A company’s brand refers to more than a mark or visual system assigned to a business. Brand encompasses a business’ audience, customer service, spirit and values. With this in mind, the decision to rebrand your company should be seen as an investment and should not be taken casually. Here is a quick checklist to help you decide if re-branding is a wise choice for your business:
Is it in the budget?
Building a brand is a full-fledged project that requires time, money, and energy from a business owner, so it is essential to ensure that you are able to dedicate time and effort to invest in this process. Hiring the right design team for your rebrand is a separate decision, which will factor into the financial side of your budget, as well.
Even if it does not seem like there is a budget for design, keep in mind that the most successful businesses use design to stay relevant in the marketplace. Creating the budget to establish your brand can pay off in the long run, and shows that you have considered a more dimensional aspect of the company’s presence.
Does your business have a lack of image/presence in the market?
Investing in your marketing materials shows your clients — current and prospective — that you are willing to go the extra step. Additionally, seeking help from a social media professional could help amp up your online presence and help you keep up with your client base as well as your competition.
What are your company’s core values? Does your world-facing brand encompass and project these values?
Hiring a professional designer to build the brand around your company’s culture and values is a must-have if you do not already feel that you have a brand system in place that ‘says it all’ in a succinct and iconic way.
Be careful to not let your brand rely on a merely trendy aesthetic, and make sure that your designer has taken time to learn about your company’s background and competition during the branding process.
Is your business reaching a broad enough audience?
Many companies go years without a well-prepared visual brand identity. If you don’t have a brand that is built to last through changing times, it would be a good time to get a second opinion on what could set you apart from everyone else.