When Is the Right Time To Rebrand?


Rebranding your company is a big step, and one that should not be taken lightly.

However, there are times when doing so can be beneficial, and there are ways to implement this change that can minimize any disruption in business.

We have first-hand knowledge of this topic. The company that has been 360 Business Consulting since its inception is now in the process of rebranding under a new name – 360 BC Group.

Why are we doing this? It’s not just about the name change. In fact, it should never be just about a name change. Ask Radio Shack, when the struggling retailer changed its name to “The Shack” in 2009, expediting its path toward obsolescence.

Our decision was motivated by the fact that ‘business consulting’ is no longer the best description of what we do or how we serve our customers. We’ve also changed our selection of marketing and technology services – expanding some and eliminating others.

Finally, 360 BC Group is a more appropriate name because we are no longer just one company. Last year we founded 360 Civic, which focuses exclusively on public sector entities such as school districts, utilities, and state, city and county government websites.

Is Your Company Considering a Rebrand?

There are many reasons why this might be good idea. The motives most often cited are when the company expands or is acquired by another business, or when ownership changes, or to improve market awareness. Some companies also rebrand after acquiring a bad reputation under their current name, but we know that’s not you, so we’ll just move on.

Once you’ve made the decision, the real work begins. In a sense, a rebrand is almost like starting over again with a new company. You have to ask yourself the same questions you did last time:

  • Why do we do what we do?
  • What is unique/special about our product or service?
  • What is your vision for the company?

In addition to a new name you’ll need a new logo, a new website with a new URL, and an organized marketing strategy that incorporates outreach to new and current customers, social media, and public relations to educate the public about your new brand.

Need help? Contact us. We know how to ease the transition from who you were to who you want to be.


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