Rebranding Your Business

Jim Fredericks, Executive Director, PPMA

When you first launch your pest control business, one of the first important steps you take is deciding your brand. Logos, colors and a cohesive appearance can make or break a customer’s first impression of your business, especially if they are aware of your competitors within the industry. Even if you’ve landed on a brand you like and plan on keeping it for a while, every few years you’ll find it has become outdated as design trends change. But don’t worry, this is common! In fact, 74% of the S&P 100 companies have rebranded their business in the first seven years. Rebranding is a big undertaking but can have significant payoffs if done correctly.

HOW TO KNOW IT’S TIME FOR A REBRAND

Some pest control businesses could be tempted to rebrand if sales are slowing or if they feel they are not reaching their target audience. While this seems like the right next step, businesses should reconsider and reevaluate their marketing programs instead to see if they can avoid the cost and heavy lift associated with a rebrand.

One way you can know if it’s time for a rebrand is if you feel your business’ vision or mission has changed. Your business might have a different message or model now compared to when you first launched your business, and your brand needs to reflect that.

Another reason for a rebrand is if your target audience has changed. Look at your current brand and determine whether it would appeal to your new potential customers. If not, adjust your tone and look to fit their appeal.

As mentioned, competition can also have a significant impact on your decision to rebrand your business. If your customers can’t tell you apart or if you think your competition has the upper hand when it comes to their brand, this could be a good reason to consider a rebrand to set your pest control business apart from others.

Lastly, and the most obvious, determine if your branding is outdated. Even the best logo has an expiration date, as seen with major companies like Pepsi, Starbucks and Apple. Giving your business a fresh look can instill confidence and even be what catches a potential customer’s eye.

WHAT TO CONSIDER DURING A REBRAND

Rebranding is more than refreshing your logo, even though that is a significant part of the process. There are several other steps that must be taken, including logistical concerns like ensuring there aren’t any trademark issues and that you’re prepared for the legal requirements if you are changing your business’ name. Those steps include:

Shifting your brand position, ensuring your new mission and values are included to communicate them to your customers. If you’ve changed your mission or values, does your new slogan match up?

Integrating your new brand visuals into social media assets, any printed materials and your website to rebuild your brand identity. This includes your new logo, colors, fonts, etc. Are you following brand guidelines to ensure you’re being consistent after the transition?

Updating your marketing program, depending on how significant your target audience has changed. If your business performed market research during your rebrand, look at the data and make changes to your marketing program so you’re reaching potential customers following launch.

Whether you’re doing a partial or full rebrand, it’s a decision that can have positive impact on your business but should be approached in a careful and deliberate manner. Don’t jump right into it without doing your research and weighing the benefits. Businesses that put in the work for a rebrand to understand who they are and have a clear vision what they want to become are the ones that see the most success.