How to know when you’re ready to rebrand.
Are you ready for a rebrand?
So, you’ve been in business a few years now, and back then you just wanted to get started... With a startup budget as well.
So, you do what any good entrepreneur would do. You rolled up your sleeves and got stuck into creating your own logo, after all, you know what you like. And even though you love the look of some graphic designers' work, their price tag is a bit out of your reach at the moment and you can easily jump on the computer and do it yourself.
Bing bang boom, you’ve created your own logo and you’re pretty dang proud. And now it’s time for you to move onto the next step. Getting clients, getting busy and making some money.
Fast forward a few years and you’re now looking at your homemade logo that you were so proud of... and it looks okay, but it’s not something that you’re super proud of or really confident in anymore. And you realise you’re finally in a position to afford that amazing designer you were watching all those years ago.
And there’s your first hint – you’re ready to rebrand.
If you think you’re ready for a rebrand – or possibly on the verge of, read on to see what other hints and red flags you may be feeling and experiencing when it comes to your current branding, and why it might be your turn to upgrade (plus the added benefits that come with it).
You’re ready to get your branding sorted from head to toe.
Okay, so you’ve got a logo, but the original file is saved somewhere on that old computer you were using three or four years ago, that's now in a cupboard somewhere collecting dust. So instead, you’ve just been copying and pasting the (low resolution) logo from your Facebook profile picture.
You had some business cards designed in a new colour and style that you totally loved, last year... But it doesn’t really match your website colours or style.
You think to yourself, ‘Gosh, what a scramble!’ - And that's your first red flag.
For branding to be successful, it has to be cohesive across all your mediums and touchpoints. Every time a customer or client sees anything you produce or put out, are they going to know that it's all from the same brand? Are all your colours, fonts and styles matching across the board?
They should be.
With a good cohesive planned out brand, it makes it easier for a client to recognise you and be consistently attracted and impressed by you.
Added bonus: Your designer will package all your new logo files up and you can stop copying and pasting from Facebook 😉
You’re ready to increase your prices.
If you want to charge premium prices, you have to convince your clients that you’re a premium brand.
You have to look the part.
Now I know this can sound very stereotypical and judgemental, but branding is all about how people see you. It’s all about the perception that you’re putting out – it's what people say about you when you’re not in the room.
If you’re a high end, luxe brand with the high end, luxe branding to match, you’re more likely to attract clients who are looking for a premium service and are willing to pay a premium price.
However, if you have a cheaper looking logo/brand and still charge a premium price, you're bound to get a few raised eyebrows questioning the price and even a couple of hagglers – which no one wants.
You don’t walk into your local $2 Shop expecting high-quality furniture, but you do if you walk into a high-end furniture shop.
Now when you go to a high-end furniture shop you EXPECT more and you’re willing to pay more for a premium product because you know that it’s a premium brand. But if your local $2 Shop tries to sell their coffee tables for the same high-end price, you’re going to question its legitimacy.
You gotta look the part and by rebranding your business while introducing a price increase, you’re essentially reshaping and changing the way people in your target market perceive you.
You’re changing/shifting your business focus and services.
So you’ve been in business for a while and your focus has shifted.
You started off doing what you love but as you progressed and built your way up, you found your real passion and now you want to shift your brands’ services to really focus on that key field.
Or maybe, a little pandemic might’ve changed your plans for you? You’re not alone there!
Whatever the reason, if your branding doesn’t match your new focus, you may cause some confusion when it comes to attracting your ideal clients.
For example: You’re a beauty therapist and your logo is an image of perfectly waxed brows.
You’ve worked in the industry for a while, learnt some new skills along the way and you’ve discovered that your true passion is working with and treating skin and skin health. So, you want to start shifting your business services and focus from beauty waxing to treating skin and all skin related issues.
Amazing! Yay, fun! But does that perfectly waxed eyebrow logo represent skin and skin health? Or is it something else that also needs a change and facelift?
You need your branding to match your services and business goals. Don’t confuse your clients and audience with mixed messaging.
You want to change your business name.
So, all those years ago when you started your business fresh off the starting block, that cool sounding word or using your own name for your brand seemed like a great idea (and don’t get me wrong here, using your own name for your business is totes ok!)
But maybe you hired a new staff member, and then another – and now that solopreneur/personal name just doesn't fit your brand anymore, after all, you have a whole team now.
You want your business name to help sell your services and help let your target market know what you’re all about.
But, as with everything new. A new name can mean a whole list of new things such as: new brand, new logo, new mission, vision and values. Before jumping in too quickly make sure you really take the time to evaluate what your new name could be and how it’s going to be reflected in new branding. Does it align with your goals? Make sure it aligns with your services, name change and business vision and goals. You don’t want to be changing it again two years down the track.
You want to have more confidence in your brand.
Are you a little embarrassed to give people your business cards or send them to your website?
Do you feel like your business cards and website have to come with a little disclaimer? Something along the lines of 'Oh, I have a website but it needs to be updated...’ you should take that as a red flag.
If your website and business cards, logo – anything, isn’t 100% the way you want it, or they’re not representing your business the way you want it to – it needs to go (be updated).
Brands change and evolve all the time. Just because you started with that logo all those years ago, it doesn’t mean you HAVE to keep using it. If you no longer love it or have confidence when sharing it with people, lady, it’s gotta go.
In saying that, I don't recommend updating your logo and branding every year, just ‘coz’. That can cause some serious confusion for your clients and target market, which can lead to mistrust in your brand – yikes, not good!
When branding and rebranding is done right, so it has been well thought out and considered, it will help represent your business now, and well into the future.
But most of all you’re ready for a change.
When you first started out, it didn’t matter what your brand ‘represented’ you just wanted it to look pretty. But, after a few years in business, you now have a better understanding of just how important and beneficial branding can be for your business, and you want to invest more time and effort into it.
You’ve seen how well it works for competing businesses and you want the same results for your own business. You want a piece of awesome pie and a rebrand is going to help you stand out in a crowded market.
As we all grow, we learn new skills and understand the importance (and unimportance) of certain things, and in this case, the importance of proper branding. Whether or not you got it right from the start (good for you if you did!) it’s never too late to change. A rebrand or a refresh could be just what the (brand) doctor ordered to help you find a renewed confidence and brand love.
Key points to think about/take away.
IF...
You’re changing your business name
You no longer love your logo/brand
You want to stand out in a crowded market
You want to love and have confidence in your brand
You want to proudly share your business cards and website
You want to attract a new audience
You want to raise your prices
You need to consider it may be time for a rebrand.
Are you ready?
