What are the top 10 reasons you should rebrand your company?

If you’re feeling overwhelmed by the thought of rebranding, you’re not alone. According to the Gartner Marketing and Narrative Impact Survey, 84% of all businesses are in the same boat.

In November and December of 2023 over 1000 companies in the US and UK were part of the survey and in June of 2024 Gartner, Inc. released their findings that "84% of business leaders and employees agree their company identity must change significantly to achieve objectives."

Dorian Cundick, VP, Advisory in the Gartner Marketing Practice, went on to further say that “nearly all companies are evolving in some way to set themselves up for future success, whether by shifting capabilities or offerings, catching up to market expectations, or reaching new target audiences.”

So, whether it makes you feel better or not, it's nice to know you're a step ahead and you're already considering the need for a brand refresh. Below we'll review 10 common symptoms that a company may be experiencing if their brand is not in alignment. If you're experiencing any of these it may be time for you to consider rebranding.

1. Juggling Too Many Brands

This is one of the most common and top reasons to rebrand. Do you have a sprawling collection of brands under your company's umbrella? Managing multiple brands can dilute your efforts and confuse your audience. It might be time to consolidate and create a more unified brand strategy.

2. Disjointed and Mismatched with Inconsistent Product Naming

If your brand feels like a patchwork quilt of mismatched elements and inconsistent product naming conventions, it’s a clear sign that rebranding is needed. Consistency in both visual elements and naming is key to building a strong, recognizable brand.

3. Lack of Recognition of True Strength

Having numerous small brands might mean that the true strength of your company isn’t being recognized. A unified brand can showcase the full scope of what you offer, making a stronger impression on your market.

4. Employee Confusion

If even your employees struggle to introduce your company properly, that’s a red flag. Your team should be your brand’s biggest advocates, and if they’re confused, so are your customers.

5. Customer Confusion

Have you ever heard a customer say, “I didn’t know you did that”? If so, your branding isn’t clearly communicating your full range of services or products. A rebrand can help clarify and highlight all that you offer.

6. Ineffective Advertising

Are you paying a fortune to advertise each division separately or cramming multiple brands into one ad? This approach is not only expensive but also ineffective. A streamlined brand can reduce advertising costs and improve the effectiveness of your marketing efforts.

7. Inconsistent Signage

If your fleet of vehicles sports a hodgepodge of wraps and decals or your site signage showcases the evolution of your logo, it’s time to rebrand. Outdoor branding needs to be cohesive to maximize impact.

8. Multiple Sets of Marketing Materials

Managing multiple sets of product sheets, brochures, websites, e-signatures, and business cards is not only a logistical nightmare but also a branding disaster. Streamlining these materials under a single, cohesive brand will save time and resources.

9. Complex Accounting and Legal Fees

Running multiple brands often means complex accounting and higher legal fees. Simplifying your brand structure can reduce these costs and make financial management more straightforward.

10. Lack of In-House Branding Expertise

If you don’t have an in-house branding expert or if your existing team is too busy with day-to-day tasks, your brand is not being monitored and managed as closely as it should, resulting in an inconsistent, mis-matched and disjointed brand image and messaging.

Rebranding is a powerful tool to rejuvenate your business and present a unified, professional image to the world. If any of these issues resonate with you, it's time to consider a rebrand. Done strategically, whatever amount you invest in rebranding will pay off (read how here), creating a stronger, more recognizable brand that resonates with your audiences.

For more rebranding insights connect with me on LinkedIn.