Your brand has a big say in the success of your business. The visuals, the voice, the values… everything related to your brand has an impact on the kind of impression people have of your business and whether or not they choose to use your services or not. As it grows and evolves, your business will likely need to undergo some rebranding. This could mean a complete overhaul of your brand, or more minor adjustments and redirection.
Rebranding is a huge opportunity for new business growth when done right. It can be a fresh start for your business and help you align your current goals and values with the message you’re projecting to the world. It can help you reach a different audience, or rejuvenate an existing one. Basically, rebranding can help you to reach your business goals faster. Here’s how.
Rebranding helps you meet the expectations of your target audience
The quality of your clients plays a big part in your business. You want to make sure that the clients your brand is attracting matches with the kind of clients you actually want to work with.
So, when you think about where you want your business to be when you reach that next big goal, what do your clients look like? Think about their budgets, how they communicate, and what’s important to them. What do they look for, in a business? Like it or not, the way you present yourself, and your business, matters. Appearances aren’t everything, of course, but that first impression your prospects get is likely to be based on what they see.
So rebranding lets you reassess what kind of clients you want to work with and to adjust your current brand accordingly. Your brand might be perfect for the kind of clients you’re working with today and that’s great as long as they’re the clients you want to keep attracting. But it’s common for businesses to start looking for clients with bigger budgets or bigger projects as they grow. To attract those clients, your business has to look the part and be seen as the right fit before you’ve even started working with them.
Rebranding obliges you to define your current values and purpose
Typically, your core brand values and purpose are things that should remain pretty consistent through the life of your business. While your logo may be redesigned and your website goes through iteration after iteration and your goals will (hopefully) just keep getting bigger and bigger, the elements of your brand foundation should be pretty steadfast.
That said, it’s not uncommon for a business to take a little time to find what it truly stands for. Chances as (especially if this is the first time you’ve build a business of your own) the nature of your services will change a few times before you settle on a clear direction.
Evolving and narrowing down on your direction is a good thing, but it does mean your brand might need some clearing up to keep up. Maybe you thought you had solid core values but now that things have shifted, they might not be as relevant anymore.
Rebranding, particularly if you hire someone to help you out with it, forces you to articulate the message you want to convey. Why does your business exist? What does it stand for? How do you communicate that to your ideal audience? This is incredibly useful because it makes you identify what is most important to your brand and allows you to move forward with more confidence and clarity.
Related post: How to know when its time to rebrand your business
Rebranding gives your business fresh new life
Sometimes your brand just starts to feel a bit tired. Maybe times have changed and your brand message doesn’t have the same impact it used to have, or the design of your website has become sorely outdated.
While complete rebrands are not something to be taken lightly, sometimes they can help to give your business a fresh start and jolt it back into the spotlight. They can be a chance to demonstrate how your business has continued to adapt and respond to changes in the market or in the world.
The thing to be very mindful of is to not leave your existing customers or clients confused or left behind. When a business rebrands, it almost always gets some pushback from loyal followers who are concerned that changes will mean they may lose the things that they love about the “old” brand.
So, while you breathe some fresh new life into your business by rebranding, be sure to take steps to keep your existing audience on board by giving them as much focus as you will to any new clients the rebrand may attract.
I know all business owners are driven and passionate people who are always looking to reach that next level. The traits we have that made us start our businesses in the first place are what continues to motivate us to hit that next goal. Your branding is naturally going to evolve as your business grows so take advantage and keep ahead of the curve by rebranding and making brand adjustments with your goals in mind.
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