The Market Changes
You want your branding to be effective for the audience that you’re trying to attract. If you’re beginning to notice that your branding no longer matches your marketing goals, it may be time to rebrand. For instance, McDonald’s succeeded at reaching an older demographic by replacing their playhouses and cartoon mascots with a toned-down color palette and a modern exterior. If your branding isn’t relating to consumers, you may need to reassess your branding strategy.
The way you present your company should be clear and relevant to the brand. If the branding doesn’t make sense for your business, you may be outgrowing your old image. However, outdated branding may not be the only reason a business decides to alter its image. Many companies use this strategy to try to recover from a negative reputation. After the damaging documentary “Super Size Me” showed consumers how unhealthy their food was, McDonald’s had to add healthier menu items and change their motto to be perceived more positively.
Evolving with the times is essential to staying relevant and maintaining a modern image because you don’t want consumers to think your business is out of touch. However, it is also important not to stray too far from the original idea behind the branding. You don’t want to confuse your audience with inconsistent branding. If you feel that your branding has become overly complicated, you may want to consider a rebrand that involves a more simplified and consistent approach (we did).
To sum up, there are many different reasons your business might need to rebrand, such as adjusting your marketing to your target audience to ensure that you’re catering to the intended demographic or making necessary changes to the brand to maintain a strong reputation. Staying true to your vision helps to prevent inconsistencies.