Janice Laubach We get it. Breaking up with your existing brand can be a tough decision—especially if the two of you have been together for years, created nice memories and built a comfortable life.
But ask yourself: Are you satisfied with “nice” and “comfortable”? We’re willing to bet you’re not—or you wouldn’t be questioning your current relationship and exploring the idea of rebranding.
Still, it’s normal to have conflicted feelings when you’re contemplating a breakup. Allow us to help you work through any confusion. As experienced branding “relationship” experts, we’ve guided thousands of clients to successful rebrands. One of the most important parts of our job is to point out the “red flags” that make a branding breakup a no-brainer. Let’s explore some of them:
1. Your brand lacks authenticity. Does your brand use clip art, especially overused clip art like those unimaginative flames and snowflakes? Congratulations! You look like practically every other service vehicle on the road. It’s definitely time to change that.
2. Your brand is uninspiring. When you look at your brand, do you feel passionate about it? Are you excited to share it with others, knowing it will fire them up, too? This kind of energy is contagious and inspires confidence and brand loyalty. A ho-hum brand forces you to do much more heavy lifting (and increase your ad spend) to get attention.
Beyond Wow! is a great example of a brand that inspires and captivates. This team was so passionate about their new brand that they unveiled it in the sweetest way, cookies and all! If your brand doesn’t have the right energy behind it, then it’s definitely time to reevaluate and consider parting ways.
3. Your brand is being mistaken for “that other guy.” Is your name similar to a competitor’s name? Worse yet, does that other company have a poor reputation that the public is connecting to you? If this is the case, then a rebrand needs to be part of your plan!
4. Your brand has hit the wall. Stagnant relationships are unhealthy relationships. When your brand can no longer deliver the growth you both need and deserve, it’s time to kick it to the curb.
5. Your brand is showing its age. When your brand looks old and outdated, potential customers (and everyone else who sees it) are bound to conclude that everything about your company is old and outdated, too. Who wants to work with a company that doesn’t offer the most up-to-date products, services and technology?
6. Your brand is all about you. When you build a brand that places you front and center to the exclusion of everyone and everything else, employees and customers will struggle to feel like they matter to you and your company. We can help you create an “us”-centric brand that will unify your team and get customers excited to work with you.
Honey Dudes is a great example of transitioning from a “me” to an “us” brand. Formerly MDG Maintenance, Owner Mike Gidich was struggling to build momentum around a brand that was based on his initials. When he introduced Honey Dudes to the team, he told them that while MDG Maintenance was about him, Honey Dudes was going to be “about us.” The rest is history—Honey Dudes has already expanded to multiple locations and recently moved its headquarters to a much larger facility. Their success story has just begun, and it wouldn’t have happened without the new name and logo.
8. Your brand is Capt. Obvious. When you’re a plumbing company located in Nashville, you don’t need a name like: The Plumber of Nashville. Once again, you’re passing up the chance to focus on your unique differentiators. Plus, names that concentrate on your service, your location (or both) will make things difficult if you expand your services, geographic territory—or both.
9. Your brand isn’t multi-dimensional. To maximize your reach, your brand needs to be versatile. It’s not enough to have a brand that looks good on just your vehicles and business cards. That’s too limiting. Your brand needs to be adaptable to a variety of applications, including your website, social media channels, billboards, brochures, uniforms and more.
10. Your brand can’t be trademarked. Are you either using a generic name that can’t be trademarked, or one that another company has already trademarked? The last thing you want to do is grow and expand the business, only to receive a cease and desist letter down the road. If you haven’t already trademarked your name and logo, you should work with an attorney and look into it. The ownability of your current brand will play a big factor in whether you can stick with it, or whether it would be smarter to rebrand now and thank yourself later.
Now that you can see all of the “red flags,” it’s time to find your forever brand. At KickCharge, we’ve earned a reputation as the go-to matchmaker that thousands of home service businesses have trusted. We will listen to your concerns, understand your pain points and use our 30 years of branding experience to pair you up with the perfect name, logo and brand. The result? A lasting relationship and unmatched success.
Contact us online or give us a call at 908.835.9000 to connect with our branding experts and take the first step toward the brand you deserve.
