As your business grows and evolves, your brand needs to keep up. Your brand sets you apart from your competitors and attracts customers who are drawn to your unique style and approach. However, as your business evolves and grows, your brand may no longer reflect who you are or the services you offer. So, when is the right time to rebrand your creative small business?
First, let’s talk about branding.
What is a brand?
In order to understand when you might want to rebrand, it’s important to understand what your brand is. You may have heard people say that a brand is more than a logo and colors. Which, is very true. But what does that mean?
“People don’t buy what you do, they buy why you do it.”
Simon Sinek
Your brand should embody what makes you special, what sets you apart. It’s not only your visuals (your logo, your packaging, your photos, your colors, your aesthetic), but it’s also your mission, your values, your positioning, your unique voice that creates your brand and appeals to your ideal clients. These elements are especially important for small business owners in a creative industry (hello, photographers, interior designers, florists, bakers, etc!), because it can often feel like you’re swimming in a sea of similar business models, styles, and brands.
So, what sets you apart?
If you’re not sure, or if your answer is misaligned with your current brand, then it might be time for a rebrand. It’s time to get specific about the WHY of your business.
Here are some telltale signs that it’s time to consider a rebrand, and how it can give your business the boost it needs to soar:
1. Your style has evolved
As a creative, your style is constantly evolving. You may have started your business with a particular aesthetic, but as you’ve gained experience and tried new things, your style has probably changed and evolved. If your current brand doesn’t reflect your current visual style, it’s time to update it.
2. Your brand is outdated
If your brand looks like it hasn’t been updated in years, it may be time to rebrand. A dated brand can make your business look out of touch and unprofessional. This point also applies to your brand’s values, positioning, and voice (the essence of your brand). As your business evolves, you’re likely to hone in on these aspects of your business and may need an overhaul or update of your brand to fit them. Updating your brand can help you stay current and relevant in your industry.
3. Your target audience has changed
As your business grows, it’s not uncommon for your target audience to shift. For example, if you’re a photographer who used to focus on weddings but are now targeting more corporate clients, your brand should reflect this shift in your target audience. If you’ve been in business for a while, your audience has likely niched down as well. If your brand doesn’t speak to your target audience, it’s time for a change.
4. You’re not standing out
There are so many brands that look and feel the same, especially in the same industry. If you’re struggling to differentiate yourself from your competitors, a rebrand with a professional can definitely help. Your brand needs to be unique and memorable, and it needs to communicate what makes your business special. A strong brand can help you stand out in a crowded market and attract new customers who are looking for something different.
5. Your brand is holding you back
If your brand is limiting your growth or preventing you from reaching new markets, it’s time for a change. A rebrand can help you expand your reach and attract new customers.
Rebranding can be a lot of work, but it’s worth it if you want to keep your business relevant and attract new customers and clients. Just remember to make sure your new branding accurately reflects who you are and who you want to attract. If you’re not sure where to start, consider working with a professional brand strategist who can guide you through the process. With a fresh new brand, you’ll be ready to take your creative small business to the next level.
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