Why Hire a Brand Strategy Consultant When Preparing For a Rebrand?

Written by michelle on Jul 14, 2020

When you’ve put your heart and soul into building your business, it can be difficult to come to terms with the need for a rebrand. It can be a challenge not to take this development personally, especially when your organization has been around for years. And although rebranding can present incredible opportunities for growth, it’s not a decision that should be taken lightly.

If you’re playing with the idea of what a rebrand could do for your business or you’ve already determined that rebranding is necessary, it’s easy to feel overwhelmed by the process. With so many logistical details to take care of, it’s easy to forget about how essential brand marketing is for a successful relaunch. But if you neglect this component of your business rebrand, your organization may struggle to compete.

Let’s take a closer look at business rebranding and how a brand strategy consultant can provide the expert guidance needed during this pivotal period.

How to Know When It’s Time For a Rebrand

As mentioned above, a rebrand isn’t something you should do on a whim. Making this type of major change to your business can come with some concerns, so it’s important to know that the potential gains will outweigh the possible costs.

An organization might choose to rebrand when the company is expanding or if the business is acquired by another enterprise. Rebranding can also be a good option if your company name and logo are outdated or your team no longer has a connection to your initial branding. It may also be necessary to rebrand if your business is trying to recover from reputational harm, if you’re making major changes to your organizational structure or offerings, or if you’re trying to differentiate yourself from a competitor with a similar name.

How a Brand Strategy Consultant Can Help

Clearly, there are a number of reasons you might want to consider rebranding. But if you do decide to move forward with a rebrand, you’ll want someone with an outside perspective to guide you along the way. Here are a few great reasons to invest in brand strategy consulting services (rather than taking the DIY approach).

• • You’ll integrate branding and marketing from the start: Too often, marketing is compartmentalized — and may even be put on the back burner. But in order to ensure your messaging is consistent, you’ll want to prioritize branding and marketing together. Around 77% of marketing leaders say a strong brand is critical to their growth plans, so you can’t afford to leave this until later. Brand marketing consulting can help you zero in on what defines your company and how to promote it more effectively leading up to your relaunch and beyond.
  • You’ll avoid common pitfalls: Unfortunately, not every rebrand is an astronomical success. In some cases, handling a rebrand on your own can have drastic consequences. You might fail to think about the incorporation of your company values and mission into your rebrand or you might end up with a brand that’s simply too generic. There are a number of things that can go wrong when you don’t have help from a branding expert, so you’ll want to do all you can to minimize risks.
  • You’ll relieve stress and improve culture: What many business owners fail to realize is how distressing a rebrand can be, especially when important members of your staff are left out of the conversation. Bringing in a brand strategy consultant can take some of the pressure off your leadership team and provide you with a streamlined plan for the relaunch. In addition, you may have the chance to get the whole team involved in the process, which leads to improved employee investment and overall morale. When you gather input from your staff, you’ll be rewarded with their loyalty and a more holistic view of your business.

As a brand strategy consultant, I take the time to build relationships with my clients and to help them tell their stories in compelling ways. If you’re considering a rebrand, I’m here to guide you down the right path for your business. For more, get in touch with me today.