How a Rebranding Can Get Your Business Out of a Rut
by Alexis Puebla
We all know the feeling. We’re bored with our daily grind, we’re unamused with our relationship, or we’re on week 4 of preparing the same variation of chicken and vegetables for dinner. The nagging feeling that your life is in a rut is one that most of us know all too well, and it’s only a matter of time before we splurge on a new living room couch for no apparent reason or pick up a wild workout habit before finally settling into a new routine.
Much like our personal lives, it’s inevitable that our businesses will encounter some kind of rut throughout its existence as well. It’s easy to fall into the pattern of doing what you’ve always done, but for a business looking to grow and evolve with the changing times, pivoting in different directions every so often may not be such a terrible idea. Whether it’s a lack of employee synergy or a growth plateau, it’s important to diagnose when your business is in a rut and then properly address how to get out of it.
One tactic that has proven to bring businesses out of their uncomfortable stages of hardship is by undergoing a rebrand. Here’s a few ways that a fresh new branding could get your business out of a rut and into the clear:
You can inspire your team.
A brand ultimately defines a vision, and it’s important for businesses to be aware of that when the public-facing brand no longer represents the in-house company vision. This misalignment can happen for a number of reasons, but it’s imperative for your employees, management, and customers to all be on the same page about who you are and what your ultimate goal is. If your team is lacking some inspiration or you’re finding that customers are having a hard time relating to your mission, take it as an opportunity to start fresh. While you continue building upon the company’s initiatives that are evolving into something bigger and better than originally planned, you’re taking part in the fundamental strategy of growth. And in the end, Isn’t that what we’re all looking for with our business?
Rebranding forces you to get real about what makes your company special.
Whether sales are stagnant or you’re needing to recreate your brand’s public perception, giving your brand a refresh can offer new perspectives for both your internal team and your customer base. Though updating a logo or redesigning a website can make great strides in giving your business the motivational boost it needs to enter a new season, it’s important to understand the fundamentals of your brand too. Redefining the basics such as what you’re offering to your customers and how you communicate it to them will provide great insight as to how you may be able to improve. As Lois Geller once put it in an article for Forbes, “A brand is a promise”. Your brand is the experience your customers and team members have with your organization everyday, and it’s crucial to uphold that in a positive light. Whether you’re feeling stuck, feeling stationary, or feeling… a lack of love from your prospective customers, there’s no better way to give the public or your internal team a new image of your business than by recreating that image altogether. By giving your brand a fresh new face, you may just be able to put your company in good graces again while establishing a brand new energized take on the market.
You can expand your audience reach.
Perhaps you’ve found yourself in an audience-related rut. Your brand is what it’s been for years, and you’re having trouble tapping into new demographics. This would be an excellent opportunity for a rebrand. Though you love and appreciate your existing target market, it’s crucial for growing businesses to acknowledge when they’ve reached a plateau. One way to identify a situation like this is to ask how your business stacks up against the competition. If you’re having trouble distinguishing your brand from another, chances are your customers are having trouble too. Put some TLC into redefining your brand by creating a new website, new logos, and perhaps a new product or promotion to tap into newer waters and communicate your value to the customer.
Expanding your reach to broader audiences is one way to grab some new business, and rebranding yourself to best accommodate the needs and interests of that desired audience will be key. Whether it’s a new price point or a product update, retargeting to a different demographic may be just the thing you need to take your business to the next level.
Are you looking to take that next step in rebranding your business? We’d love to help. Contact us today!