By Darren Gilbert

And then there is the radical rebrand that Uber underwent last month. It ended in their head of design, Andrew Crow, stepping down. While these are only two instances, it does beg the question: Should you consider rebranding?

Yes: To regenerate a tired personality or identity

While it is easy enough to make a change, that doesn’t mean change is easy. It is, in fact, complicated and several considerations need to be made.

According to Chris Primos, business director and partner at Blast Brand Catalysts, when considering a rebrand, you need to be careful not to disrupt the equity you already have in your brand. “If you brand needs refreshing, then consider evolving your brand rather than revolutionising for the sake of it.”

In an article on Media Update, Selvan Naidoo, CEO of Marketing2theMax agrees: “There needs to be an essential understanding of the objectives of the repositioning exercise,” he writes. “If your objective is to update your brand simply because it is outdated and you want to be relevant then make that clear before you begin the process.”

At the same time, you need to consider what Primos refers to as the “trickle-down implications” of a rebrand. “Are you wanting to create an entirely new image? If so, this needs to be operationally orchestrated through the mindset in your business,” he says.

Yes: A competitive marketing opportunity to reposition the business

While change may be frightening, it is also positive. This is particularly true when you need to consider repositioning your business to ensure it continues to thrive.

“Your brand is the public face of your business,” writes the team at The Marketing Donut. Thus, a well-executed rebrand can allow your company to reflect any market dynamics while also gaining a competitive advantage.

Primos agrees: “If you see a competitive advantage to present an entirely new perception of your brand, then a revolutionary approach is viable.” This includes instances where you may have lost market recognition and need to rebuild to remain relevant.

Also, it’s worth nothing that not many people are interested in a new logo or corporate identity unless it comes along with a refreshing cogent and provoking brand offering, adds Primos.

No: When your ego is involved or brand fundamentals are wrong

A brand should always be customer-centric, points out Primos. This is why any rebrand on the back of your ego, or for the sake of it, is dangerous.

“[Your rebrand] should present an offering and delivery that means something to the engagers of your brand,” he says. “If you feel you may be considering a brand refresh, or rebranding, purely from an ego or rivalry point of view, then perhaps the timing is not quite right.”

This is not to say that you can’t rebrand. However, you do need to look closely are your reasons, and objectively so.

At the same time, if the fundamentals of your business (operations, product development, service deliver) are out of kilter, then a cosmetic brand refresh may only be a short-term solution, adds Primos.

Has your company undergone a recent rebrand? Do you have any advice for a company that’s considering it? Tell us below.