A rebrand is a strategic decision, not just an aesthetic change. This guide helps you decide whether the time has come.
Signs the time has come
- The positioning has changed: you offer things your identity does not mention
- The audience has evolved and does not recognise itself in your presentation
- The website does not support the sales you want to make
- Printed materials (proposals, presentations) do not look like one another
Signs you do not need one
A dull feeling is not a reason. If your identity works and only the website is old, a refreshed site may be enough.
Questions before you decide
- What do we want people to know about us in three seconds?
- Which part of the identity holds us back today?
- What would have to change at every touchpoint, not only the logo?
How to proceed
Start with strategy: message, audience, and priorities. Design comes after and is much faster once those are clear.