Some companies adapt their brand slowly over time so the changes are subtle which fits in with their client base, meaning the brand is still recognisable with a few fresher tweaks here and there.

Other companies change their brand completely – new look, different typeface, introducing opposite colours to the previous palette. A complete overhaul. They communicate to their clients about the new look and the reasons why.

There’s no right or wrong to the two scenarios above; it depends on who your audience is and the business reasons for a slower evolving rebrand or one that is distinctively different overnight.

Either way, a rebrand happens because your current one doesn’t reflect where you are as a business anymore.

When should you rebrand? Some companies refresh their branding every 3 to 5 years but it depends on where you are on your business journey and regularly speaking to your clients about their brand experience. A new look and freshen up means you think about how your brand is perceived and if you care about that, your clients will have faith you are giving due diligence to everything else your company produces too.

We rebranded last year for the reason that the old brand didn’t feel like us – it was both an emotional and business decision driven collectively by the team.

We care about our clients and we care about our brand experience. Isn’t it interesting that clients with an emotional relationship with a brand have been shown to have a higher lifetime loyalty value.

It pays to have a brand that connects on an emotional level.