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Out with the Old, In with the New: Lessons in Rebranding

What You Must Consider in Rebranding

If you’re finding that your business falls flat no matter what you do, rebranding might be your best solution. A business is always evolving, and rebranding is typically an effective method to doing so. However, there are tons of decisions and side effects that come with rebranding. It’s good to gear your focus toward the main goal of rebranding when beginning. Listed here are six important questions you want to ask yourself before implementing the rebrand changes.


What do you want to achieve from your rebranding? Define the purpose of rebranding and make a clear list of goals. It’s important to identify your goals at the initial start of rebranding. It’s easy to jump ahead to tactics and all the exciting new changes you have in mind. However, establishing clear goals provides a better road map for how to get there.

Takeaway: Don’t develop the ‘how’ without first establishing the ‘why.’

What is your brand’s personality? This question is key, and one we always ask when working with a client. Imagine your business as a person and ask yourself what this person would be like. Are they loud and serious, or silly and light-hearted? Answering this question will put you on the right path for rebranding. You’ll establish a voice and a style to match your brand personality.

Takeaway: Learn about your company from an objective standpoint to understand its personality.

What does my target audience want? Examine the qualities your target audience wants in your business, so you can address them. At the end of the day, customers fuel your business, and you need to meet their needs. Put yourself in the eyes of the consumer, taking an objective standpoint, and try to define their needs. Understanding the needs of your target will make it easier to discover what’s necessary to rebrand.

Takeaway: Define the demographics and psychographics of your target audience to help define what they need.

What is not working? Detect the weak areas of your brand that aren’t helping drive sales. Clearly something isn’t fully working if you’ve turned to rebranding. Don’t feel discouraged, every business has weak spots, and rebranding is a good way to fix them. Look to your employees and possibly some of your stronger customer relationships for feedback. These people know your business well, and likely know some of the flaws in your business. Detecting what isn’t working is beneficial, because you can then find ways to improve those areas.

Takeaway: If it’s not working, change it.

What is working? Simultaneously, consider what is working for your brand. It’s likely some aspects of your company work well for you. Refrain from changing these aspects. Rebranding shouldn’t demand changing every part of your brand. Knowing what works also allows you to keep your attention in the areas that don’t work, the areas that need it most.

Takeaway: Don’t fix what’s not broken.

What is your competitors’ branding like? You must know what your competitors are doing so you always stay ahead. Find your position in your market, establish it in the rebrand, and make it stand out. Further, take a look at some of your highest competitors’ designs- what do they look like? Of course, don’t do exactly what they did, but use that knowledge to adapt and change to the industry image.

Takeaway: Know your competitors in order to beat them.


These six questions only touch base on a small part of important rebranding lessens. As a full-service marketing firm, we do rebranding all the time. By now, we’re informed on all the right questions to ask. We know how to craft a rebrand to meet business goals. We’d love to work with your business and create a rebrand that transforms your company. Contact us today!