Ideas and insights > 4 great reasons to rebrand: Reason #3.

4 great reasons to rebrand: Reason #3.

Our thought leader:

Jim Galligan
Jim Galligan
Director of Creative Strategy

Reason to rebrand #3: You’re reaching for new opportunities.

Is your business poised for growth–but your current brand identity isn’t sending the right message? Evolving your story and visual identity can clearly signal that you’re ready to compete and succeed in new places and new ways.

If you want to:

  • Enter new markets
  • Attract new types of customers
  • Expand your offerings
  • Grow in new directions

You need to:

Analyze your current brand. 

Sounds simple, right? But figuring out where to start can be tricky. 

Try taking inventory: What’s the story you’re telling, and how does it need to change? What products are you offering—and how well are they working for you? Are your current marketing materials and brand assets projecting the right image for your future? 

Figure out your strengths and weaknesses, so you can decide what to focus on first.

Keep what works, add what’s needed. 

Pursuing new opportunities doesn’t mean abandoning the ones at hand. 

Identify the parts of your story that are essential to your current success. Can they be sharpened? Do they need to be updated or re-created to attract new customers? 

If you’re telling a story that’s stuck in the past, it can hamper your plans for the future.

Look to the future, but stay grounded in reality.

Evolving your brand often requires building a story around things you’re still working on as a business. So try to strike a thoughtful balance between your reality and your aspirations. 

Highlight what you can do for your customers right now, and promote what you’ll be able to offer in the near future.

To successfully seize new opportunities, your brand needs to change—but that likely means an evolution, not a complete overhaul. A brand refresh can help you build a strong bridge to the future without completely shedding your past.

If you’re ready for a rebrand, JK is ready to help. Download our free guide to learn more.

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