Rebranding

Rebranding: How To Know When It’s Time To Hit Ctrl+R

Rebranding is a huge decision, but sometimes it’s essential to the long-term success of your business. Regardless of how crucial it may be, that makes it no less daunting! If you’re wondering where to begin, contact The Carpenter’s Wife. We specialise in rebranding in Melbourne, so we can make the process far less intimidating! As for when to rebrand, there are a few telltale signs that your business is ready to hit Ctrl+R, so make sure to keep an eye out for them as you continue to grow.

Your Business Has Outgrown Your Brand

You may have started as a small mum-and-dad business in your local area, but if business is booming and you’ve opened a few more stores, it may be time to consider rebranding to reflect your new business model. Your brand needs to reflect the way the business operates behind the scenes. So, let’s use an example.

Say you were making hot sauce and selling it at the markets and a considerable part of your brand is promoting how everything is handmade at home. Now let’s say people love your sauce and you’ve progressed from your market stall to stocking your sauce in shops all over Victoria. You no longer make the sauce in your kitchen, instead of hiring a production factory to create your recipe en masse. It might be time to rebrand to reflect the operations side of your business a little better. After all, your authenticity is what customers really love! Rebranding can also help you;

  • Raise your prices. Trying to increase your prices is always tricky, especially if your customers think they’re getting a fantastic product at a really low price. Rebranding can help you introduce those price increases quickly and efficiently.
  • Attract new talent. If you need to hire new people and you’re looking for the creme de la creme, a rebrand can show recruits you’re serious about expansion. It may attract a higher calibre of candidate for you to choose.
  • Simplify your offerings. If you started out with your line of hot sauce and that was the focus of your branding, it may be confusing now you’ve added aprons, relishes, recipe books, and a range of other products to the brand. A rebrand launch allows you to consolidate your products and work out a future-proof brand.

You’re Struggling To Differentiate

If you’re looking at your competitors and you can’t see a clear differentiation between your brand and theirs, it may be time to seek the help of The Carpenter’s Wife rebranding service. When you need to differentiate your business, you need to sit back and look for your unique selling point. What is it about your business that makes it unique? Is it the products? The customer service experience? Or perhaps it’s the overall experience of using your products? Whatever sets you apart, capitalise on that and restructure your brand to reflect the point of differentiation. In other words, embrace your differences!

Your Business Has Just… Evolved

Sometimes a business starts in one place and evolves naturally into something new and unexpected. Take Uber, for example. Uber began as UberCab in 2010, a service that charged more than a taxi and allowed customers to hail black luxury cars with their smartphones. It has gradually evolved into a ridesharing company and a food delivery service, and it has plans of investing in the future of driverless cars. Back in 2010, we’ll bet UberCab didn’t foresee the evolution of the company in this direction. However, they did adapt as they grew, and have rebranded a total of 4 times as part of their natural evolution. You can tell your brand is evolving if;

  • You’re expanding internationally. You need to make sure people understand your brand on a global scale, which may mean revising your logo, colour palette, and tone.
  • You’re taking on more social responsibility. Suppose your brand has evolved to a point where you can incorporate charitable acts/donations into your business model. In that case, you may want to consider rebranding to inform potential customers about these changes.
  • You’re merging or undergoing acquisition. If your business merged or underwent acquisition, you might not be able to retain your old branding. The Carpenter’s Wife has a specialised rebranding service to help your business undergo the changes required for a successful merger.

Reputation Management

Sometimes, things go wrong. They can go wrong for so many reasons, but when they go catastrophically wrong, you may want to consider rebranding as a means of moving forward. However, you shouldn’t rebrand just to cover up a scandal. Make sure you own up to any wrong-doings before attempting to rebrand your business. You can rebrand to manage your reputation if;

  • Your brand has been implicated in an event out of your control. If your products and services have been used for criminal or immoral activities outside of your control, you may want to consider rebranding to prevent your business’s reputation faring poorly.
  • Your brand name is being used negatively. If your brand’s name has been adopted as a nickname or title for something you’d rather not be associated with, you need to organise a quick rebrand launch.
  • Long after a crisis. If your business is going through a crisis or scandal, it’s important to own up to it and make amends. However, if quite some time has passed and you’re struggling to earn back the trust and support of your customers, you may need to rebrand. A fresh start gives you some distance from the incident and allows your business to start over.

Wrong Reasons To Consider Rebranding

Rebranding is a big decision, and one shouldn’t take it too lightly. Therefore, you should avoid rebranding your business if your motives are;

  • You’re bored. You might want to freshen up the colours and typography, but if your customers aren’t ready for your rebrand, you might alienate them with the sudden change. Besides, the elements you may be bored with could be just the thing your customers love so dearly.
  • Control. If you’ve just acquired a company, you should only rebrand if you believe you genuinely need to do so. You may be looking for a clean slate or to put your spin on the business, but don’t rebrand just for the sake of it.
  • Publicity. If you’re looking for attention to boost your sales or to get people talking, trust us when we say that the press attention you’ll get from a rebrand is short-lived. People will only come to your business if they see value in their offering. Unless you’re Apple, Hermes, or Mercedes, they’re not coming to your business for your brand. If your sales are lacking, look to alter other aspects of your business before you touch your brand.

Why Choose The Carpenter’s Wife For Rebranding Services?

If you’re looking to hit Ctrl+R on your brand, enlist the help of The Carpenter’s Wife for your rebrand launch. When it comes to rebranding in Melbourne, we know our stuff. We’re the experts in solving communications problems, and we believe one of the best ways to communicate is via a strong, memorable brand identity. If your brand just isn’t working for you anymore, contact The Carpenter’s Wife today for guidance on a rebranding strategy.