Every company is confronted with an identity crisis at one time or another; and it’s not always due to incorrect branding when initially creating the company, but it could be due to a change in company direction, a revamped look, or a multiple company merger. The fact of the matter is that every company will always have to adapt with the changing market and rebranding is a crucial decision that many companies will have to make in order to thrive as a profitable business.
Rebranding is not cheap and you should not treat it that way. Owners who have invested much of their life and money into a company should be proud of their brand. Purchasing a stock logo from 99designs or any site like it, even though it is cheap and inexpensive, your brand will reflect just that. Perspective customers will perceive that you didn’t care enough to treat your company’s image right, so why should they trust that you would take care of them?
There are several options when it comes to rebranding your company and the cost of rebranding depends on the size of your company, level of brand recognition, and quality of the final product. For example, here is a company that recently rebranded itself, and did an amazing job with it.
Hörst Dusseldorf is a high-end men’s clothing company that changed its look this past December. Although their original logo is really a decent logo to begin with; it’s sleek, modern, and represents a high-end appeal, but it has this general aesthetic that can be easily forgettable. Even though they cater to a more fashionable clientele, the logo sorts of blends in with many off the department rack brands. That is never a good thing.
With their new logo, it still retains that sleek, high-end appeal, but now adds a touch of elegance.
Their rebranding did not stop with just redesigning the logo, no, they did an overhaul on their image. To compete against big names like Versace, Burberry, Hugo Boss, Paul Smith, and many big luxury brands that have a definitive identity when it comes to men’s fashion; they tied everything to this new rebrand. The new logo exudes sophistication and the branding to go along with it does just that.
Their rebranding is expansive and was a complete overhaul to their brand and they made sure that their new marketing would represent the new look successfully. Of course, your company might not have the funds to go through the same level of rebranding, but you can always focus on the quality of the process of rebranding your company and the final product. Rebranding is giving your company a new identity, so make sure you give it a good one.