If you’ve been in business a while, you may find yourself asking if it’s time to rebrand. Or maybe you’ve never branded in the first place.

It’s true that rebranding is not the answer for every business. But if you’re at a point where your business has outgrown a DIY design — or if your business has changed so much that your brand identity no longer aligns with your vision — it’s time to think about an update.

“The objective of branding is to know and understand your audience SO well that your service fits them perfectly and sells itself.”

8 Signs It’s Time to Rebrand-

1. Your offers have changed

If your business has undergone a major change, such as revamping or completely changing your service offerings, a rebrand is in order. A new logo and brand design can help customers understand how your business has evolved. If you’ve added a new service or product line, for example, you may want to consider changing your brand identity to reflect this change.

2. Your target audience has changed

When your customer base changes, it’s time for a new look as well. Your brand should be strategically designed to attract and build trust with your target audience. If your company has traditionally served only small businesses but now wants to reach out to large enterprises, the branding should reflect that shift to attract that type of clientele.

3. Selling is really hard

Falling short of sales expectations could be a sign it’s time to rebrand. If your audience doesn’t understand what you do or how you’re different, then it’s likely that your brand is lacking clarity. If you’re having trouble getting customers to buy, a clear and consistent message and good brand design can be the differnce between closing the deal and closing your doors. Branding can be the key to unlocking higher revenue and long-term profitability. Having an effective brand makes it much easier to communicate to your prospects, resulting in an easier sales process and higher conversion rates.

4. Your pricing model has changed or you want to change it

If on the other hand, you’re doing a lot of selling but not hitting your revenue goal, that could mean that your pricing model isn’t right for your market or that your products aren’t differentiated enough from those offered by competitors. If you’re considering a change in your pricing, you may need to rebrand your business to better suite the perception of your business. If in the past you were an “affordable” option and now want to be a “premium” option, you need a brand that embodies and reflects that in order for your customer to view you that way. Think skin care: you’re willing to pay more for the high-end products because they have a “high-end” brand. You think you’re getting a better product because of the perception they’ve created. The packaging has nothing to do with the quality of the product, yet as humans, we love to judge a book by it’s cover. (And spend more for the nice looking ones!)

5. Its been 5 years since you’ve hired a Brand Designer.

Design styles change every couple years. If it’s been 3-5 years since thelast time you hired a Brand Designer, or if you’ve never hired a professional before, it’s definitely time for an update. The world is moving fast and with it comes new demands. Your brand is the face of your business and how people perceive it, so it’s important to make sure that it’s maintained. Branding is the best investment you can make for your business and you’re not getting the fullest of it if you’re not continuing to nurture it over time. Of course, you don’t need to do a complete overhaul every 3-5 years. Doing an audit every 6 or 12 months will help maintain your brand experience and online presence since things can slip through the cracks. Working with a professional Brand Designer will help you stay on top of new demands and design trends.

6. Your brand is outdated and no longer reflects your vision

It’s a good idea to reassess your brand every few years, or whenever there are major changes in your business. Your brand needs to represent who you are as a company and what you stand for. If your business’s mission or vision is evolving than you need to consider how this change can be reflecting through your branding. How do you want customers to perceive you? What do you want them thinking when they see your brand? In the early years of a business, the vision may be cloudy. As you gain experience and go through ups and downs, you start to discover a clearer path. Sometimes it’s totally different than what we imagined in the beginning. As you grow and your direction shifts, your brand will need to as well.

7. You don’t stand out compared to competition

You don’t want your branding to look outdated compared to the competition’s. If your competition has changed their look then you should consider revisiting your brand identity if you notice that another company in your field has made significant changes. On the other hand, if you see a trend among your competitors, consider doing the opposite in order to stand out. Example: The competitors of a client of mine almost all used green and purple. It made sense for the industry but we decided on blue and pink because we didn’t want to blend in. It still worked but there was an obvious differentiator in the identity.

8. Making business decisions is really difficult

Growing a business requires you to make a TON of decisions. If you’re finding it difficult to make decisions or often second guess yourself, it’s likely that you don’t have a solid brand strategy. A brand strategy aligns business goals with brand execution. If you’re not sure what you should do, say or look like, a brand strategy will help keep you on the right track. Get started rebranding using my Brand Strategy Guide below!