If you're contemplating a rebranding, there are certain months you may wish to steer clear of for optimal results.
Ready to dive into the timing of a rebrand? A recent study by Bynder sheds light on some seasonal trends in when companies are most likely to unveil a new brand. July, March, and February are the top contenders, while September, June, and December are less frequent picks.
While this methodology has its limitations—it's based on media mentions of 'rebrand'—let's explore why these patterns might emerge. Manisha Mehta, a global PR and comms expert at Bynder, explains:
July might be the highest-performing month because it lines up with fiscal-year planning for global companies. This is a prime time for mid-year strategy resets, making it a strategic move to refresh a brand before H2 launches or Q3 campaigns.
On the other hand, March and February offer natural windows for brand rollouts, often tied to annual planning following the planning foundation set in January. These months also set the stage for major marketing activations in spring and summer, allowing teams to embed the new identity into wider campaigns.
However, not all months are ideal for rebranding. Bynder suggests that quieter months, like December, might present opportunities. But, December's end-of-year campaigns, reduced stakeholder availability, and consumer fatigue make it a risky proposition for securing attention for a rebrand.
June tends to be a transition period, with decision-makers either gearing up for summer holidays or fiscal year-end, leading to potential delays in execution or reception. Lastly, September sees a return to business as usual after summer, with teams focusing on delivery rather than transformation, potentially making it less suitable for introducing large-scale change.
So, what's the takeaway? While rebranding in one particular month doesn't guarantee success or failure, it's essential to approach rebranding intentionally and craft a strong plan for communicating the new look. If you decide to rebrand during a busier month, be prepared to vie for attention. Similarly, if you choose a quieter month, ensure your reasons are clear. You might find it pays off.
What's been your experience with rebranding during different months? Has it affected how your rebrand was received or the press attention it received? Share your thoughts below!
If you're just embarking on your rebranding journey, check out our logo design tips and tips for successful brand impact. For inspiring rebranding examples, take a look at the winners of the Brand Impact Awards 2024. Happy rebranding!
Curious about the advantages and disadvantages of rebranding in popular versus less popular months? Here's a quick guide:
Advantages of Rebranding in Popular Months
- Increased visibility
- Higher sales potential
- Trend alignment
Disadvantages of Rebranding in Popular Months
- Competition
- Higher costs
Advantages of Rebranding in Less Popular Months
- Cost efficiency
- Less competition
- Focused audience engagement
Disadvantages of Rebranding in Less Popular Months
- Lower visibility
- Lower sales potential
- In planning for a rebrand, the timing can significantly impact the process, as shown by a study by Bynder that reveals popular months are July, March, and February.
- July, with its alignment with fiscal-year planning for global companies, presents a strategic opportunity for mid-year strategy resets and refreshing a brand's identity.
- Creating a new brand identity in March and February often aligns with annual planning, giving teams a natural window for embedding the new identity into wider campaigns.
- During quieter months like December, opportunities may arise due to reduced competition, but end-of-year campaigns, stakeholder availability, and consumer fatigue can make it a risky proposition.
- Once a rebranding decision is made, it's crucial to approach the process intentionally and develop a strong strategy, whether rebranding during a busy, visibility-rich period or a quieter, cost-efficient one.
