Love it or Redesign it? When to Rebrand.

“The cobbler’s children have no shoes.” Until the pandemic hit, this was an expression we lived. But then there was the pause and we took inventory of our own marketing materials. The first thing we noticed was our logo which we designed when we first opened our doors in 1997. While we have a great affinity with the monogram, the typeface and icon itself felt a bit dated. It was time for a rebrand. It was fun to be in the client seat and it helped us understand what you might be considering right now.

Why rebrand? When considering a rebranding (which includes anything that modifies your brand), it is critical you understand the reason for the rebranding. Is your logo:

1. Outdated. Logo design is a bit like fashion—typefaces and colors come in and out of style. Rebranding can help your brand appear more relevant and current.

2. Lacking an emotional connection.

3. Not reflecting current ownership, leadership. Businesses change over time. Perhaps you’ve merged with a new company and need to reflect that in your brand or you have a new CEO who is breathing new life into the business.

4. Not updated for a name change. This usually requires an immediate rebrand to not only reflect the change visually but to comply with legal requirements.

5. Not reflective of additional products or new services. A rebranding can reflect your organization’s evolution and stimulate growth for these new products and services. It can also help you gain a market advantage.

6. Not helping you overcome a bad reputation. Rebranding can change the way your business is perceived.

7. Resonating with your current audiences. Businesses rebrand to attract new audiences or become more appealing.

8. Not looking good across all your marketing channels. Brands need to work across more platforms than 10 years ago—does your logo fit into the small circle on your Facebook page? How does it look as a favicon? How does your logo appear on a cell phone? Can you see all the detail? Long horizontal logos are very hard to work with these days.




If any of these ring true. It could be time to rebrand.

How do you rebrand? If you’ve decided to rebrand, what next? In my 20 years of branding experience, the projects that have been the most successful have followed these steps:

1. Know your customer – Don’t just describe them with demographic information (40 year female) but rather build a psychographic profile of your ideal targets and know what makes their pulses quicken.
2. Understand your business – If an outside organization or consultant is doing the work, it is critical they understand your business and audience. We like to do this with our Deep Dive during which we review all the existing marketing materials and business plans, talk with key employees and staff as well as take a look at your peers. This culiminates in a BrandMap TM and marketing plan.
3. Establish strong positioning. You cannot be all things to all people. Nor do you want to. Focus on what makes you unique and what messages are going to resonate the most with your target audiences.
4. Set a realistic framework. Set a budget, define all the tasks, select a launch date, build a timeline and continuously monitor the timeline and budget.
5. Build an effective team. Have the tasks covered by effective individuals who will yield good results and have the authority to make the tough choices.
6. Refine. Rebranding involves the logo or icon, fonts, color palette and a tagline. We start by creating several icon sketches and pairing them with organization’s name in several different fonts. Once that is finalized we add the color. Then it’s time to add some secondary colors and fonts to use with the marketing materials. It’s important you get this right as your new logo should last.
7. Be Consistent. A Style Guide is a good way to keep everyone on the same page. We also recommend sharing the new brand in a variety of formats and files to make sure it’s being used consistently. And then there’s the rollout.You need to replace the logo EVERYWHERE it appears. This means signage, stationery, uniforms, ads, listings, sales materials, social media and on your website. Be sure you set aside adequate time and resources to roll out the new look.




Brands build trust & engagement with your coveted audiences. They create a competitive advantage and last for many years (brand equity). Investments in a good brand return considerable rewards as well as competitive advantages especially during these turbulent times.

Have you gone through a recent rebranding? We’d love to hear your story.
Need some help? That’s why we’re here!

DIY Social Media – How to set up your Instagram Business Page and Post with Success

“My experience was fantastic and exactly what I needed. Cazzy was very helpful and answered all my questions enabling me to effectively take control of my own social media. I found huge value in working with the team.” – Matt Ulrich, Ulrich Landscape In this ever changing landscape of “new normal,” we are being asked by […]

New Workshop! Marketing in a Pandemic

Join us on July 22nd at 10:00 AM as we present: Marketing During A Pandemic – An online workshop with the Mass. Small Business Development Center Network. Click here to register for FREE! The Massachusetts Small Business Development Center provides small business owners and entrepreneurs in Massachusetts with the highest quality, no-cost, confidential business counseling, training, […]

Ways To Step Up

It’s long past time for those of us who hold privilege to listen, learn and support our black friends and beyond. While we don’t even pretend to have the answers, we believe that small marketing firms like ours can educate ourselves and become part of the solution. Here is a list of resources we’ve found […]

Happy Memorial Day from Communications, Ink!

This holiday weekend, we hope you find some time to relax and enjoy the company of family and friends in this “socially distant” time. We have put together a few ideas to get you started. Oh and, the Gumby Slumber is just as good with or without rum! So relax and enjoy… Start a fun […]

Marketing in The New “NORMAL”

From what we hear, social distancing is here to stay. That impacts not only our health and well-being but the entire way we interact with each other. As a business owner, entrepreneur or director, you are trying to figure out this new “normal” and how you can survive. That’s where we can help… Marketing in […]

Communications, Ink and LuminArtz Light Up the Night!

What does a marketing company, non profit, visual artist and a bunch of Epson projectors do when they find themselves in a pandemic? Well, we Light Up the Night. In mid March, with most projects and funding on hold, Communications Ink, a strategic marketing firm and LuminArtz, a non-profit organization that brings art to light, brainstormed […]

Giving Tuesday is Almost Here…

As a non-profit professional responsible for marketing, you’re probably wondering what to do on Tuesday. Do you charge ahead with the plan you had put in place months ago? We suggest a modified approach across your email and social media platforms. 1. Acknowledge the times. Reassure people you understand these are hard times for everyone. […]

6 Steps to Activating Your Social Media Campaigns During a Pandemic

We are all trying to get used to our “new normals” which aren’t anywhere close to normal. What’s appropriate to say? Is it even appropriate to be marketing right now? The answer is a quiet yes. Small businesses and non-profits can’t afford to sit back and wait until this is over because the truth is, […]

Advice on Marketing during a Quarantine

Boy we wish we were meeting with all of our wonderful clients, enjoying the collaboration of face-to-face interaction but social distancing seems to be here for the foreseeable future. Rather than dwelling on what isn’t or can’t be, everyone at Communications, Ink is looking forward. To get through these times, we are doing what we […]