Should You Rebrand? 5 Signs Your Small Business Needs a Fresh Look

If one thing in this life is certain, it’s change. When it comes to operating your small business, change can be the secret sauce to staying relevant. Sure, it’s easy to get attached to the original logo or tagline you started things out with, but doing so can make your brand feel outdated, stuck in the past, clinging on to those glory days like a middle-age man still wearing his varsity jacket at the local watering hole. So how do you know if it’s time for a rebrand? Here are 5 signs to watch for. If you spot a few of these, it may be time to reinvigorate your small business.

Your Visual Identity Could Be Carbon Dated

Of course we all try to create a logo, color palette, and overall design that are timeless, but even the most classic looks can start to feel stale. Unless you’re Coca-Cola. While you may be able  to leave the foundations unchanged, perhaps some minor updates could bring you into the present-day. Think back to 2022 when Baskin-Robbins’ did a small update with a more modern typeface and streamlined logo. While they maintained the bare essence with the BR (and 31), they simplified and modernized with a much simpler logo. The result  is a fresh look that keeps all the nostalgia fully intact.

Older on the left, Newer on the right

If your visuals scream 2010 when it’s almost 2025, it’s definitely time to evaluate how your design fits in with modern trends while maintaining your unique identity.

I Can’t Hear You…

We all grow, mature, and evolve. Your small business does too. As your business develops, it’s normal that your audience, or even your mission, might shift. Maybe you started out with a broad market and have narrowed down to something more niche. Perhaps your everyday product is now being lauded in luxury markets and you want to chase those “upper crust” customers. 

Whatever the reasoning is, this can also signal that it’s time to switch things up. It could indicate that your message isn’t being heard by your intended audience. This could be through mixed messaging, or needing to update who you’re targeting. Like a lot of the branding game, time and time again, it’s about consistency. And if your tagline, mission statement, delivery venue, or voice no longer align with your business or audience - it’s time to rebrand.

You Blend In. Too Much.

Competition is fierce these days, and we don’t mean the complimentary way. If you’re just one of a million grilled cheese stores in your town, that’s not going to do you any good. Although everyone loves a grilled cheese, what makes yours different? Or what makes your brand different? It doesn’t always have to be a specific item/product/service that makes you stand out, branding can do it too.

Before you go rethinking your whole business, first think about how you can tweak the brand. For small businesses this could be redefining your niche. I can hear you, “What the H does that mean?”. Look at it this way; instead of being “just another grilled cheese shop”, you frame your small business as the community’s go-to artisan grilled cheese haven. Bringing your unique selling proposition to the forefront of your brand can do wonders. Now you stand out in the crowd. 

Growing Pains

Getting too big for your britches? It could be that you launched with a scrappy start-up logo you drew on a napkin and a name that worked when you were a one-person show. Now your small business is thriving and your branding hasn’t kept up. Bummer. What can you do?

Bring yourself into the present! We all have to start where we are, but we don’t have to stay there. Continuing to use branding and a look that doesn’t reflect where you are as a small business can be detrimental. When your branding no longer reflects the quality or professionalism of your small business, it’s time to level up. Nobody’s hiring an electrician with a Geocities website that’s littered with GIFs from the 1900s.

New Market, New You

Expanding your product line in a new direction or shifting your audience? It’s time for a brand refresh. Take a look at Dunkin’, for example. In 2018 they officially dropped “Donuts” from their name to better position themselves to market their coffee and beverage options. Of course, they still wanted to hold on to their iconic status, so they didn’t go too wild. With your small business, it doesn’t have to be any different. Switch the name up slightly, adjust your packaging, or shift your tone to fit the new direction your brand is headed.

The Payoff: New Horizons

Rebranding can breathe new life into your small business. Not only can it attract new customers, but it can reignite the interest of your existing customers. It doesn’t have to be a massive investment either - just start with the basics.

• Visual Tweaks: New logo or colors. Small changes can make a big impact.

• Messaging Refresh: Rewrite your mission statement or website copy. Evaluate brand voice.

• Community Input: Involve your loyal customers! Polls and feedback can steer you towards changes that resonate with your audience, both present and future.

The trick is to approach it thoughtfully. Stick to changes that honor your past while still looking forward. When you do it right, you celebrate your journey while moving your business to the next chapter. If you fit any of these descriptions, the time might be right - and if you need a little help, we’re just a message away. ;)