The Art of Rebranding
When and Why It’s Time for a Brand Refresh
The branding identity of your business is a first impression and the first time your customers and clients are being told what to expect from you.
This branding communicates your business’ atmosphere, personality, values, overall vibe, and even your unique selling proposition (USP). When these elements are not aligned with your business, you automatically lose out on potential customers. No one wants to work to figure out what your business actually is or navigate the confusion and chaos to come back to you when they need your service or product.
If your brand is struggling from any of these issues, it might be time for a brand facelift:
You’re getting customers who are looking for products or services unrelated to what you offer.
While your branding doesn’t need to be a flashing “this is exactly what we sell” sign, it should still be in line with the essence of your business. For instance, if you are a travel agent it isn’t mandatory to have a palm tree, sun, and a wave as a part of your logo, but your branding should still reflect that feeling of wanderlust and jet-setting.
You’re continually attracting low-budget inquiries for your high-value offers.
Low quality branding can be the kiss of death for someone who is looking to attract high paying clients for a high value offer. This can also be a symptom of inconsistent branding either across elements of your business or with the values of your business.
You’ve made a significant pivot in your offerings or your target audience that no longer aligns with your current branding.
It is natural for your business to grow and evolve over time so there is a good chance you will get to a point where your original branding no longer fits with your values, offerings, target audience, mission, or goals you have for your business.
You’re fielding inquiries from clients who think you’re a different business who is a competitor.
Does your branding include a cliche element that every competitor in your industry also has? Think about a bakery: how many bakery logos include a cookie with a bite taken out of it? If there is a graphic element you want included in your logo, make sure to do some market research and ensure you’ll stand out from competition and not blend into the background.
Being able to identify why your current branding isn’t serving you is going to go miles for rebranding in a way that is sure to bring you both new clients and the right clients.
Feeling seen? Let’s dive into your best branding together.
