What is the single thing that makes your brand special and different?
If you don’t know, or your brand equity no longer represents it, then it’s probably time for a rebrand.
However, before you start it’s vital to carry out a comprehensive review of your brand’s equity to examine what the brand means to customers and how this has changed.
The outcome of this review will help you understand whether there is a need for an evolution or a revolution.
As we’ve learned from history, revolutions can be unpleasant experiences so if you’re looking at a complete brand revolution make sure the output of your review backs this up and that everyone in the business is on board with the change.
Finally, remember that a rebrand should be in response to external market conditions and not a response to internal politics and personal opinion.