When to rebrand

“Cookie cutters are for baking, not branding.” — David Brier, The Lucky Brand

“It’s time to rebrand.” Have you ever heard that statement from a board member, C-suite executive or marketing director at your credit union or community bank? If you’ve been around for any length of time, more likely than not the subject of a rebrand has arisen in various discussions.

Rebrands are popular. But are they necessary? Only if a brand update is a solution to an existing problem. You never want to rebrand just to rebrand.

Before tackling if it’s time to rebrand, let’s first define what we mean by that term. A rebrand is a strategic process of updating who you are. As we routinely tell our clients, branding is more cultural than collateral. Rebranding typically involves four steps: research, strategy, creative and training.


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