How often should you rebrand?

Subject to the type of business you are in about every 7 years is considered the right time. If you are lucky enough to own a McDonalds franchise, it hasn’t rebranded for over 40 years in Australia. The Yellow “M” is an icon that has built brand equity over time and has been a driving force over the years for McDonalds success. If you however, own a retail store or a Real Estate agency, a brand repositioning can be very effective way of keeping in front of your competitors. It is very important to seek the right advice. Many rebrands can loose market share if not designed correctly.

What are the benefits of rebranding?

The major benefit would be giving your business a new lease of life. It is amazing how a rebrand can give your business new enthusiasm. Think about it, “Would you buy a new TV from a shop that looked a little dodgy, dark and uninviting”? Or would you buy from a recognised well known TV supplier that you know? The choice is simple. Make sure your business is inviting to new customers seeking your product or service. Make your business bright and cheerful and people will feel good visiting your shop. If you are successful in the rebrand and people are happy with the purchase and the customer service, chances are the customer will return. Isn’t that what its all about?

What should you change and what shouldn’t be changed?

When researching in the development stage of a rebrand, as designers we look at many factors like: How old is the logo?, what colours are being used and why? Who are the competitors? and what are they doing? Just to name a few… During the research stage, we will determine if any component of the old image has any brand equity. For example, the colour might play a significant role in attracting new customers to the product or service or the image may need modernising. These key factors will be discussed with the client prior to starting the rebrand project.

What % of your budget should you allow for rebranding?

Subject again to the type of business but my suggestion will always be “If you brand your business correctly in the first place, down the track you may only require a refresh”. Its hard to put a price on a rebrand and how much a company should allocate to spending but perhaps consider, If you don’t brand your business, it will be hard to make money. Competitors will over take you and look more inviting. Don’t get left behind, a rebrand is actually an investment in your business.

Are their colours I should avoid?

No not really. Different colours have different effects on people. So when selling your product or service, subject to the type of person you are attracting, there will be a suitable colour.

Can I use clip art in my logo?

My goodness! Clip art! Do you know how many rebrands I have done over the years as a result of the company or product using clip art? Hundreds….Why? Because the company have finally realised the need to make themselves look professional.

Clip art was created for using on your childs 7th Birthday invitation not branding your business. Over the years I have re branded a number of Dental Studios. Remember the silly molar image with a cartoon toothbrush as a sign for a dentist? Well I have changed many of them. Some of those original dental studio’s are now high quality, very professional practices. Clip art is for anyone to use. Many people may choose the same image. Then what?

Wouldn’t it be better to create a personal image that reflects the industry or profession you represent in a professional manner?