Podcast: How to Rebrand Your Business
As your business grows and evolves, you may start to feel like your brand is stuck in the past. Your old business cards make you cringe. The Fiverr website that you had built makes you look like an amateur, instead of the seasoned pro that you are. And you seem to be attracting the wrong types of clients.
We’ve all been there! When your business arrives at this stage, (first, I’d like to congratulate you for sticking with it to set the foundation for a successful business), these are all signs that it’s time to rebrand your business so you can take it to the next stage!
By rebranding, you’ll uplevel your image so you’re actually proud of your marketing materials, like your podcast covers, business cards, quote graphics, etc. And you’ll also have a website that actually converts better because it’ll be tailored to communicate the right message to the right people.
Let’s get into the 5 tips for successfully rebranding your business!
Tip #1: Consider what you want your business to be known for.
Once you’ve decide to rebrand, you may want to shift the focus of your business. As we work with various types of clients and on various projects, we usually realize that we enjoyed some more than others. And as a result, we may decide that we want to specialize in one specific area over another, as we move our businesses forward to the next stage.
Get honest with yourself about your preferences, likes, and dislikes within your business so you can create a new brand that’ll help you obtain more of the work that you’ll enjoy the most!
Tip #2: Consider your business goals and signature offers.
Rebranding is also about supporting you in reaching your business goals as you move your business forward. When you want to increase your revenue, think about the signature offers that you’ll need to highlight or new signature offers that you may need to create to help better serve your audience and to support you in reaching those revenue goals. Then do the math to determine how many of each you’d need to sell each month or each year to be profitable.
Establishing these goals upfront provides you with a target for the rebrand process. Rebranding that’s being done without a business goal in mind is a waste of time in my opinion. It’s not just about making designs that “look pretty.” Just because something is pretty doesn’t mean it will help you achieve your business goals. So be sure to not skip this step!
Tip #3: Decide who your ideal clients are.
Rebranding will help you attract more of your ideal clients, but you’ll first have to decide who those ideal clients are. To do this, consider the clients who you enjoyed working with the most and who you were able to get the best results for.
Make sure you’re clear on who those people are, what transformation your services will provide for them, and what your unique selling proposition will be. Your unique selling proposition is your promise to your clients. It’s what will quickly communicate to them about what you do and how you can help them. If you don’t have this defined, your ideal clients won’t understand how you can help them, and you could be missing out on great leads because of that lack of clarity.
Your messaging should be tailored to appeal to your ideal clients to connect with them and to draw them in. Consider their personality, their life stage, their pain points/what keeps them up at night, and the ideal solution that they’d need (that you can provide) to help them with their pain points.
Tip #4: Make design decisions that will communicate the right messages about your business.
Design and photography choices communicate messages about your brand, whether you realize it or not. When you’re wanting to be perceived as a certain type of business, your designs and photo choices must reflect that.
Want to be perceived as a trustworthy, experienced business consultant for corporations? You’ll need designs and photos that support that. Want to be perceived as a savvy and approachable wellness coach for young women? Your designs and photos should support that.
When photos and design choices don’t communicate the right message, you’ll be repelling your ideal clients instead of attracting them with your rebrand.
Tip #5: Update your website, social media profiles, and marketing collateral to reflect your new brand.
Once you know what you want your business to be known for, your signature offers, your ideal clients and your unique selling proposition—and you’ve decided upon the design and photography choices that will properly reflect these things, you’ll want to update EVERYTHING!
When you’re rebranding it’s crucial to roll out your new messaging and your new look on your website, your logo, your social media profiles, business cards, and any other marketing collateral you may use. This will help give potential clients a feeling of trust and professionalism, when they come across your brand and they see your consistency everywhere. It will also help to solidify your place in their minds as the expert who can help them with the problem/issue that you specialize in. People need to see a message multiple times before it really sticks, so by being consistent with your brand and your messaging, you’ll be establishing a new reputation for yourself and you’ll see better results from your rebrand!
You can also plan a launch strategy around your rebrand to create hype around it for your audience! People love coming along for the journey as their favorite business owners evolve, so be sure to create a special email opt-in incentive that will lead them to signing up for one of your signature offers, once the new brand is launched. You can start dropping hints about the rebrand about two weeks before your launch date. It’ll be like you’re inviting them to celebrate your next stage in business with you!
Want to find out more about rebranding your business? Check out my free training on How to Attract More Premium Clients without Spending Extra Time on Marketing!
