New Year New Brand: How To Know When You’re Ready To Rebrand
I really don’t like the saying, “New Year, New You.” So I’m going to stay the same me [you’re welcome] and change it up for something less annoying and more applicable to the people I work with: “New Year, New Brand?”
Note the question mark. It’s important.
As someone who makes a living by branding others, this might seem counterintuitive, but I’m going to say it anyway: just because it’s the new year, it doesn’t mean you need a new brand.
Yep, that’s right. It might be tempting. It might seem like everyone else is getting a new logo, a new website, a new business direction, a new [fill in the blank here]. But if you’re comfortable with where you are, where your brand stands, and how you represent yourself to potential clients and customers, going through the process [and investment] of a rebrand isn’t necessary.
But, Genevieve [you say], it feels like everyone is doing it…how do I know the difference between branding FOMO [fear of missing out] and if I’m really ready for a rebrand?
Good thing I’m here to answer just that question. Read on to find out which camp you belong to, friends.
If the following apply to you, you’re ready for a change; consider a rebrand.
YOUR MESSAGING FEELS ALL WRONG
Maybe your ideal client has changed; maybe the style of what you create has changed. Or maybe it’s that you’ve changed and you don’t express yourself the same way anymore. It’s time to reevaluate how to talk about who you are and what you do. Consider a rebrand that includes more than just brand visual upgrades — find a brand designer who also works on helping you refine your brand positioning and strategy. [Psst…I do that with my Inner–Outer Branding Method!]
YOUR VISUALS DON’T MATCH THE CONTENT YOU CREATE
This one is pretty straightforward. If you have a light and bright logo and other brand visuals but your content [photos, writing, art, etc.] tend toward the moody — or really just anything not light and bright — there’s going to be a disconnect between you and your brand and between your ideal customer and your brand. Time to revisit those visuals and work with a designer to create a more cohesive look.
YOU’RE NOT ATTRACTING THE RIGHT CLIENTS
Yikes! Maybe three years ago you would’ve said Yes, no problem, I can do that to the client who has outrageous expectations, a lower budget than your lowest package, and ends up being the most demanding client you’ve ever had. You were just happy to get their business! But now you’ve been in it for a while, and you know who you want to work with — who you work best with — and you want to attract more of those people. The best brands give clients and customers something with which to connect — is your brand doing that? If your content and visual presence aren’t attracting the right people, then, yep, it’s time to rebrand.
YOU’RE EMBARRASSED BY YOUR WEBSITE [AND MAYBE YOU SEND PEOPLE TO YOUR SOCIAL MEDIA PROFILES INSTEAD]
This one is pretty common. A lot of business owners begin the entrepreneurial journey doing a lot of DIY branding work — and I’m 100% for that if you’re just testing the waters. But if you’re still in business years later and haven’t upgraded and you’re ashamed or embarrassed by your website/brand visuals, it might be time to invest in professional services. Some brand designers offer branding and web packages; others [like me] only offer branding services but partner with web designers to offer their clients completely custom packages. If there’s a brand designer whose work you love but it doesn’t look like they do web design, ask them for suggestions! They probably know a designer or two who they trust to craft a website reflective of the brand you create together.
But if the following apply to you, you’re probably just having rebrand FOMO; stay the course and consider a rebrand when some [or all] of the stuff above applies.
- Your friend just rebranded and you’re feeling some hardcore logo envy.
- It’s the new year and you “just want a change” and you feel like it’s what everyone else is doing.
- You just rebranded within the last six to twelve months and now it feels like other people are more “on trend” [but deep inside your brand really does reflect who you are and what you do and why you do it].
- You’re feeling stuck in another area of your business and think a visuals facelift could help. Unfortunately, It’s unlikely that a new logo will help you with time management or better systems and processes [ugh, if only it was that easy]. Rather than a rebrand, you might consider a business strategy coach.
New Year, New Brand?
Obviously I think brands are important; I think they’re the backbone of any creative business, especially online ones. I love branding! Visually stunning and mission/vision-driven, meaningful branding projects are my jam. And if you’re a creative, nice, passionate person in need of a hand-crafted rebrand for your business, I’d be happy to chat to see if we’re a good fit. Click the nice little link below and tell me what you have in mind.