It’s not always easy to know when it’s time to update the look and feel of your brand. Here are five common signs you’re ready to dig in and rebrand your service-based business
Going through a rebrand is not an easy process, which is why it’s not necessarily a good fit for everyone. It’s not just about getting a new logo and swapping it on your website or social media channels. It’s about intentionally and strategically updating the entire brand experience someone has with your business. Sound complicated? Well, it can be. On the positive, if you’re rebranding your business for the right reason, it can completely transform the way you show up.
So, how do you know if now is the right time to embark on a rebrand for your business? I’ve rounded up five signs you’re ready to update the look and feel of your brand.
#1: You’re serving a new audience
When I first started Witt and Company, I went all-in on targeting bloggers. Having had our blog, North Country Nest, for nearly two years, it seemed like a no-brainer ideal client. Fast forward to nearly one year later and I decided to make the switch to service providers. I knew that the way I communicated to this new niche was going to change the overall look and feel of my brand, so I went through my own branding process. Similar to pivoting an offer, changing up who you serve can significantly affect how your brand is experienced. You’re going after a new market filled with people who have different desires, outcomes, visions for success, problems and challenges. Meaning, the way you communicate your brand will be very different and the overall experience should be aligned with that new niche, ideal client, market, category, etc.
#2: The visual brand doesn’t effectively or accurately communicate the brand experience
Whether you hired out the visual brand design or did it yourself, you’ve come to realize that how you want people to think, feel and act when they experience your brand isn’t being reiterated through the visuals. Perhaps your brand visuals are filled with muted colors, soft script fonts and pretty floral patterns, which would be great if you wanted the brand experience to be elegant, romantic and sophisticated. Except, after working in your business for some time, you now realize that you want a loud, excitable and fun brand experience. If you find yourself in this camp, it’s time for an update. Your brand should enhance how you want people to think, feel and act whenever they come in contact with your business, whether it’s on social media, on your website or in an email. Every element should embody the overall personality of your brand and if there’s a disconnect, you’ll end up creating confusion. And, spoiler alert: you never want someone to be confused by your brand.
#3: You’ve DIY’d everything to this point and your brand lacks a consistent or cohesive style
This is the most common I see with clients and for good reason – when you start your business you’re on a budget, you’re learning all the things and the goal is to sell your stuff. So, you piecemeal everything together as you need it. After all, that’s the path of least resistance, so why not? Here’s the deal – there’s no shame in the DIY game, especially as a new business owner. However, there will come a time when everything gets so jumbled together that you end up with no consistent or cohesive brand experience. The benefit of this is that you probably have a tried and tested business model that is bringing in consistent revenue, so you’re ready to make the investment and uplevel your brand and business. By rebranding now, you’ll be able to take all the information you’ve gathered from your business up to this point and pull it all together for a unified and cohesive brand experience that truly reflects your brand.
#4: You’re pivoting what you offer and how you serve
When we think about how our brand is experienced, a lot of what happens gets tied to how exactly you’re serving your ideal client. For example, let’s say you’re a social media manager and work primarily in Instagram and TikTok but decide to shift your offerings to content management with a focus on email marketing. While it’s not a complete night-and-day difference or shift, it might be time to stop and consider how your brand experience will be shifting with this update in services. Will you be communicating the same way? Will you want people to feel the same way when they experience your brand? More than likely, the answer is a hard and fast, “No.” Which means, it’s probably a great time to freshen up your brand.
#5: You’re changing your business name name
This one may be the most obvious but no less important. If you’re going through a major overhaul of your business and changing the name, it’s a great time to go through a rebranding process. The name of your business ties to a specific identity and when that identity changes, so too can the entire plan for communicating your brand. In addition, you can use this change as an opportunity to reevaluate how your brand is being experienced and update accordingly. Perhaps you’re changing from a business name to a personal brand so now would be a great time to bring more of YOUR personality into the entire brand experience and the best way to intentionally do that is by working through the entire rebranding process.
Shameless plug: I’ve worked with quite a few service providers who have made this exact switch and I’d love to chat if you’re thinking about it! Click here to fill out the application + schedule a no-obligations consultation call.
All my best,
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