Article

Aimee Sanderson
Aimee Sanderson 22 February 2017

4 Benefits Of A Company Rebrand

Rebranding can breathe new life into your business but it has to be actioned with a focused strategy, a clearly understood process, creative vision and a lot of thought. Generally it’s a task which involves looking into - and subsequently changing - almost every aspect of your business.

However, many businesses decide to make changes on a smaller scale, for example, a name change or logo redesign.  If you’re considering whether or not to rebrand, there are a number of fundamental reasons why it could be just the thing your company needs.

1. Staying current
Keeping your business relevant and current is one of the most common reasons for a company to decide on a rebrand. The perceptions and opinions of brands and industries are constantly evolving, meaning that what was once considered successful and effective, may start to feel dated and out of touch with modern advances.

Steve Brennan, CEO of Bespoke|Digital Agency, who recently changed their name from Bespoke Internet, explains how changes in his industry warranted a rethink on the company’s identity: “When we founded Bespoke, there was no such thing as a digital agency. There were web designers and internet companies, who typically might provide email and even broadband in some cases. Now it's completely different, and digital marketing is a specialism in its own right.”

A successful rebrand can be just the thing a company needs to bring their products and services into the modern world and to the attention of the modern consumer.

2. Differentiating yourself from competitors
Successful businesses will find that after a while other competitors may start to become so much like you and your USP that customers forget what makes your company unique. Similarly, conditions in your industry could mean that it has become so saturated with competition that it’s difficult to distinguish yourself from the next company. Steve explains that this is particularly true of his rebrand within the digital marketing industry: ”The change has given us great focus and helps to distinguish us from full marketing agencies who aren’t digital specialists like us. For almost a decade we have been a specialist digital marketing agency, and hence, we're evolving the branding to reflect that with more clarity.”

Consumer perception is paramount and a rebrand can benefit your company by bringing its strengths and successes to light ahead of your competitors.

3. Connect with audiences old and new
It’s imperative that your company stays ahead of the curve to ensure that your brand values, attitudes and preferences are fully in line with your existing demographic. Much like technology, culture and society also evolve, so it’s likely also that your position within the market may no longer hold appeal to your original audience. A rebrand in this instance could position your business more in line with your demographic and their new expectations whilst also opening your business to appeal to a completely different set of demographics.

4. Shift the company focus
The best companies are innovative enough to be able to adapt to changing times. As well as staying current, you will need to be able to see a new opportunity for growth and to forecast where this will take you. Steve explains that a large focus of his company’s rebrand is based around their future forecasts: “It feels a big step to change the company name, and web address, but the decision is about our next 15 years of growth.”

Rebranding offers the opportunity to clarify your image and new business goals, which in turn could lead to a more productive discussion of your key benefits and solutions.

A company rebrand is something which must be considered very seriously before the decision is made. If the change is well thought out, well-researched, and carried out properly it can yield positive results that can make a substantial impact on your company now and with future growth.

If you are thinking of undergoing a rebrand with a domain change and need help with backlink reviews and 301 redirects, Bespoke Digital Agency can offer expert advice to help you put an in-depth strategy in place.

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