How do you know when it’s time to rebrand your business? It’s not something you want to do often, but it’s also something you should stay on top of. If you’re rebranding your business every year and aren’t experiencing extreme growth, you might be rebranding for the wrong reasons.
At the beginning of 2021, I launched my rebrand with the wonderful Bonnie Joy from B is for Bonnie. It was a year-long process that was so worth the wait! Making the decision to rebrand had been on my heart for a while. After a few months of thinking about it, I finally decided it was the right time. It had been 3-4 years since I had updated any of my branding, so I needed a revamp. This included my logo, colour palette, messaging, website, and overall marketing.
I knew it was time to rebrand my business because of these three reasons:
#1: Non-ideal client inquiries
The most prominent reason to rebrand your business is if you’re receiving more non-ideal client inquiries than ideal client inquiries. You want your branding to attract people who align with you and your business, and repel the rest.
If you are receiving these inquiries, it could be a sign that there is a disconnect between your overall brand and the experience that you’re offering potential clients you’re wanting to work with.
You want your brand to be a reflection of you, your value, and the experience you provide. This will then attract the people that you align with the most, and ward off the others.
Before my rebrand, I was receiving multiple inquiries from clients that I did not resonate with. The first step I took was adding pink to my brand colour palette! I chose more bold and expressive imagery and clearer messaging that spoke to who I was trying to attract.
#2: Change of industry or services
Another cause for a rebrand is because you’re growing! Your brand should grow with you and your business, or if you’re adding services that need to be reflected. If your business is planning on making any major changes, it would be the perfect place to start.
For example, I added coaching for creative entrepreneurs and speaking to my list of services. I also changed industries from weddings to branding. As a branding photographer, I now showcase a different part of my personality that was vacant from my previous website. My old brand was outdated, bridal inspired, and completely lacked my personality.
Bonnie was able to create a brand that shares a heartfelt reflection of who I am, and who I was becoming as a coach. Not to mention, I was able to update all of my services at the same time. It perfectly represents how I want to show up as a professional!
#3: Missed opportunities
Perception and positioning are everything when it comes to branding. If you find that you’re missing out on opportunities, there could be a disconnect between how you want your audience to feel about you and your business, and how they actually feel.
Your brand’s job is to ensure that your audience knows almost everything about your business without having to look very hard. Creating an emotional connection between your audience and your brand will position you as an expert in your field.
My rebrand allowed me to step into the role of a coach as well as accept opportunities as a speaker. My brand became a genuine reflection of all that I stood for in my business. This helped me scale and diversify my income, and I was able to make back my investment with Bonnie in just a few weeks!
READY TO REBRAND?
If you’re on the fence about investing in a rebrand and have noticed one or more of these reasons showing up in your business, I would recommend researching brand designers. My favourite designers are Bonnie from B is for Bonnie (of course!), Lauren from L.T. Creative, Patricia Mari Creative and The Coast Kit!