I’ve been approached many times by entrepreneurs who feel that they just know when they need to rebrand. Sometimes they’re right, but sometimes they’re wrong – but it usually helps spark the question and discussion of ‘when is it a good time to rebrand?’
Rebranding should depend on your motivation for such an undertaking. To effectively answer the question, we should revisit the basics of building a strong brand. A strong brand is the result of consistently delivering your brand promise over a period of time. It’s all about building trust with your personas and emotionally connecting your brand with their values.
But like most things in life, brands tend to live their course when trends and technology evolve. People’s needs and perceptions change and brands must learn to adapt to survive. The most successful brands are the ones who are attentive to these changes and are constantly adapting at the same pace. In doing so, consumers never really see any drastic change in the brand and it always remains relevant and true in their minds.
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