent, and representative of your values. 
That's all I have today.

Enjoy your Sunday, and props to all those business-owning Dads out there! 
Happy Father's Day.
(And Summer Solstice, Longest Day of the Year!)
(And National Go Skateboarding Day.)
But mostly Father's Day.

If you're questioning to rebrand or not to rebrand, we can run a brand audit on your company and give you our honest, professional opinion.
For free. Because they're fun.