Photo by Nick Fewings on Unsplash

5 Signs It’s Time to Rebrand.

Chief Osaretin Avbuluimen
2 min readMay 1, 2022

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  1. Your brand name no longer reflects your brand vision
    One of the most obvious signs, when to rebrand, is a suboptimal brand name. What seemed like a great name 10, 5, years ago now no longer represents what your brand is about.
  2. It’s hard to differentiate yourself from the competition
    When your brand starts looking like every other brand, it’s time to rebrand, because, at the end of the day, branding is all about competitive differentiation. But you’d be surprised how many companies are unable to communicate — or even identify — their key differentiators.
  3. Your brand is overly complicated
    If your brand is all over the place and without a unifying brand narrative or message then it’s time to rebrand. Now, keeping a brand focused over time is challenging, especially for large organizations that have many stakeholders with competing interests.
    It’s essential to understand all of these competing interests and find a silver balance between all of them and make develop it into one brand vision.
  4. Merger or Acquisition
    Mergers and acquisitions almost always involve some form of rebranding. A lot of times organisations fail to think through the architecture of both brands, which usually results in confusion that hurts both entities. Sometimes the solution can either be a combination of both brand names, a new brand name or a retainer of one brand name.
  5. Negative Perception
    When a brand has a negative reputation, image or perception, it’s time to rebrand. A recent example is Facebook. It was so important for them to change the parent company name from Facebook to Meta because of the negative perception surrounding the Facebook app. However, on the bright side, the new name not only saves the company’s perception it also gives them the opportunity to do more.

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