1. A merger or take-over of a company or organisation
This could mean a new name, a new logo, and a re-evaluation of all brand materials. This is where the benefits of using a full-service design agencyare important – they can help you manage the whole project.
2. A period of considerable growth
Not just financial growth; expansion into new markets may mean a business may outgrow its current branding and therefore be missing opportunities to connect with new markets.
3. Moving with the times
Your current branding may have become outdated and not reflect your business as it is now. It may be that when you started the business, finances were tight so a logo was produced cheaply and quickly to “make do” but now it just doesn’t suit your business or allow your business room to grow.
4. A change in company strategy
Target audiences, positioning and market share can all change during a product or companies lifecycle. What was once highly effective may now hold your company back, which means it’s branding needs to be updated to reach new target audiences. If you find yourself in this position, a brand audit may prove a worthwhile exercise.
5. Reflecting a change in the type of products that you sell
It could be that when starting out, your business offered a particular type of product or service and a brand was built around that, even its name might reflect this. But as you business grows, its product line and aspirations can grow too, which means its branding may need to be revisited to reflect these changes.
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