Invoqo Tools.

Rebrand or Reposition? · free · 3 minutes

Does your brand need a rebrand at all?

A new logo won’t fix a brand nobody can tell apart from its competitors. Twelve signs, in three groups, to tell what the brand actually needs before spending on it.

  1. 1 Positioning

    People don't know why they should pick you over the alternatives.

    • Customers describe you in generic category terms ("it's a namkeen brand", "it's a skincare brand") rather than anything specific.
    • You compete mainly on price or discounts because there's no other reason to choose you.
    • Your sales team or distributors explain the brand differently from each other.
    • Your ads work only when they're about an offer.

  2. 2 Identity

    You know exactly why people should buy from you, but the brand doesn't communicate it

    • The brand was built for one product and now covers several, and doesn't stretch.
    • Packaging doesn't stand out — or looks less trustworthy — next to competitors on the shelf.
    • Things look different on every channel because there are no rules for how the brand should be used.
    • You're moving into a new market (modern trade, export, a premium tier) and the current look doesn't fit it.

  3. 3 Execution

    The positioning is right and the identity is fine, but distribution, pricing, ads or the website are letting it down.

    • People who try the product come back, but not enough people try it.
    • Sales are strong where you're stocked and weak where you aren't.
    • The website gets traffic but few orders.
    • Margins are too thin to afford the marketing the brand needs.

How it works

  1. The twelve signs are from our guide to rebranding, in three groups of four: positioning, identity and execution.
  2. Answer yes where a sign fits your brand today.
  3. The group with the most yeses is the likeliest problem. On a tie, execution comes first (it is cheaper to fix, and a rebrand won’t fix it), then positioning before identity.

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