With your business well established and making money, it might be time to consider rebranding to help you grow your business even further. But how do you go about doing this? Following these six strategies will help you rebrand your business quickly and with the best possible results.
Define what growth means.
Defining what growth means to you before embarking on the rebranding process is a crucial step. While some businesses focus on revenue, others may look at the number of clients or employees they have. Other ways to measure growth are the quality of customer relationships, product offerings, service offerings, and more.
I find that this also comes back to defining your version of success. For example, if you define success as having more revenue and clients than other businesses in your industry, that’s what you’ll focus on during rebranding. If you define success as growing your business by helping people live better lives through improved health or wellness, then that’s where you need to focus your strategies for rebranding.
The clearer you are about your goals, the easier it will be to measure whether or not you have achieved them.
Know your goals and why you’re rebranding.
Now that you’re ready to embrace a change and a chance to grow fully make sure you clearly identify your reasons for rebranding a business.
Knowing why you’re making changes will help you make a plan to move forward and keep you on track after the project is complete. This will also help you to hire the right brand strategist to help you accomplish your goals effectively. Review your business goals and use them as guidelines for what direction your brand strategy needs to take you!
Know your audience and how they’ll be affected.
Before you begin to rebrand, it’s essential that you understand your audience very thoroughly. Your brand is all about how your audience perceives your business, products, and services and how this impacts their buying decisions.
Rebranding your business doesn’t mean that you need to change who your target audience is, but you may need to update your messaging to appeal to them so you need to understand your audience’s needs and wants to create a message that resonates with them. If you don’t know what will make them pay attention, your new branding won’t have the intended impact on them. Figuring this out can be done with the help of market research, surveys, and focus groups.
As I said, when you’re ready to grow your business and begin developing your new brand messaging, you must remember whom you’re talking to and what they need from you. You’ll need to ensure that every piece of content—whether on social media or elsewhere—is focused on meeting their needs and explaining how they’ll benefit from working with you from a meaningful perspective.
This clarity will help establish a strong foundation for growth. Potential clients are more likely to connect with the brand if they understand why they should care about you in the first place, especially if they find an overlap in your brand values. Conversely, if there isn’t an apparent reason why people should want what you have to offer (or even know that it exists), then people will pass on by.
Make sure you can answer questions like:
- Who am I? What do I stand for?
- What is my brand’s voice?
- How do I want people to feel online and offline interacting with the brand?
- What do I want people to think about when they see my product/service?
Consistency is key to building trust, recognition, and loyalty. If you are consistent with your brand, both verbally or visually, there are fewer barriers for people to remember you and your business when they need you later on down the road.
Rebranding can be a great way to refresh and/or redirect your business, but it’s also imperative to find the balance between being innovative and staying true to the essence of your brand. To avoid confusing your current audience, keep them in mind as you make any changes to your business. Finding the right balance is critical when rebranding your business.
Consistency means ensuring that your branding elements are consistently applied across every channel where your target market interacts with you—including social media, email marketing campaigns, websites, landing pages, and more. Potential clients are taking note of everything about your business and how it’s presented online—including its brand voice and visual identity—and forming an opinion based on what they see there. If they see inconsistency or disorganization in this area, they’ll assume there are other areas where things are being done poorly, too (like product or service quality). Staying consistently “on brand” also saves time and resources by allowing you to scale your marketing efforts more efficiently.
Be sure to deliver on brand promises.
All too often, though, rebranding falls flat due to poor implementation. To rebrand successfully, you must take a strategic approach to live up to your brand promises. You can’t simply slap a new logo on all of your platforms and expect clients to start associating them with your brand automatically. It would help if you took the time to plan how to implement your rebranding strategy, whether trying to build a cohesive brand identity from scratch (or revitalize an existing one). It’s also important to remember that a rebranding effort doesn’t have to be an overnight process. You can take a phased approach, slowly building on your existing brand identity over time as you work toward a cohesive new one.
But a successful rebrand is more than your identity and an image change. You may also need to reevaluate your packages and services, choice of platforms, and/or collaboration partners to align with the new messaging. To be successful, a rebrand needs to be a holistic process that will require you to make changes across your entire business and marketing strategy to succeed.
Rebranding can be a considerable undertaking, but it’s worth the effort. If you’re ready to rebrand your business for growth with more clarity and confidence, then you should start by defining your brand and creating a strategy for how you’ll implement that vision. From there, it’s all about consistency—from your website and social media profiles to your products and services.
A rebrand can help you stand out from your competitors, create loyalty with your customers, and improve the overall effectiveness of your marketing efforts. Still, it’s necessary to take a strategic approach when rebranding your personal or business brand to get the most out of it.
You can read some successful rebranding case studies from women-owned businesses on my website here, or schedule a time with me to chat about your own brand goals.
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