Should You Scrap You Brand and Start Over? Some Warning Signs

Rebranding doesn’t work for everyone, but it can have some exceptional benefits. The insanely popular Miley Cyrus took a huge chance in scrapping her already-popular Hannah Montana persona and tossing it away to become a sex symbol. But Maxim voted her the most beautiful woman in the world in 2013, and she’s more popular than ever, so apparently it paid off. Gap, on the other hand, tried to change their logo and company image, only to switch back within the year. So what should you do with your brand? Here are a few things to look for that might tell you whether it’s time for a change.

Every company has to have a target audience. It’s a great dream to have a product or service that appeals strongly and equally to men and women of all cultures, ages, education levels, and economic levels. But it’s only a dream. If your brand doesn’t target a particular audience, then you may need to consider fixing the brand.

A staff that doesn’t believe in or even know what your company stands for is a good sign that you need to rebrand. If your employees don’t get it, your customers certainly won’t. Try polling the staff to see if they know the core values your business stands for or how they feel about the corporate mission statement. That will give you a good indication of whether or not the company branding is working.

Your brand needs to be clear in the message that it send to the public. You need to be consistent across the board, including social media. If consumers don’t see your brand as constant in sending the same message across all of your marketing campaigns, then it may be time to rethink the brand strategy.

It’s also possible for a brand to evolve over time. Perhaps your organization has outgrown its previous image. Don’t be afraid to reinvent the image of your business if it needs to be done.