Four Signs it’s Time to Rebrand Your Company

We are going through our own mid-cycle rebrand that will be launched soon.

Ever look back on old photos and question your fashion choices? It’s all part of growing up and exploring your identity, and businesses go through it too!

Many people think of branding as establishing an identity, the first step in the life of a new business. But mid-cycle rebranding is some of the most important work your company can do. Every business shifts over time, whether that’s exploring a new audience, adapting to external forces, expanding your offerings, or narrowing your niche. When you notice your business is outgrowing your brand, an effective mid-cycle rebrand is the solution you need to navigate change and take your audience with you.

Here are four reasons you may need to rebrand your established business…

1. Building Confidence for Change

Sometimes it’s an internal force like a merger or acquisition that leaves your team feeling disconnected. Sometimes external, cultural forces push your company toward a pivot. When major change comes your way, thoughtful rebranding signals that you’re ready for any change the world throws at you.

New Trail Cycling and Strength found themselves in need of a pivot when COVID upended their business model built on indoor cycling classes. We collaborated with their team on a brand strategy that puts community safety front and center and clearly defines their mission and values. In an industry hit hard by COVID, New Trail’s rebrand gave the owner confidence to find a path through crisis.

The common story we see in most mid-cycle rebrands? Leaders navigating change!

2. Doubling Down on What You Do Best

Time is a brand’s best friend. You put in the work building expertise and credibility, and over time gain clarity on who you are and the work you do best. Rebranding can help you hone that focus even more, so your audience knows exactly what you deliver.
Our client Signal Works experienced this in their mid-cycle rebranding process. Over time, this B-corp architecture firm developed a mission they could rally the whole company around: turning broken buildings into purposeful places. Rebranding -- including a name change -- was the necessary process to align their internal culture and external image, giving the team clarity for a highly focused new chapter.

3. Setting New Goals

You’ve been in business for a while and discovered your winning formula, but you aren’t going to just stay there and coast. Now you’re ready to reach for the next big goal -- scaling your business, reaching new clients, launching world-changing technology, or growing your venture fund. When the goal changes, your brand messaging needs to change too.

Beautiful Day is a Providence-based nonprofit that provides support and job training to refugees. We’ve worked with them multiple times over the years, helping them rebrand for the next decade of growth and develop an e-commerce platform to expand their audience. These strategic decisions lay the groundwork to become a national brand in the next decade. Hiring a branding expert helps you take the long view by integrating your brand development with your business growth strategy.

4. Embracing Your True Identity

Ever look back on old photos and question your fashion choices? It’s all part of growing up and exploring your identity, and businesses go through it too! As you get to know yourself better, your style, communication, and image evolves too. For many companies we’ve worked with, investing in brand updates is a key element of ongoing growth.

SpringTide, a medtech VC firm, experienced this as they uncovered their niche and grew into a respected leadership role. Our rebrand work was all about building a communication strategy and refining their design language to fit their new role as a serious venture capital player.

This work applies to us too! We’re currently rebranding Giant Shoulders from the ground up, further clarifying our identity and stepping into growing leadership. We look forward to unveiling our new brand soon.

How do you know it’s time for a rebrand?

The common story we see in most mid-cycle rebrands? Leaders navigating change! Whether you need to build confidence for coming change, double down on what you already do best, set some new growth goals, or embrace your true identity, we’re here to guide you every step of the way. Schedule a free 30 minute consultation to find out if a mid-cycle rebrand is right for you.