Out with the old (brand), in with the brand new!
When is the best time to rebrand? Here at Concept Dreaming, we think anytime is the right time for a refresh. Your brand is your most valuable asset. And like any other business asset that sometimes needs updating, your brand may need an overhaul too! However, for many founders, too often the red signs get lost amongst the busyness of working in the business rather than on the business. We’re here to help! There are some easily recognisable signs that you as a business owner might relate to in your own branding. We’ve outlined the top three signs you’re ready for a completely refreshed identity.
But first things first. It’s important to understand that a brand is not just a logo. Instead it is a combination of your brand voice and personality connected with your visual identity (logo colour palette, fonts and image style). As Seth Godin sums it up so accurately;
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
A considered brand will make a potential customer feel something – an emotional connection to the business.
Let’s start off with a common occurrence amongst #bizowners. You’ve spent the hard yards growing your business from the ground up, and are now ready to launch a new product or service to reflect the future direction of your business. You may have decided to broaden your offering, or even scaled it down to appeal to a niche market. If this is the case, your brand identity may be delivering mixed messages or it may no longer appeal to your ideal customer. Remember that branding is a direct reflection of who you are as a business. So, if who you are changes, then your existing branding may create confusion around your positioning and what you offer. A refresh will keep your brand identity consistent with your new vision and direction. Another example is when a business niches down…I’ll give you a real-life example. When HA Creative Studio first started, I tried to target ANYONE and EVERYONE who might have needed my services. Two years later and my focus is on helping women-led businesses been seen and heard through creative branding and marketing materials, so they can show up confidently and consistently. And you better believe, my branding changed when I niched down!
Secondly, your business growth may be reflected in the increased engagement on your online channels like social media. Your follower count keeps going up and you finally want to turn your DIY branding into a professional brand story that shows you’re serious about taking your business to the next level. A refreshed identity is a great way to enhance and clarify the changes you’re undergoing, and signal to your audience that you’ve evolved from a small start-up to well established business. Working with a professional designer to create a holistic brand identity and strategy will also ensure that your business continues to attract new followers that align with your ideal customer.
Finally, maybe you're just plain old tired of the existing branding and feel like you've outgrown it. When you direct a potential client to your website or hand over a business card, how do you feel? Proud and confident or embarrassed? If you’re leaning towards embarrassed, take it as a sign that you’re ready for a brand makeover! Many clients who have been through the branding process feel energised and ready to connect with their target audience. They are confident in charging a higher rate, because they know their worth and their brand matches that. They also feel like they have the tools (website, business cards, social media templates and more) to show up consistent with accurate and clear information. From this, they often find their business growth is on an upward trajectory – trust us, you won’t look back!
If any of these points resonated with you, please get in touch to see how we can work our design magic on your brand.
