I started this LimeLight agency journey three years ago. When we first started, my goal was to build a creative marketing agency which would create new jobs, and grow both the companies we work with and also the people who work at LimeLight. I am super proud to say that three years on, this is exactly what we do, and we’re not changing that. So why are we rebranding LimeLight, and why and when should businesses consider their own rebrand?
What is rebranding?
First, let’s take a step back and look at what rebranding is. It can actually mean different things to different businesses, but essentially it’s all about changing something significant about your brand. That could be something obvious like a new logo, photographic style, color palette or even brand name (although this is relatively rare), or something more subtle like a slight change in your messaging or tone of voice.
Rebranding is not a decision to be made lightly – it can be a major and daunting task, and should be driven by the needs of your business. However, it can also have real commercial benefits, bringing new opportunities, opening up new channels, and focusing your target audience.
When you consider rebranding, it’s important to focus on your business strategy so you can be sure you’re rebranding for the right reasons. Then all you need is a clear process and a lot of creative vision.
Three years ago, I had a vision of LimeLight as a fresh, creative agency full of new ideas. Our logo included a lightbulb, and that fitted us really well. But although I had this vision, I hadn’t really figured out concretely what LimeLight was – something that’s almost impossible to do when you’re first starting a business.
Fast forward three years and now I know what we’re good at. I have a great team of people with strong and ever-expanding skill sets, I know what type of clients we work best with, and I know that we grow our clients’ businesses because we have the results to prove it. As well as knowing where our strengths lie, I also know the clients and type of work we don’t have the right skillsets for – and I know when to say no. I know my brand story.
How we’re rebranding LimeLight
Our exciting new LimeLight rebrand hasn’t been a snap decision. My team actually came to me and said that they thought we needed a refresh because we had evolved so much. I wasn’t sure. I didn’t want to rebrand for the sake of rebranding (and I would advise any business the same).
We had a lot of conversations around rebranding and what that would mean for LimeLight. If we were going to rebrand, it wasn’t going to just be about having a new logo. A rebrand needed to cover everything, including our website, emails and social content.
It was also important to convey our message and position LimeLight as the company it is now and will be in the future – still a creative agency full of fresh ideas and innovative concepts, but also one which is data-driven. I wanted our brand to convey that as an agency we are strong in both the science and the art of marketing. All this, and I didn’t want to lose the brand we’ve already built up.
After a number of different design concepts, we had what I was looking for. Something which is still attractive but is now more mature and technical, and has clearly come from LimeLight’s origins.
When should you consider rebranding your business?
We had our reasons for rebranding LimeLight, but there are many other motives for a business to consider a rebrand. They could be positive, such as identifying and targeting a new opportunity; or negative, such as damaging publicity.
- Company growth: If you’re preparing to grow, especially internationally, you may want to consider consolidating your corporate identity and products with a rebrand. This will ensure consistency and brand recognition, and will save you money in the long run.
- New market opportunities: When you’re considering entering a new market, it may not work with your existing brand. For example, Apple Computers became Apple in 2007 when it expanded into the cell phone market and announced the first iPhone. Investment bank Goldman Sachs has successfully launched an online retail savings bank called ‘Marcus’ in the U.S., aimed at regular consumers rather than only the very wealthy. They are now rolling it out to the U.K. market.
- Staying current: It’s important for your brand that it doesn’t look outdated or old-fashioned. Modernization is a very common reason for rebranding.
- Staying relevant: In this fast-paced, ever-changing world, it’s important for a brand to stay relevant to their market and their audience. Take the case of Clear Channel, a media company which focused on FM radio, and bought its first FM station in the seventies. With the rise of digital music, it rebranded to iHeartRadio – its recognized digital radio platform.
- Repositioning: A change to your positioning and brand messaging can have very positive results. This often starts with a new strategy or brand promise, and everything from your HR policy and customer services to your products, website, and corporate identity is adapted to fit. A case in point, Weight Watchers has just announced a rebrand to WW in a move to focus on health and wellness rather than just weight loss.
Some companies are pushed to rebrand as a reaction to something significant happening within the business, such as:
- A merger or acquisition
- Legal issues
- Negative publicity
Are you considering a rebrand?
If you’re considering a rebrand, there are a few questions worth asking and points to consider:
- What is the scope of the rebrand you’re considering?
- Have there been any recent changes in your business that may affect a rebrand?
- Have you done your research? This could take into account your competitors, your industry, customers, prospects, and potential future shifts in technology or your market.
If you are considering a rebrand and need help, let’s chat.