How do you know it’s time for a rebrand? Whether you’ve been in business a few years or have been around for decades, there’s a lot to consider with a rebrand and truthfully it takes just as much time and energy than building a brand from scratch. At 3816 Creative, we’ve worked with countless brands to successfully launch.

There’s a lot to consider before you start a process and want to make sure you’re in good hands when choosing a branding agency, whether you’re based in Nashville or worldwide.

First, you have a loyal client base.

They’ve become familiar with the current visuals and messaging. You’ve attracted them and don’t want to loose customers in the process. How do you rollout the rebrand without ostracizing your current customer? Better yet, how can they be involved in the process and feel like an insider?

Second, you need team and stakeholder buy-in.

As you’ve grown the business, you’ve built a team and may even have a board you have to go to for approvals. You’re nervous that they might not be open to the idea or resistant to change. What will this mean for their workload within the upcoming months? How do you get everyone on the same page with clarity throughout their messaging. Once you have buy-in, it’s much easier to direct and guide a team without key players jumping ship throughout the process.

Third, there’s the existing print inventory.

Whether it’s business cards, conference booth displays, car wraps or uniforms a brand change means additional cost for you to consider. Outside of labor costs for the design and strategy, what is the cost to implement the messaging and successfully launch the rebrand? Does this fall within your marketing budget for the year? What happens to existing print inventory? How can these items be used prior to launching the rebrand.

Recently we’ve sat down with a few potential customers who have wondered if the investment in a rebrand is worth it. Here’s the honest truth: a new website or rebrand process is an investment. It will require capital to invest, availability to offer timely feedback, and implementation cost (printing, shipping, launch party, paid spend) for the launch.

Before we’re the bearer of all bad news, there are also massive wins worth sharing. (The stats are shocking and worth the read.)

• 33% projected revenue increase from consistent representation of a brand. – Forbes
• 2x the amount of brand touch points for a customer to purchase during a recession. You now need 6-13 touch points prior to purchase. – The Futur
• > 3.5 seconds to get a customers attention on your website. – StoryBrand
• 70% of customers access your website on a mobile device. – Google

As you can see there are massive benefits when it comes to a rebrand and carrying it through your website.

3 Signs You’re Ready for a Rebrand

1. Are you seeing the results you desire?

In any business, the ultimate goal is to see revenue increase. For many business as their offerings and services become diversified, the overall message of their brand becomes confused and unclear. A website goes from being to cohesive to feeling piecemealed and lacking clear hierarchy. Calls to actions are all over the place. The result? Potential customers are confused and don’t know what to do next. Confused customers don’t buy – they leave. Customers don’t know how to engage or what you want them to do. Brand confusion=lack sales. It’s a direct correlation. By clarifying your brand, placing strategy behind it, and building sales funnels, you gain CLARITY and REVENUE. Both serve one another and are distinctly integrated. If sales have been slow and people aren’t making it past the homepage on your website, it’s probably time for a rebrand.

2. Have your services or offerings have changed?

Maybe you’ve recently needed to pivot or have sold off a portion of the business. Maybe you’ve tiered out your offers and what is on your website no longer accurately reflects your services or products. Maybe you’re looking to future proof the brand and are making vastly different design decisions to appeal to Gen Z and Gen Alpha. A website redesign can make your funnels clear, enticing, and lead to greater results long-term. If your website no longer accurately reflects your offering, or your services lack clarity, your brand is probably ready for a refresh.

Some of our clients opt to purchase our Brand Foundations package and revisit their website later. While can save a bit of capitol in the short-term, we don’t recommend it. Here’s why. A potential customer finds your rebrand and fresh visuals on social. They’re excited to check out your products and are considering a purchase. However, as soon as they get to your website it feels out of date and they immediately leave. Most likely they will never return to your site (unless there’s massive incentive). With a successful rebrand, it’s imperative to adjust both your branding and your website at the same time.

3.  Are your visual presence and messaging compelling?

3.5 seconds. It’s all we have to capture a potential customer’s attention – whether on social media or as soon as they arrive to our website. You might visit your site every day or every other day and think it’s great.

Because we’re all about making data-driven design decisions, here’s how to calculate your conversion rate.

1. Log in to your Google Analytics account.
2. Select your website underneath data source.
3. Find the amount of site visitors within the past 30 days.
4. To factor your conversion rate: # of inquiries (services) or purchases (for e-commerce) / page views = % conversion rate

Congratulations, you now have a conversion rate that can be factored monthly and compare every 30 days. One of the primary goals of any rebrand is to increase this number in droves. Through stunning visuals and web presence where you can add fresh energy to your online space and customer experience. If you no longer feel compelled by your online presence or that you have outgrown your brand, it’s time for a rebrand. 

Pro tip: According to Hubspot, these are the average conversion rates for various categories of websites without paid advertising based on categories: B2C: 2%, B2B: 3%, landing pages 20-51%. Generally, a 5% conversion rate on your website means you have an optimized site. Other factors to consider with Conversion Rate Optimization include average time spent on website, click events and form submissions. The above rate is factoring in form submissions and/or successful checkouts.

You deserve a brand built for impact and influence.

Here at 3816 Creative, branding is our specialty. Let’s be honest, your brand deserves it. More than a fresh look, we take a deep dive into your existing metrics, find out what’s working and what isn’t. We identify your dream clients, target market, and find the best solutions for your brand and digital assets moving forward. Work with us.