Most of the time, small business owners start out with a DIY brand - or just a logo. That is great to start with as there often isn’t enough money to spend on a professional brand at the beginning of your business.
When you’re still stuck with that same look a couple years down the line, it might be time to invest in a new look. Your business has grown since starting up, your offerings have changed, you’ve added new offerings or facets to your business. You are much clearer which direction you want your business to go in. It’s a perfect time to jump back into your business strategy and figure out why you are unique, what your values are, who your ideal customer is and what speaks to them.
Still not convinced that you should invest in rebranding? Here are 5 reasons why you should:
1. Confidence boosting!
Having a brand new brand design that feels like you makes you want to share and shout about your business. Do you currently feel that you are hiding, feeling, awkward or even ashamed of your look? It’s likely that you don’t speak confidently about your business when asked or find it hard to post to social media and rather not share your website.
But what would you do if you are super proud of your brand? Yes, you will shout about it from the rooftops and tell everyone about what you do and where to find you (even if they didn’t ask). It will make you feel like you know what you’re doing which will translate to your clients who are willing to pay more for your services. Making you raise your prices, no questions asked.
2. Purposeful rebranding
A beautiful brand is amazing, but a meaningful one is better!
You can follow all the trends because they increase your reach. Pick a font because it’s beautiful. Choose a colour palette based on this year's pantone colour. But if there is no meaning behind it there isn’t much point. Also, you will likely want to change everything as soon as a new trend comes along.
Figure out what makes you unique. What you stand for. Who you want to speak to. Who your dream client is and how to attract them. Now turn that into a visual with the help of a brand designer.
You will stick with your branding because it makes sense and following the latest hype will not. It will make you stay consistent. Create brand loyalty and build trust.
3. Who got time for that?!
Rebranding is a big undertaking, but investing in rebranding significantly reduces the time you have to spend on it. Don’t get me wrong, you still have to be involved, make decisions and do a bit of homework. But there is no faffing about, learning a new programme or picking between 2,426 shades of blue. As a business owner (and mum) who has time for that? I bet you much rather read a book, spend time with your family or enjoy a long walk in nature?
So why don’t you leave the faffing about and picking the right colour that attracts your dream clients to the professional?
4. Create some fans!
Linking your brand design to your strategy allows you to connect with your dream clients on a deeper level. Show that you are relatable. Have a visual identity that inspires your audience and makes them passionate about your brand is the best way to get stuck in their heads. When the time comes that your dream clients need what you offer, there is no second guessing who they will buy from.
By creating such a loyal following, they are your fans after all, they will be sharing all the right things when talking about your business to others. Ideal word-of-mouth-marketing.
5. Overarching design!
Your business has grown arms and legs, and you still have many more ideas from new offerings to a podcast to a workshop. When rebranding you don’t want to create completely different looks for each facet of your business, losing the consistency that you’ve created and no longer being recognisable. On the other hand you don’t want a brand where each element looks the same. It all becomes a big blur of loads of offerings creating confusion for your clients.
What you do want is an overarching design that creates a consistent, purposeful look. And within it you will have distinct mini-brands that make each service stand out, creating a clarity whilst still being recognisable as you. Not an easy task!
Good branding has an instant impact. It is clear, consistent and purposeful. Clients will see the value in what you offer and are willing to pay more.
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