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professional services marketing

How to recognise it is time for a brand update

Posted by Laura Sheahan on Sat, Jan 30, 2016

How to recognise it is time for a brand updateA question we regularly get asked by professional services firms is should we embark on a rebrand, and if so how can it be done? The only valid reason for considering a rebrand is if you've got some change that you want to signal to the marketplace. Otherwise, you are wasting brand equity.

A rebrand is not a new logo. It could be that, but it's not just that. That is your visual identity, or a brand refresh. If it is truly a rebrand then you are saying this is who we are, we're different to what you might have thought.

Here are 12 signs it may be time to consider a brand update:

  1. The name no longer reflects the brand's vision, or who you are.

  2. Embarrassed to hand out your business card or website because of the image you are projecting.

  3. Failing to differentiate from the competition. This is very important because if you cannot differentiate your firm from the competition it will lead to significant long-term issues.

  4. The brand has become over complicated. Normally an issue for larger firms where internal mini brands are at war with each other.

  5. The business model or strategy has changed.

  6. You have outgrown your brand. Often common amongst firms that have expanded since inception.

  7. Undergoing a merger or acquistion. 

  8. Your firm has moved.

  9. You need to create a break between your brand and a negative image. While sometimes, it is good practice to do that, we would agrue that the brand equity you've built up is more valuable.

  10. An increase in pricing and signal that change,

  11. Trying to connect or reconnect with an audience. A rebrand allows you to redefine yourself.

  12. Attracting talent. A firm is nothing without its talent.

Here are some resources you may find useful:

Blog posts:

  • Some more blogs on rebranding which might be of interest to you

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This blog was written by Laura Sheahan

In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.

 

Topics: imageseven, Branding, Communication, Marcom, Rebranding, Professional services marketing