Rebranding...I know the word gives some of you anxiety, because it gave me anxiety too. I had spent SO MUCH TIME (an money!) building my first brand identity. Launching that first iteration of your brand and sharing it with the world is scary – it requires bravery, vulnerability, and a whole lotta faith. All that love, passion, and energy you have for your business is powerful stuff. But if that love, passion, and energy gets put towards the wrong things (like positioning your brand incorrectly), it can lead you down a dangerous road.
If you've been wondering whether it's time to invest in a rebrand for your business, here are some of the top reasons I tell my brand strategy clients to change things up:
You've changed your official business name. This one is a NO BRAINER. The simple fact of the matter is, if you change your business name, people are very likely to get confused if you try to keep your old brand story, guidelines, and visuals the same. If you've gone through all the trouble to change your legal business name (re-registering as an LLC, obtaining a new trademark, etc.), go through the extra steps it takes to rebrand and relaunch confidently!
You want to target a different audience. Your target audience impacts every aspect of how you brand yourself. It informs your brand story, speaking & writing voice, brand visuals, price point, and so much more! Do some market research on this new audience, and make a chart of the similarities and differences they have with your current audience[s]. If the differences list is WAYYY longer than the similarities, it means that this new audience will most likely respond better to a different set of brand guidelines. So start planning your rebrand now!
You are launching a new line of products or services. Are you changing up your product or service menu? This can be a big deal for your brand! A completely new product or service line that is separate from your current line of business will most definitely require a new brand strategy and design aesthetic. Again, assess how different these products/services are from your current offerings. If they are aimed at a different target audience, have a completely different price point, or position you in a totally new career field, then REBRAND!
Your current branding is outdated & needs a refresh. The sad truth is that branding, like anything else, becomes outdated. Trends come and go, but your business still needs clients & revenue. Which means we need to adapt to keep thriving and keep up with the incoming competition. I recommend doing a brand audit with a strategist or designer every 5 years. It will give you the opportunity to assess your current branding & whether or not it is delivering the results you need. From there, you can make an informed decision about rebranding your business.
You have drastically increased (or decreased) your value & pricing. Money talks, babe! If you're planning on making a huge leap in pricing for your offerings, it might be time to re-assess your branding altogether. Because if you're increasing your prices, chances are you're in the market for a new client base altogether. And these new clients will have completely different tastes and expectations. So think about it: if you're willing to value your services at 2-10x their current value, shouldn't your brand be designed to support that value as well?
Your brand is the face of your business. It is the first impression your audience has of you. It has the power to land you your dream clients or push them away. You're making big changes in your business. So invest in your rebrand, because ultimately, it is an investment in YOU!
CEO, Lead Photographer & Chief Strategist
at The Branding Babe