If you’re anything like me or the clients I’ve had the pleasure of working with since starting my business in 2017, you’ve probably had your fair share of what I like to call “brand identity crisis”. A brand identity crisis is when you realize your brand doesn’t align with your ideal client or doesn’t reflect you, so you feverishly try to redo your website, maybe even going so far as to update your logo or completely change the name of the business.
Believe me, I’ve been there and it’s totally normal and part of the process!
When I started out as an entrepreneur, I had just left corporate America working as a corporate auditor for mid-market clients. I had NO IDEA what to expect or what was ahead of me, even though I had a good base knowledge from my Masters degree in Accounting and direct client work looking at businesses across America.
My brand began as a marketing agency, shifted to a marketing consultancy, and now I help clients with brand strategy, brand identity, logo design, and website design. As I grew, my brand grew with me. I began to understand my market and what my ideal client looked like and what they needed most. I’ve shifted my brand several times during the past 3 years and likely will again.
So why I have rebranded and changed my business name?
The quickest and easiest answer is to accurately reflect me, my offers, and connect with my target market. I believe in always leading with curiosity and being open to new opportunity. As I worked with my clients in a marketing capacity, what kept coming up over and over again was their need for creative direction. They had no idea how to appear on social media because they had no identifiable brand and no strategy. Their website often didn’t reflect their offers or didn’t speak to the market they said they wanted to connect with.
This was a problem for me as a marketing agency, since I had to first help them solve these much larger problems before we could begin marketing.
Branding always must come first. It is the foundation of your business.
Any marketing campaigns come after a strong brand strategy and brand identity. Trying to market before you brand is a fast way to waste a ton of ad dollars and leave you believing that “marketing doesn’t work for your industry”.
As I continued helping clients, I saw this over and over again. And I realized that:
Branding and design was what the clients needed (and wanted) help with most
It was what I enjoyed working on the most
So it was a win-win for me to transition my offer from a forward-facing marketing offer to a forward-facing branding and design offer. I strongly believe in the need for both a strong brand and design, as well as, strong marketing in your business, but always first you must focus on creating a strong brand and that is exactly what I am focused on helping clients with.
But why change the name of my business?
Well, this was more of a personal decision. This past summer on a Greek island, my then boyfriend proposed to me and we are set to be married in the next few months. My previous business name included my maiden name and I wanted to honor my married name, but also not have my business so centered around my full name.
I went around for months trying to figure out a name that made sense.
Should it be fun and quirky and have nothing to do with me?
Or should it be more of a personal brand?
Or a mix of the two?
And I settled on a mix of the two by just using my first and middle name! This way I got away from using my last name and it also could work as more of a corporate name if I wanted to sell it down the road.
So what are 3 signs you need to look for to know if you are ready for a rebrand in your business?
1. Are you seeing the results you want?
This one is the biggest reason you should consider a rebrand. THE DOLLA DOLLA BILLS, Y’ALL! You’re in business to make a profit and you want to make a profit doing something that truly aligns with how you want to serve. After all, I believe there is no point to making money if you don’t enjoy the process. More than likely if you are not seeing the results you’d like, it is due to a confusing or inconsistent message that your target audience is not understanding. By taking the time to strategically rebrand your business, craft your messaging, and create a strong brand aligned with your purpose, you will see the results you are looking for. Cha, Ching!
2. Have your services or offers changed?
If your current website doesn’t reflect your current message and offering, this is a clear reason you need to rebrand and refresh your site. You want your brand (social media, website, and visual identity) to do the heavy lifting for you, essentially becoming a 24/7 salesman. If your brand is not in alignment, it is actively working against you.
3. Are your visual images and message still compelling?
Like it or not, your visual identity is a HUGE selling point. In fact 59% of people will choose to do business based on good design ALONE. More and more businesses are moving online and you need your visual identity and messaging to be on point to attract your target market and stand out from the crowd. Hint, hint: 90’s clip art and websites won’t cut it if you want top dollar.