Should you rebrand your business in 2021?

Estimated reading time: 4 minutes

If 2020 has shown us anything, it’s that the world – and small business – is constantly evolving.

This past year, we saw many small businesses adapt quickly, from breweries producing hand sanitiser to music teachers giving on-screen classes and retailers moving from accepting cash only to accepting contactless payments too. We saw new businesses pop up, from homemade face mask makers to takeaway-only eateries.

If you started a new business this year, you can use branding to turn it into something sustainable. And if your business has shifted since you first started, you can refresh your branding to show customers your adaptability, perseverance and new offerings. If your line of products and services has changed dramatically, it could be time for a complete rebrand. But if you just want to update the look of your brand, a straightforward refresh could be an easier solution.

A new year is a perfect opportunity to make some updates to your brand – check out these 6 reasons to rebrand or refresh, then use the decision tree at the bottom of the page to evaluate your business and decide what the best next step for you would be.

Top 6 reasons to rebrand or refresh:

  1. Your offering has changed.
  2. You want your business to be evergreen.
  3. Your logo feels outdated.
  4. Your branding doesn’t stand out.
  5. You’re struggling to attract new customers.
  6. You serve a different geographic area.

1. Your offering has changed.

Picture this: you started out as a private caterer and now you’ve expanded to offer weekly meal pick-ups and delivery. Perhaps you created your business to sell apparel and accessories and now you’ve expanded your offering to include to fashion-forward face masks. Or maybe your business was initially a seasonal operation, but now you’re open all year-round. If your current branding puts you in a box, it might be time to update your logo to reflect your new offering.

2. You want your business to be evergreen.

We’ve seen so many creative new business endeavours over the last nine months. If you’ve come up with a timely business idea that’s been successful, how can you scale it so it remains permanently relevant? Use your branding to create an enduring image of your small business.

Maybe you used your culinary skills to launch a meal delivery business, filling a need while restaurants were shut down and people wanted to stay home. Hopefully, restaurants will be reopened and bustling in the near future… so how can you make your business model permanently relevant? Whether this involves a name change (turn Diana’s Distanced Delivery into Catered by Diana) or an updated logo, a rebrand can turn your timely venture into something that can last forever.

3. Your logo feels outdated.

Your logo should be a visual representation of what your business does. If your products and services have shifted, you may need to reflect that in a new business identity.

Aside from your actual business offering changing, styles can also change too. If you opened your doors a decade ago, your logo was probably modern and reflected your personal style (and your business). But now it’s possible that the colour palette, font or design feel a little outdated. Consider modernising your brand image with an updated logo that capitalises on today’s design trends.

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Need help refreshing your logo or designing a totally new one? Vistaprint’s Design Services team is here to help.

4. Your branding doesn’t stand out.

Your branding is often a potential customer’s first visual exposure to your small business… so you need to stand out.

Maybe you were inspired by one of your favourite brands when you first designed your logo and thought about your own brand identity. It’s always a great idea to take design cues from companies you love and respect, but you need to make sure you’re distinctive enough to stand out. If the typeface or colour of your logo looks like another brand’s (especially one that’s in the same industry as you are), you should think about redesigning it.

5. You’re struggling to attract new customers.

If you’ve been providing the same services and products to the same people, your brand could appear stale or outdated. And even if you have been adapting to meet the needs of new customers, your branding might not reflect that.

It can be tempting to stay the same and retain your current clientele, but if you avoid making updates, you’ll never attract new customers – especially if your offering has changed and you have a chance to connect with new customers. When refreshing your logo, aim to balance the integrity of your existing brand with more modern design elements. You still want your current customers to be able to recognise your brand and know where to find you.

6. You serve a different geographic area.

Did a viral Instagram post create demand for your product in locales other than your hometown’s farmers’ market? Since your restaurant started offering takeaway, have you widened your delivery zone? Or perhaps a newly launched e–commerce experience has made it easier for customers to shop from all over the globe?

If your audience has grown (congratulations, by the way!), you should take a step back and look at your branding from a broader perspective. Think about how your brand translates, whether this means a neighbouring region or another country.

Find out if you need to REFRESH or REBRAND – follow this decision tree to find out what the next best step for you would be.

Time to refresh?

In some cases, you might not need to implement a total rebrand. A brand refresh lets you update visuals and refine your messaging without completely overhauling your brand – see some examples below. Consider updating the font and colours of your logo, or tweaking your tagline to make it something more contemporary. By modernising your brand, you’ll make it more appealing to a broader, more current audience. Since you don’t have to change any core messaging, brand refreshes can be a straightforward, inexpensive process.

Time to rebrand?

If you decide that your business does need a rebrand, you’ll need more than a new logo or even a new name. Consider writing a new tagline or slogan and picking new fonts and colours to use across branded materials (like your website, social media posts, in–shop signage and more).

Whatever you decide, make sure to get the word out.

Whether you decide to rebrand or refresh your brand identity, it’s essential to get the word out about your update. Send postcards to your customers showcasing your new look, create an eye-catching Instagram post announcing your brand’s update, or send an informative newsletter to your email subscribers announcing your rebrand.