After many years, Blaze Concepts has finally undergone a well needed refresh with entirely new branding. But how do you know when its time for a change?

In truth, we have been in need for a brand refresh for a while. However our focus has always been to help and support our clients, so our own rebrand was put on the back burner with the mantra “if it ain’t broke…” Yet on reflection, not adapting to our growing business the branding could have been holding us back.

At the start of 2024, we set aside time to start working on our new look, while ensuring we still provided the same high standards of support our clients.

So, with over 20 years in the industry and reflecting on our own experiences, we felt it could be helpful to put together a rough guide on how to read the signs for when your company needs a rebrand.

1. Outdated Visuals

One of the most obvious signs is when your branding looks like it belongs in a time capsule. Trends maybe circular but they always change, and what may have been cutting edge a decade ago could now be seen as “stuck in a rut”. If your logo and overall branding feel stale to either your clients or your team, it’s time for a refresh.

In 2017, visual improvements were made to the branding including making the icon more circular and using a wider font, which helped with its longevity.

However, the literal flame iconography was starting to burn out and the use of orange certainly felt like a past trend with poor accessibility. As a team we felt that this brand was a reflection of where the company was nearly a decade ago so we needed to get with the times.

2. Technological Advancements

With the growing number of digital platforms and social media sites, brands need to be flexible and work across various mediums and screen sizes. If your current logo doesn’t scale well or looks outdated in digital formats, it’s a sign that it’s time for a redesign to be optimised for the digital age.

At times we had to manipulate our previous branding to ensure it worked best in set ratios and screen sizes, which is not best practice for a strong visual identity. However, now, due to our flexible brand identity and guidelines, we can convey our brand across all digital media and print without issue.

3. Ineffective Communication

The goal of a successful brand is to instantly communicate your company’s message, values and offerings to your target audience. This can be conveyed in various ways from use of colour, type faces, iconography and more.

If customers misinterpret or fail to connect with your brand, it’s a clear sign that your branding strategy may needs a rethink.

We wanted to let our audience know that we have a greater mix of technological skills with a creative edge than just a standard web agency.

4. Company Evolution

As your company grows and evolves, so does its values and mission. If your branding no longer aligns with these core principles, it can lead to confusion or disconnect among stakeholders.

A rebranding effort can realign your visual identity with your company’s current ethos and aspirations.

5. Change in Target Audience

Businesses evolve, and so does their target demographics. If your company has shifted its focus to appeal to a new audience segment, your branding should reflect this change. Understanding your target audience’s preferences, values, and aspirations is crucial for crafting a brand identity that resonates with them.

Other Reasons

While this guide is pretty extensive and ties in with our own reasons for rebranding, there are many other reasons why a new look could be the right move for your business.

Needing to stand out:
If your branding blends in with competitors or fails to communicate what sets your company apart, it’s a sign that your brand identity needs refining.

Negative Associations:
Sometimes, external factors can tarnish a brand’s reputation, as well as changes in consumer perception and shifting societal norms can cause your brand to suffer. Rebranding offers an opportunity to signal a fresh start and rebuild trust with your audience.

Stagnant Growth or Declining Sales:
If your company is experiencing slow growth or declining sales despite other efforts, it could be a sign that your brand no longer resonates with your target market. A fresh brand identity can reinvigorate interest and attract new customers.

If a rebrand is something that you are considering, get in touch with us today.

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