Last week, we talked about the difference between your brand, logo, and visual identity and how they work together (Missed the newsletter last week? Read it here). Your brand is the impression you make and it’s always changing and evolving with your business. Your logo and visual identity are tools you use to communicate your message to the world and attract your tribe.Ideally, all three work together harmoniously to create a positive experience for your ideal clients.
If the three aren’t cooperating, though, it’s time to take a step back and work on discovering your brand so you can bring things back into balance and rework your visual identity. Here are three signs you can look for to see if it’s time to rebrand:
1. Your business has evolved
Business is a journey full of unexpected turns and surprises. If you think back to when you started your business, it’s pretty likely that very few things have stayed the same. That’s because our businesses evolve with us. We can start off feeling very sure of what we want to do and still change our minds years down the line. Life is full of learning and growing, and our businesses grow and evolve with us.
Even if you started off with branding that worked perfectly for your business, ask yourself if it still does what you need today. If your business has gone through major changes, your branding may not be attracting the right people or communicating your message anymore. If you have changed up your offerings, gone from solopreneur to dream team, expanded to new locations, feel passionate about a new audience, or have raised your prices, it’s definitely time to revisit your brand and visual identity.
2. You’ve outgrown your marketing materials
Do your palms start to sweat when someone asks you for a business card? Do you rattle off a long apologetic explanation before giving someone your web address? Most business owners start off with marketing materials they put together themselves. That awesome bootstrapping can-do drive works really well when you’re trying to get your business off the ground on a tighter budget. But it’s a mistake to think the branding you DIY’d will work forever.
As your business grows and gains a reputation, you may start feeling like those marketing materials you put together aren’t giving the right impression anymore. You’ve grown a lot since those early days and aren’t in learning mode anymore. You have more to offer because you’ve gained experience and know what you’re doing. And your branding should reflect that! It should show that you’re an experienced and serious professional establishment, worth your clients’ time, trust, and money.
3. You’re not attracting your ideal clients
Your business is not for everyone. You have a unique combination of skills, experience, and personality that make you the right choice for your specific tribe. There is a group of people out there looking for exactly what you have to offer, and doing things in a way that resonates with them can make all the difference for your business. It can be scary to narrow your focus down to a specific ideal client, but not doing so can cause all sorts of issues and frustrations.
If you’re having a hard time making connections with your clients, feel frustrated because they don’t seem willing to pay what you’re worth, or can’t make sales even though your shop is getting traffic, it’s probably because you’re not attracting the right people. The ultimate goal of your branding should be to present your business in way that resonates with your tribe so that you’re reaching the people who are excited to buy into what you have to offer.
Your branding should help you reach your goals, not embarrass you and hold you back. It should communicate who you are and where you’re going. It should give a positive impression of your business. And it should attract the clients you’re passionate about working with.