To Rebrand, or not to Rebrand? That is the question.
WITH so many avenues for stakeholders to engage with companies these days, it has never been more important to have a strong and consistent brand. Your brand is your company’s character or personality and how you communicate your brand persona to the world is of vital importance. Just like presenting yourself to someone for the first time, you always want to put your best foot forward and give people an insight into who you are and how you operate. A brand also needs to to reflect the company’s values and mission, it will carry a promise that articulates what it can offer and how it will go about adding value to the relationship. A brands corporate identity is the visual face of the brand carrying the company logo, colours and specific visual assets that encapsulate the brand and provide its tangible representation to the public. Brands are recognised and remembered by their identities. Every now and then, a business comes to the cross roads of deciding whether to rebrand in some form or another. Whether it be a complete brand overhaul or just an identity refresh, there are a number of reasons why you should rebrand and also some reasons why you shouldn’t. Either way, the decision is not something to be taken lightly. Whether it be evolution or revolution, the decision has a significant impact on not only your stakeholders perceptions, it also has a direct impact on your bottom line.