Rebranding is one of the most important steps for a business that is maturing. Rebranding can help your business gain a new identity or revamp the old one to accommodate new clients and prospects. The rebranding also helps your business stand out and be relevant to the current times. Business values can also be strengthened by rebranding. However, there are a few questions every rebrand needs to ask before taking the important drastic step.

Before rebranding, it is imperative that you lay the foundation and plans your approach. Firstly, it is important to recognise why you want to rebrand your business. A rebrand shouldn’t be a simple colour change or a new logo administration. However, there are a few questions to ask before business rebranding.

1. Provenance

As stated earlier, rebranding is more than a simple logo change. First, you have to choose a brand that aptly displays your company’s values and the story behind it. Ask your employees and patrons if they have a clear idea of your business, its origins, and its struggles. Next, determine a mission statement and assess whether your business is abiding by the statement. Next, identify the customer’s problems and pinpoint the source of the issue. Then, learn why customers want to buy your product and attempt to amplify the cause. Ensuring the answers to these points will help your business align with the target audience better and gel with your employees. Finally, identify the message you want your business to portray and visualise it.

2. Customer’s Reasons

An important question to ask before rebranding is the customer’s reason to buy from your company. At the start of the company’s business, your primary customer expectations and reality were very different from the current scenario. As a result, it is vital to understand the customer’s expectations and widen your knowledge about your buyer’s persona. You should find out what the customer expects from you and tally it with your expectations from them. If the expectations don’t match, then you might need to showcase your brand differently than when done in the past. It is important to attract the right crowd. Also, it is imperative that your knowledge is based on research and not on mere assumptions. Interview a few of your clients and put a rigorous customer review system. Read and hone in on the reviews and feedbacks.

3. Learn the Competition

Most businesses fail to change with time. They fail to identify the competition and see where they are lacking. Identify the competition and find where they are lacking and where do they excel?

It is necessary to know your strengths and weaknesses, but if you are losing market share to your competition, it is time to find the differentiating factors. Look at their logos, colour schemes, idiosyncrasies, etc. Making a side-by-side comparison is also a great idea. Make a list of the questions you need to answer and the marketing improvements you have to make.

4. Content Assessment

The last important question to ask before rebranding is the viability of the content generated. Once you build a brand that resonates with your audience, check if the brand content reaches the client. Finally, the colour scheme of the brand and its content should be assessed. Try not to use dull colours or very bright ones. A few great tips would include:

• Colour Contrast: Make sure that the content produced has an eye-soothing colour contrast. Choose colours that are visible to slightly visually challenged people as well.
• Fonts: Choose fonts that match your brand and portrays the right message. There are many great fonts in the market, but not every font will aptly match your brand.

These questions are very important for any business to stick to its roots. These are the questions that every rebrand needs to ask. Rebranding is not always a costly affair. Sometimes rebranding can be as simple as a logo change, and sometimes a full company revamp might be necessary. Understand the depth of change your business needs and the importance of that change. Create a timeless design that will resonate with your business and your company values.