1. CHANGE IN BUSINESS MODEL/SERVICE OFFERINGS
2. YOUR TARGET AUDIENCE CAN’T RELATE
Your content goal is to inform while helping your target audience feel like you’re speaking directly to them; that you understand their struggles and provide solutions. It should also help them decide if you would work well together and their timing is right.
3. YOUR NICHE HAS SHIFTED
It happens. You think you know your niche, but over time your business evolves and you find yourself improving and focusing on particular skills more than others. That’s a good indication it’s time to realign your branding to address the right audience and set yourself apart from competitors. As part of my rebranding, I used my website, especially, to highlight my niche:
+ Small businesses and individuals + Not quite ready for the big agency budget + Looking for a very personalized experience (willing and ready to open up during the process) + The owner or job seeker, whose hard work and passion are fully invested in their endeavor, is ready to work one-on-one I highlighted these points throughout my site and designed my “About” page to demonstrate my willingness to get personal.
4. YOUR BRAND IDENTITY ISN’T REALLY IDENTIFYING
5. YOUR VISUAL BRAND ISN’T A MATCH
When your visuals (logo, colors, images, fonts, etc.) don’t flow with the rest of your brand identity, it can send the message that you don’t know what you’re doing or that you don’t care. Yikes! So, think about this: Are you a vibrant, energetic company with a black and grey palette? Are your pictures outdated or a mix of overused stock photos? Does your font choice look like it’s from the 80s? Does your logo have irrelevant imagery or icons? Does it look too generic?
Annette has an incredibly vibrant personality, wears her signature red lipstick to match, and wants to work with companies open to that energy while also looking professional.
On the other hand, Chuck went with more subdued colors and design to match his “practical leadership approach” to his work.
6. YOU’RE EMBARRASSED TO SHOW OFF YOUR BRAND
If you’re not proud to bring people to your site, give out your business card, or send marketing materials, you’re missing out on valuable opportunities! You work too hard not to feel proud to present yourself in a way that feels natural, looks and sounds professional, and displays consistency.
Side note: If your brand is already clearly established, but your materials haven’t caught up, that doesn’t necessarily call for a branding overhaul. It may just require updating your materials to make them cohesive.
7. YOU’RE STRUGGLING TO RAISE YOUR PRICES
Ugh…the struggle is real. Why do so many of us small business owners (consultants, especially) have such trouble with this? We’re worth it, yet many I talk to struggle (or struggled early on) with pricing to match the value they provide to clients. Determining the appropriate investment for your services and a strong brand identity that supports it is essential.
Sweaty palms and heart palpitations, anyone?
Ok, some of you may be experiencing one or both of those at the thought of rebranding. It can feel like a massive undertaking, especially when you aren’t sure where to begin. But don’t let it scare you. When you work with the right professional, they will make the process as smooth as possible and guide you the entire way. If you choose to go it alone, begin with some research. I suggest talking with a branding expert who can offer suggestions or ask a recently rebranded business owner about their experience, what they learned in the process, and any tips they might share.