Rebranding can mean a lot of things, but generally it refers to the process of reevaluating and refining the image, feel, and even offerings of your blog or business. Since our goals and audience can change over time, rebranding gives you the opportunity to best fit your market (and yourself!).
When I first started as a designer in 2008, I designed anything I could get my hands on — flyers, business cards, mixtape covers, posters, t-shirts and more. I didn’t really have a strong niche and was known for being a “one stop shop.” When I learned more about business and discovered the importance of finding a target audience, I knew I needed to radically alter how I did things. I completely changed the name, mission statement and brand elements (such as colors and fonts) of my business. Now, my business is more successful and I’m really happy with my new brand. Here are five things I learned during the process that will help you with the launch of your own brand — whether you’re starting from scratch or redoing something that no longer fits you.
1. Study your new audience.
Instead of studying my new audience and what they wanted from me, I studied my competition. It’s great to know who your competition is, but sometimes we have a tendency to be overly “inspired” by our competitors. I spoke like them and built my website like them. If I had studied my new audience I would’ve been able to find the right words to attract them rather than to imitate someone else.
2. Position myself.
Saying that I’m the best isn’t enough to actually have clients think you’re the best. It’s important to define what makes you different and position yourself to be valuable to your audience. Good ways to do this are by blogging and case studies. It’s a way to show proof that you’re an expert in your field.
3. Brand everything.
After settling on a new name for my business, I designed a logo and website, but neglected to create business cards, consistent social media accounts, and an email signature. It’s pretty hard to build brand recognition when your brand isn’t consistent. Generously sprinkle your new logo and brand colors on anything that connects to your business or blog. That way, if someone stumbles on your Facebook page, they’ll be able to connect it back to you.
4. Build anticipation.
Although I completely changed my audience and scope of work, I think it would’ve been beneficial to share the journey with my existing audience. Giving subtle hints through social media that something new was coming would’ve been a great way for people to anticipate my rebrand and get excited about the upcoming release.
5. Perfect timing.
Let’s be honest, perfect doesn’t exist. I launched months longer than I should have because I was so focused on perfection. While I didn’t build anticipation strategically, the little bit of anticipation that I grew eventually died down because people were exhausted from waiting. Honestly, you should launch before you’re ready and tweak on the go.
Doing a rebrand for your business can make a huge impact if done correctly. What are some rebrand strategies you would suggest?