Your brand is the voice of your business.
Today, it goes beyond a clever tagline, logo, and name – it’s how consumers perceive you when they think of your company and its services; it’s the picture your users paint in their heads when they describe you to their friends.
At the core of this lies your brand identity – the driver of all of your company’s communications. But when your audience or company values evolve, your identity can become misaligned with how your customers see you.
When done at the right time, it’s a good idea to rebrand. If you’re not sure if now’s the time, here are 8 telltale sign you need to rebrand with an empathetic approach.
1) You’ve Outgrown the Brand
More often than not, a rebrand happens when your organization outgrows itself. This can be the result of rapidly scaling, taking on clients in different industries, significantly expanding on a product line or service area.
Sometimes, your core message can get lost in the shuffle. A rebrand can help position your organization to better compete in its industry and connect with new people; the empathy play is ensuring that the introduction and delivery of your new products, services and solutions accurately reflects your mission, vision and values.
2) Your Company No Longer Reflects its Mission
As you grow, it’s normal for company values and mission to change. When this happens, you want to make sure your brand keeps up with the change. If you feel like this has happened in your organization, a rebrand may help demonstrate your new purpose, connect with new prospects and remind your existing clients and customers that your brand cares.
3) You Want to Set Your Brand Apart
If your industry has been feeling a bit over-saturated recently, you should consider using an empathetic rebranding strategy. Business growth comes in curves, and at some point, you might experience stagnation.
An empathic rebranding helps you stand out from your competitors by connecting directly with your clients. Positioning yourself as the brand that is “different” is a crucial long-term strategy. Once your businesses had been defined and acknowledged, you can capitalize on making sales and delivering unparalleled customer service.
4) You Want to Appeal to a New Audience
“Millennials” – their likes, dislikes, and the “brands they’re killing” have been the hot-button topic as of late. They’re the latest generation to saturate the job market, and they spend their money very carefully. As a business, these are the trends you need to be aware of and on which you should take action.
If you want to make a demographic shift, you should appeal to new clients by employing empathetic branding. In this way, you’ll ensure that you remain true to your business’ core mission and values, but you’ll learn about what really matters to this new audience and be better positioned to appeal to them with engaging, meaningful messaging.
5) You Want to Attract New Talent
The best brands attract the best talent. If you can’t comprehend why your recruiting efforts are not yielding the expected quality of applicants, then it’s probably time to rebrand with your candidates in mind.
For you to drive your business forward, you will require creative and forward-thinking talent in your organization. An empathetic rebrand allows you to not just redefine yourselves to your clients, but also to your employees.
6) Your Website Design and/or Business Card Leaves You Cringing
This happens more often than you might imagine. If you’ve been using the same template on your business card for several years, opting to refresh is a must.
Website design relates directly to the user experience. A modern site is easy to navigate, aesthetically pleasing, bold and innovative. In addition to user experience elements, an empathetic approach means including or excluding components that matter – or don’t – to your specific users.
7) You are Undergoing an Acquisition or a Merger
Most businesses strive for growth, but when it does not occur naturally, it’s okay to consider a merger or an acquisition. When companies enter into these deals, new identities are acquired, and it’s necessary to define a new identity as a combination of the old and the new.
Mergers and acquisitions should be taken as ideal opportunities for companies to rebrand. If you don’t determine your identity during a merger or acquisition, your clients, customers and audiences won’t know the value of your combined identities. If you want to rebrand effectively, consider the purpose of the merge and what the new company seeks to achieve, and then empathize with your clients’ needs.
8) You Have Expanded Geographically
Regional businesses are often faced with the need to rebrand once they go beyond their previous geographic location. Sometimes you might be forced to rename your new branch if you fear that the local community won’t respond well to your current messaging. One way to effectively manage this is to create a strong brand story, which details why you chose the new name. A well-developed, empathetic brand story will resonate with your new audience more effectively than if you chose to ignore what matters to this new area’s residents – their history, their lifestyles, their values and their traditions.
Whether they are apparent or hidden in plain sight, signs it is time to rebrand may be anywhere. When you notice the first sign, you might be skeptical, wondering if it’s essential. Whatever compels you to rebrand, remember to consider empathetic rebranding.
For more information about an empathetic rebranding strategy, reach out – we’d love to chat.
We are reinventing marketing using empathy.
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