The whole essence of designing a visual brand is to create a visual system for your brand that helps communicate the message and heart in your brand to the right people and helps you achieve your overall brand vision. If your brand does not help you achieve those amazing goals you set for yourself when you started your business it’s time to get back to the drawing board. This is where the question of whether to rebrand or refresh the brand comes in.
In this post, I’ll be talking a little about both and helping you to really take a second look at your brand and tell whether you need to rebrand or refresh or else you’re exactly on the right track to attracting those dream high-end clients in booking projects that fill your soul.
So what exactly is the difference between a brand refresh and a re-brand? Basically, when you refresh your brand you’re making small surface-level changes and tweaks to your brand while a re-brand is literally an overhaul. Your brand message is changing, you want to reach different people, you’re updating your visuals totally, you’re changing your logo and the entire brand direction.
What should always influence your decisions to go with either a re-brand or a refresh should be your business goals. Are you hitting them consistently? Are you trying to appeal to a higher-end audience? Is your brand message changing? Is your business undergoing a pivot or do you just want to make slight visual changes to send a better message?
If there’s no change to your core message and all you need is some slight tweak to the look and feel of your brand, a brand refresh is your way to go. You get to tweak your current logo a bit, change or modify your color palette and if you need to, get some fresh brand stationery to take things up a notch.
If the changes you need to make in your business demand a change to your business’ core message and the heart behind your business, if you’re undergoing a pivot, if you’re looking to appeal to a whole different audience, you need a re-brand. A re-brand allows you to create a different, better aligning brand strategy, logo and visuals for your business to ensure that your new goals are toast!
Here are 4 signs you need to re-brand asap!
- You’ve outgrown your brand since you first diy’ed it.
When you started your business, you promised yourself that the only way you’re going to allow yourself to play is big. You whipped up an okay logo and diy’ed your site. You needed something to start with. You set out, made yourself uncomfortable, did the work, stayed late and built your business from the ground up breaking your back for your clients.
Slowly you evolved and outgrew your goals and your vision when you started your brand. Business is good, but good is not what you know you’re made for and you’re ready for the next level of business. You need a brand and site that reflects the quality of work you do and the heart behind your business. You’re ready to show your new high-end clientele that you’re their best bet and you know your stuff!
A rebrand is your chance to go back to the drawing board and reevaluate your brand and strategy. A rebrand means you get to represent your business in a way that is you and helps you connect with your dream *high end* clients.
2. Your business direction, composition or vision has changed, the name has changed.
You’ve been in the game for a while and now you’ve found your feet. You know exactly what you want to do and you’re ready to take the world on but it’s a whole different thing from what you’ve been known for. You’re ready to be truly seen and bare your soul for your audience but there are a lot of things you never said and there are many things your audience don’t know you for. If you do what you’ve always done, you’ll get what you’ve always got and you’ll never be able to fully unleash your gifts. It’s time to take the bold step and fly, your re-brand will be your new hype man.
3. You’re confused about your brand message / You seem to be drowned by your competition.
You’ve been winging things for a while now, you’re trying everything but reaching no one. You feel like screaming your lungs out to a noisy market. It’s tiring, frustrating and seriously soul-wrenching. You’re willing to give your all and do what it takes to finally get your two-year vision board about your business off your wall and move on to bigger and better things you truly know you’re meant for. A re-brand is your way forward. You get to clarify your message and your ideal client, get clear on your vision, communication strategy and create visuals that help you achieve your goal and not just drain your account even more just to look pretty. Re-branding is not just about changing your logo, you need to create a solid strategy that gives you a direction, leverages your uniqueness and helps you stand out and that’s why you need a brand stylist/designer that knows what they’re doing. Once you have one in your corner and once your re-brand is done, you’re on your way to shredding that two-year-old vision board into confetti!
4. You want to attract new customers and raise your prices
No matter how good you are or how many years of experience you have under your belt, there’s just certain clients who won’t want to work with you when your site looks amateur. Yes, the market is saturated with many other people who do what you do and who are bombarding everyone with sales messages and that’s a good thing. It just means now more than ever, you get to use your knowledge and skill to raise your prices and allow your differentiators to help you stand out to your ideal clients, and guess what? If You don’t look the part of a woman who takes her business seriously and who is ready to take other people’s businesses seriously, if your logo is still diyed and is still the logo that looks like the child’s sketch. # toughlove. Show your new clients that you’re not just another expensive option, you’re an investment they need to make to take their lives and business to the next level.
Ready to up level your brand? Here’s a free four-part video series to get you started on your journey of re-branding.
Disclaimer: Whether you decide to go with a full re-brand or a brand refresh, it’s important you let your audience know about the changes coming. You cannot avoid losing some people as you level up and that shouldn’t be your goal. What you want is to make sure that people who are ready to up level with you know you’re their person and get to understand and go on your journey with you
Ready to re-brand your business? You’re in the best place!