Outside the Box > Blog > Is your B2B brand ready for a refresh?

Is your B2B brand ready for a refresh?

— Katie DeGennaro

7 really good reasons to rebrand.

A smartly crafted identity is a powerful advantage for any B2B brand. It makes it easy to tell your story in a compelling way, carves out an ownable space for you in the marketplace, and puts the things that make you special on clear display for all to see.

But—like bell bottoms, flip phones, and VCRs—your brand can become dated or obsolete. In some cases, it no longer reflects what it’s supposed to represent. In others, it simply stops being relevant to your audience.

So how do you know when it’s time to hit refresh? Look out for these seven signs that you’re ready for a rebrand.

  1. Your business has changed—but your brand hasn’t. Has a merger, acquisition, or reorganization changed your position in the market? If so, the brand identity that once telegraphed your value may no longer ring true. A thoughtful rebranding is an essential step in making sure the world knows what you have to offer and why they should choose you over anyone else.
  2. You blend into the landscape. Sometimes, brands just get stale. Perhaps it’s a dated look, or stiff language that no longer resonates with increasingly sophisticated customers. Or maybe you have a great brand, but people are so used to it that they don’t even see it anymore. Whatever the case, a brand refresh can brighten your spotlight and make you stand out from the crowd.
  3. It’s hard for your people to explain what you do. The power of a strong brand isn’t only felt in the marketplace—it influences your employees as well. A well-defined brand enables all of them to quickly and concisely say what makes you special, making it a strong internal motivator as well as a powerful one-to-one selling tool.
  4. The competition has caught up. Perhaps you’ve always prided yourself on staying ahead of the competition, but it’s become increasingly hard to maintain your competitive edge. Having a sharp brand identity can help you to cut through the clutter and create a real advantage in the marketplace.
  5. You want to attract a new audience. As you grow and change, so can the audiences that you’re trying to reach. Connecting with an important new set of people requires changing the way you project your value—the way you talk, how you look, even the channels you use to communicate. A rebrand can create fresh traction with important new audiences.
  6. You want to change the conversation. A brand can build equity—and it can accumulate baggage. Sometimes, it’s best to make a clean break with the past and find a new way to tell your story. Rebranding can be an effective way to change perceptions and push the reset button on your reputation.
  7. You don’t actually have a brand. In a way, never branding at all is a kind of branding in itself—the worst kind. Many businesses grow organically, and their identity just sort of forms along the way. Taking control of your brand and crafting a powerful story can help you better understand and communicate your value, which puts you in a stronger position for success.

As competition heats up and marketplaces crowd, a strong brand is essential to stand out and achieve your goals.

Whatever your reasons, making your brand as strong and compelling as possible will deliver lasting benefits to your business.

Now, if only we knew someone who specializes in building great B2B brands…

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