When Is It Time to Rebrand?

Written on February 23, 2009 by Susan Payton

Want to know a secret? I’m working on rebranding Egg Marketing. From the feedback of an impartial panel (read: husband and best friend), I have determined that my current logo is too basic and childish for the positioning I’m going for. Since I want to work with larger companies than I started out with as clients, I need to make my branding more polished and professional.

So we’re working on the logo, the business cards, the letterhead. Stay tuned for it to be unveiled.

Here’s where Egg started out:

Egg was a one-person firm, focusing on small businesses and entrepreneurs. Egg was cute, with the cartoon egg logo.

Here’s where Egg is now.

Egg has a staff of four, and works with more medium sized businesses. Egg is professional and sleek. It’s more about insinuation than blatant references to the egg.

So you can see my company’s positioning shifted, and my imaging must too.

What about you? Are you still aiming at the same audience you were five years ago? Is your logo reflective of this shift? If not, you might consider rebranding. It can be gradual, but a rollout like I plan (all at once) can be more dramatic.

Here are some previous posts on rebranding examples.

Branding to Rebranding: The Art of Marketing Reinvention

Successful Rebranding: Hampton Inn

Burger King, What Went Wrong?

Posted in Branding

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