Making the decision to rebrand your business can a big one. I toyed with the idea for months. I asked colleagues and family, but never got a response that made me decide one way or the other. On one hand, I had built up a successful little design studio. I was growing my client base and finding my groove. Plus I had a very personal attachment to the name.
But on the other hand, it just wasn’t fitting anymore. My product and brand focus had shifted. I wanted to expand, and hone in on my target audience. So, I went all in for a rebrand.
So, how do you know if you’re ready to rebrand your business? Here are a few questions to ask yourself so see if it’s right for your business.
If I could give one little piece of advice to myself when I was starting out, I would say THINK BIG! When you’re starting out, it’s easy to think in the here and now, but planning for bigger and better is never a bad idea. Be wild, be daring, imagine your business as big as you can, then go from there.
I never envisioned that my little Etsy shop would turn into a brand and web design business. But as I started doing more custom wedding invitations, I realized how much I enjoyed the process.
When I got my first request for a logo design, there was no turning back. Soon I was adding print collateral and custom website design to my services. My problem was that I didn’t think about the future, especially five years down the road to where I am now. If I had I would be in a different position.
Defining your target audience should be #1 on your list. Knowing who they are and what they want. If you can figure out who you’re selling to, it makes it a lot easier to know if your branding is working or not. But you may have chosen your branding elements based on personal preferences. It happens a lot. Sometimes it works if your ideal client is like you. But sometimes you may not be your target audience.
I’ll give you an example. Last year I did a brand refresh for a photo booth company. The owner knew her target customers were higher income females, even though she didn’t consider herself as such. This unfortunately showed in her brand, and she was losing customers.
She admitted that when she was first starting out, she made design decisions based on personal preferences. The result was an earthy and muted palette, pretty, but not luxury.
Through the rebrand we honed in what that dream customer wanted. And built a brand that would appeal to her specific tastes.
The result? A better customer interaction that read modern, fun and lavish. It added instant value to the brand and increased sales immediately.
You know the old saying, if it ain’t broke, don’t fix it? One thing to consider when you are thinking if you should rebrand your business is if it’s even necessary.
Go back to thinking about your target customer. Will it confuse them? Have you been blogging for years and already have a large following and a loyal customer base? Your branding may be strong enough already.
Ask yourself, do people see photos or products on Pinterest and immediately know it’s from you? If so, maybe you should rethink rebranding . Which takes me to my next point.
If you’re still dead-set on change, instead of rebranding, you may only need a brand refresh. Many times when you’re starting out, you were on a shoestring budget, and didn’t have the money upfront to work with a designer. And that’s totally OK. But when you find yourself outgrowing your DIY, it’s time to take your branding to the next level.
A brand refresh is a great way to update without disrupting, and can be just as exciting! Plus it’s usually less stressful than a full on rebrand. Personally I love brand refreshers. Get in touch if this sounds like something you might like to work on together.
I’m a self admitted Pinterest addict. I could spend hours looking over the beautiful branding boards. It’s inspiring to see my peers work.
I also like to stay on top of the trends. But here’s the thing, that’s all they are, trends. Today they are awesome-sauce, but tomorrow they’ll be old news.
Think of the difference between fashion and style. Think back on some of your fashion choices over the years. Eeek! I bet there are some things you wouldn’t be caught dead in today. Love ‘em or hate ‘em, we all buy into trends.
As I’ve become older wiser, I’ve started to find my true style. I tend to gravitate towards clean, simple and minimal pieces. I’ve had the same little black dress for YEARS! Most of my clothes are classic and will never go out of style. And best of all, it’s my style.
Don’t fall victim to trends when it comes to your brand. I challenge you to take a look at your brand.
Will your new brand
It always comes down to money, doesn’t it? The thing to remember when you rebrand your business is that it’s going to be an expense.
Truly take the time to think about the cost of rebranding. Yes, you will have to pay your designer if you choose to work with one. But it doesn’t stop there. You will want your head shots, product photos and web images to match your new brand. So you might need to hire a photographer.
New business cards, invoices, product tags and stickers will be an investment as well. You may need to consider if there will be legal fees for business registration, copyright and trademarks? Will you have product loss because they are marked, packaged or branded with your old logo?
Also consider if you can afford the time. If you have an organized designer that you trust (hi!), then you may get off easy. But if you choose to rebrand your business by yourself, you may be looking at a long term project. Will that decision pull you away from the business for a while? Can you afford to lose orders or customers during this process?
Having recently gone through a rebrand, I can tell you that it is a large time investment. One that will require a lot of attention. Trying to redesign my own brand while working with other clients was difficult. The client always comes first, which put me in the backseat quite a bit! At the pace I was going, my website wouldn’t be ready until summer, and that was too long for me.
I decided to launch the blog, even if it wasn’t perfect. My brand messaging will shine through more as I continue to blog. Even though it has been a stressful process, I’m so happy I made the leap to Rorymade!
Have you recently rebranded? I would love to hear what made you take the leap and your overall thoughts on the process.
I have openings coming up next month.
LET’S WORK TOGETHER>>
I would love to hear your questions or comments below!