We’re walking you through the three steps to go through in order to best prepare your service-based business for a full rebrand.
Before we dive into the three pointers for preparing your business for a rebrand, let’s first discuss what a rebrand actually is. I like to think about it like this: if you’ve been in business for any length of time and have some semblance of a brand, whether it’s a logo and color palette or a full-fledged brand identity, and you want to change the identity of your business, you’re looking at a rebrand.
Now, there are levels of rebranding your business and it all depends on how much time, energy and investment you’re able to make. If you’re wanting to change just the visual look and feel of your brand, the process isn’t as intensive. I’d even argue it’s more of a visual refresh versus a rebrand, but that’s just semantics and not really the point of today’s post.
Rebranding is a big deal. It’s exciting and fun and new, yes of course. But it also takes time and intentionality, especially if you want the desired result to reflect your vision.
So, let’s say you’re ready to dive into changing the identity of your business and want to embark on a rebrand. There are three steps I’d recommend going through BEFORE you jump into the rebranding process and that is exactly what we’re going to chat about today!
Understand the Why Behind the Rebrand
First, understand WHY you’re wanting to change it up. When you have clarity on why you want the switch, you’ll be able to identify what success will look like. You’ll have a better idea what you want and what you don’t, based on the reasoning behind the switch. For example, by knowing that the reason behind a rebrand is because you’re changing from a business to a personal brand, you can look at the current branding and ask yourself what you want to carry over once you make the transition. If you aren’t sure the ‘why’ behind the change, check out last week’s post, outlining five signs or reasons why it’s time to rebrand your business.
Get Clear on The End Result
Building on the first step, once you know why you’re making the change, it’s time to get clear on what you’re wanting as a result of the change. Are you hoping to connect with the right people, get more clarity on what your brand stands for, have consistent and cohesive visuals across all the touch points, bring more of your personality into the brand? The list can be pretty endless in terms of results but I promise you, the more clarity you have on what you are actually looking for, the better the end result will be. Not only because you can communicate that desired outcome to the person you’re hiring but also because it can be used as a way to find the brand professional in the first place.
Finding the Right Branding Professional
Which brings me to point number three – when you understand why you’re rebranding and what you hope to get out of the process, you’ll be able to find the right brand professional to help you achieve the results you’re after. You’re giving yourself a great starting point in terms of where to look and who to specifically connect with.
For example, if you’re wanting to bring more of your personality into your brand, it makes sense to look for a brand strategist and designer who works with people making the transition from business-brand to personal-brand. Or, if you know that you want to pivot your ideal client and start targeting corporate clients, it makes sense to work with a brand professional who operates in that space because they’ll know the right questions to ask and how to design for that type of clientele.
Now, this doesn’t mean the person HAS to specialize in what you want – there’s a lot to be said for personality and likeability. Meaning, if you two get along but they aren’t an expert in your specific desired outcome, it could still be a great fit. That’s why I always recommend hopping on the phone or a Zoom call with at least two or three brand designers to make sure you’re finding someone that not only can help you achieve what you want but also to ensure you get along and can work well together.
Shameless plug: If you’re ready to change up your business’s identity and jump into the rebranding process, I’d love to connect with you! Click here to fill out the application + schedule a no-obligations consultation call.
All my best,
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