Signs That It’s Time for a Re-Brand
If you find that your brand no longer represents your evolving business, it may be time to head back to the drawing board. The idea of a rebrand can seem like a time-consuming feat, but it’s important to remember that, first and foremost, this is a reflection of you and your offerings. So, let’s talk about where you can start polishing to reveal a refreshing, shiny new brand to appeal to both existing and new clients.
What are the signs?
First things first, how do you know that it’s time for an update? Here are a few tell-tale signs that you may be in the market for a change:
· Your logo looks dated. Think about when you first started your business. Did you have a friend design it for you, or use something that was a little more appropriate for your beginning budget? There’s no shame in that! However, if it no longer reflects the quality product you are putting out, you’re underselling yourself. Style is incredibly important, and you’ll need to set your standards high to meet those of your consumers.
· You’re embarrassed to hand out your business cards or website address. Whether you’re ashamed of your hard-to-navigate site, or your plain marketing materials, this is a huge red flag that you’re ready for something new.
· Perhaps it’s hard for you to differentiate yourself from your competition. If you feel like you are getting lost in a sea of other professionals all offering the same thing, then it is definitely time for a rebrand.
· There’s a feeling that you’ve simply outgrown your brand. While this is a nice position to be in, it can place us in a mindset of being stuck. Often when a company grows, they enter new marketplaces that render their current brand ineffective.
· Raising your prices seems a little intimidating. Branding ultimately boils down to customer perception and, if your customers don’t perceive your brand in the right way, then a price rise is almost impossible. Once you feel like you’re worth the extra investment, they will, too!
What can I do to fix this?
When you’ve decided to take the plunge and go through the process of a rebrand, there are several essential steps you need to take to make sure it is done right. First, collect and curate your inspiration to give yourself an idea of where you’re headed. Your brand should speak to you and reflect where your brand is in the here and now. Visuals are a great place to start, and they can guide you in the right direction.
The design of items, like a new or modified logo and website, will likely be at the top of your list, but don’t forget about your other promotional needs. Everything from brochures, business cards, and social media should also be considered to ensure that everything is cohesive. Remember that who you bring on to help design all of these items should be someone who you trust to understand your vision and your needs. Put the call out to business friends and colleagues to get recommendations, or go online and look at some of the brands you use regularly and follow for ideas.
Lastly, but very importantly, create a timeline and stick to it as best you can. A rebrand takes a lot of planning and deadlines, so make sure that you’re in a position to be able to commit time and resources to complete it. Map out a realistic calendar that details what needs to be done and when, and have a firm launch date. This is also the perfect way to renew interest in the eyes of clients.
The big launch
Congrats, you’ve completed your re-branding! Just note that before you decide to formally announce its launch, it’s important to have a plan in place for rolling it out. A multimedia approach is best to get the word out to the most number of people. Be consistent, informative, and sell this new look to your audience.
Rebranding can be a fantastic opportunity to elevate your business in a big way. Take this new venture on for the right reasons, be intentional in your message, and execute it in the right way for your clients, and you’ll no doubt love the result.
Kylie Carlson is the owner of the International Academy of Wedding and Event Planning. With seven locations globally, the academy boasts an internationally recognized accreditation program that brings professional training to wedding planners, designers, and stylists.
