Why the time might be right for a rebrand

Local elections are looming where I live and the reason I know this is because I have recently had two political newsletters through my door.

One of the articles that caught my eye was about why East Hampshire District Council has felt the need to ‘rebrand’ by introducing a new logo.

Having led a rebranding exercise for a local authority and many not for profits, I know that there will always be some who query the merits of spending money on what is sometimes seen as a vanity project.

Yet done properly, a rebrand is about so much more than applying a redesigned logo to your stationery, signage, marketing collateral etc. An organisation’s brand is its personality and so it should reflect its values and purpose and be consistently applied across the whole of the organisation.

Here are some reasons why it might be timely to refresh your brand.

Outdated branding - Your current branding may be outdated and no longer representative of your values, priorities, or the community you serve. This could lead to a disconnect between you and your stakeholders and a rebranding effort could help to bridge that gap.
Silo working - If your organisation works in silos, revisiting the brand can be a good way to check it is being consistently applied and help to unify the different services so they project a cohesive image.
Negative reputation - Your reputation may have been damaged due to a crisis, controversy or a series of negative incidents. Rebranding can be a way to create a fresh start with a new image and message but make sure it is authentic and that the culture reflects the brand.
Attracting new customers or business - A rebranding effort can be a way to attract new customers and businesses. It’s an opportunity to ensure your brand appeals to your target audience.
Staying relevant - In a rapidly changing world, it is important for you to stay relevant and adapt to the evolving needs of your stakeholders. A rebranding effort can be a way to demonstrate your willingness to evolve and adapt to changing times.

Overall, rebranding can be a powerful tool for organisations looking to create a stronger connection with their stakeholders, improve their reputation, and adapt to the changing times. However, it is important to approach the rebranding process carefully and thoughtfully, with a clear understanding of your values, priorities, and the needs of your stakeholders.