Ladies Who Launch

by Sandra Sellani,
Ladies Who Launch member, Orange County, CA

Think you’re ready for a brand makeover? Don’t make a move just yet. One of these three options could be just right for you—but which one? (1) Rebrand: Start from scratch and recreate your brand. (2) Refresh: Give your current brand an update. (3) Relax: Do nothing. Your brand is fine as is.

To make the right choice, ask yourself, “Why do I want to rebrand and what would I gain by doing so?” Then read on to see what the best course of action may be for you and your business.

Rebrand. Rebranding should only happen if your brand has become obsolete. Maybe you have changed your product or service. Perhaps changes in technology or culture have given your brand a different meaning. TEC (The Executive Committee) was the largest CEO membership organization in the world. Founded in 1957, the company, with 14,000 members in 16 countries and a world-renowned brand, changed its name to Vistage. Why? As decades passed, people began to associate the term “TEC” with “technology.” This caused confusion about the brand and made new member recruitment difficult. When the TEC brand lost its original meaning amidst the backdrop of the dot-com era, a rebranding was in order.

But rebranding is costly, requiring research, input from multiple stakeholders, new marketing materials, and a communications campaign to educate and prepare all stakeholders for the change—without losing business in the process.

Refresh. You have a great brand—even a successful brand. But it’s starting to look a bit dated. (How’s that “Miami Vice” color scheme working for you?) Perhaps new market entrants are dazzling your clients and prospects with materials that make you look like the lesser candidate. Consider an update. That turquoise blue logo might morph into a muted, earthy green. Updates in color, fonts, and messaging are just a few ways to refresh your brand image. The end result should be an accurate reflection of what your brand represents today.

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