1. Why are we rebranding?
This may be an obvious question, but it is often overlooked by most businesses. Don't rebrand just because you want to rebrand. Is there a solid reason for changing the company's brand; will it bring in new customers or convey a new message about your services and offerings? If you can't think of an excellent answer to this question, it may not be time to rebrand.
2. Who is our target audience and has it changed?
Your client base may change over time. Rebranding to match that audience maybe appropriate. Take time to determine if you are aiming your efforts in an effective marketing strategy to better connect with your customers.
3. What image do we wish to portray? Are your brand's colors, fonts or graphics outdated?
This is a critical step to rebranding. If you no longer like your brand or have issues with it, these are things you may want to consider changing. Do the elements of your brand reflect your business goals and strategy? Are your brand elements consistent across the board?
4. Can people understand your message at a glance?
In an ideal world, what would your brand say? What emotions do you want to portray, and what do you want people to recognize about your services at a quick look? How are you different from your competitors, and what does your brand say about you that lets you stand out from the crowd?
5. Is there equity in your current brand?
Is there anything in your current brand you want to carry forward? Does your current brand have a positive or negative connotation? If you have a less than stellar reputation and are looking to change your image to shake off a negative past, rebranding may help as long as other changes have been made to fix the past issues.
6. Will this branding work in 5-15 years?
Think about how your logo will work on your website, printed materials, business cards and social media. Colors should not be "trendy" but rather something that will outlast the latest trends. Choose a brand that will not pigeonhole your company into a certain demographic as your business evolves. Brand around your target audience to speak to your largest demographic. Simple designs and ideas work best. Always remember to KISS - Keep It Simple, Stupid.
7. Will a rebrand make you money?
Judge if this realignment will make your company more money by better conveying your service offerings. If your rebrand isn't centered around something that will generate more profit, rethink why you are rebranding.
Bonus Question. Have you considered all aspects of your brand?
Rebranding isn't just your logo; it embodies the entire company message and personality. It may go as far as the furniture in your office and the clothes you wear.