Rebranding Too Much or Too Little, the Balance of Smart Marketing

It is time for a refreshing new image. It is functional but purposeful. It is a necessary part of staying ahead of the curve. A visual rebranding suggests something new is in the air. The products are the same but a bit better. The image is new but the brand is the same.

On a purely visual level, a rebranding is an effective tool for suggesting that something is new and reinvigorating with the brand. Customers are attracted to what is new.

What does this mean and how should it manifest? This is a tricky part of a rehaul. A company can’t change too much to confuse their base audience, but changing too little makes customers new and old question the point.

Stay Relevant

Part of it is staying relevant. A change can include new components of the business. A visual change can coincide with a new product launch. The industry is not stagnant. A company can welcome a new product line by changing up the visual palette.

New Marketing “Branch”

It could also include new branches of marketing. For example, a new social media page could launch with a slightly different image. The company may have put Instagram off to now. The visual style of Instagram could work well on the home page. For example, a company can add a big Instagram feature on the home page that directs people to the page. The rebrand is obvious because the home page is different.

Rebranding may be used too loosely here. It only means a slight change in direction. It means connecting a new path or strategy with a new visual, which makes it transparent and fresh for visitors. The word can apply to any effort of changing your business image.

Regardless, a change is welcomed. It suggests a breath of newness in the air. It can be used as a tool to recover from a mistake, launch a new line, or embrace a new strategy. Do it too much, and the core is lost in the shuffle. Change too little and the transparency of doing it for marketing purposes is too high. Strike a nice balance.