September 22nd, 2014

Now more than ever, there’s pressure to quickly adapt to changes in your industry, product and audience. So, how do keep your brand remains relevant? And, how do you know if it’s time to rebrand?

Most brands have gone through a rebrand at some point. Check out our how our brand has evolved:


Recently, we also did a rebrand for Invite Cottage. Take a look at the before and after!


Knowing when to refresh your brand isn’t an exact science. However, there are a handful of factors to guide your rebranding decision. Let’s take a closer look at a few common reasons for a new brand.

1. Changing of the guard
Brands are commonly linked to a company’s leader, particularly in privately held organizations where the brand embodies a founder’s personality. This generational shift is usually about more than the brand; it also affects change in operations, human resources and technology. A new identity is one way to accommodate the transition.

2. Spring cleaning

Brands like Starbucks, JC Penney and the Associated Press seize opportunities to refresh their identity. Regardless of company size, it’s challenging to stay contemporary and fresh. When a complete rebrand is impractical, a common tactic is to “up-brand” or refresh the company’s identity. Rejuvenating the basic elements – such as colors, typeface, or logo treatment – can honor your past and embrace the future.

3. Searching for relevance
Things change … including your customers. As consumer behavior evolves, so should your brand. With an ever-expanding choice for your audience, it’s paramount to stay relevant. A proactive, new brand is more efficient than fighting for client retention once your audience has switched.

5. It’s not you. It’s me.
“Repositioning” a brand is more than academic theory. As a company grows, its brand can change and stand for something different from its humble beginnings. Brands advance to reach new audiences; the challenge is to introduce a position that resonates and connects them.

Simply put: make sure your brand is an asset that should work for you. When your organization is facing change, don’t take a rebrand lightly.

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