As a business owner, the end of a year is a common time to reflect on business goals. If you’re not hitting all your goals this year, you may be questioning if your branding is at fault.
As a brand you want to stand out and be noticed for what your company stands for. You may think, “If only my business or personal brand had a new look!”
But how do you know if your business could benefit from a rebrand or brand refresh?
Rebranding and a brand refresh are the two most effective ways to give your business a new look. Both are effective, but if you don’t know what to do or when to do it, you can waste a lot of time and money.
Let’s not do that, okay? Your time and energy is precious. So, first let’s understand the difference between a rebrand and a brand refresh.
What is a Brand Refresh?
Think of a brand refresh as a makeover to upgrade the visual design, but the brand remains mostly the same in terms of messaging, values, and overall brand personality. A refresh can introduce new shades to your brand colors, graphic elements or a new set of branded social media templates.
A brand refresh is similar to the new scarf and boots added to your wardrobe to spice up the many outfits you already have.
You might seek a brand refresh if your business has matured. Maybe your visuals don’t align with your brand messaging or speak to your brand personality. A new set of branded templates could be just what you need to breathe life back into your biz.
What is a Rebrand?
A rebrand is a complete overhaul of your brand identity. It involves re-examining your brand strategy including market research, goals, and purpose. Some brands choose to undergo a complete brand transformation, which could include a new name, logo, fonts, brand colors, and even a new business model.
A rebrand is similar to donating all the items in your wardrobe that no longer bring you joy and updating it with items that do. You build a closet filled with clothes and accessories that give you confidence because they represent who you are.
You might seek a rebrand if your business has changed direction or you desire to pivot your original brand. Or perhaps you pivoted your niche and your ideal client and services have changed.
If you’ve been in business a couple of years, more than likely your business has matured and you’ve outgrown your best DIY efforts. To prepare for rebranding, you will need to consider an overhaul on brand strategy, brand guidelines, and marketing collateral.
Questions to Ask Before a Rebrand
Get down to the root of your desire.
- Why are you looking to update your brand?
- Are you bored?
- Are you finding it hard to show up for your audience?
- Are you no longer finding joy in your business?
Rebranding needs to be done consciously. And being bored of your current branding can’t be the only reason!
Please resist changing your whole brand identity just because you’re bored or because you think, “I got zero clients in the last six months, my account is not growing. I think it’s my branding.”
It’s going to take your brand at least a year to make an impact. Don’t rebrand unless your core values shift or you’re changing business models, industry brand equity takes years to build and shouldn’t be discarded.
I’m not saying don’t rebrand because if done right it can set you on a blazing path to success. But do so consciously and thoughtfully. Take people on a journey with you as you explore new brand ideas. Test your ideas out in stories and see if people are engaging with them.
If you feel your business has matured and you’ve outgrown your DIYed branding maybe it’s time to invest in a professional approach to brand and content strategy.
Do I Need a Brand Refresh?
If you are just bored of your branding or feel disconnected maybe there are other things going on in your life influencing this feeling. Maybe all you need is a refresh!
Get inspired by creating a vision board. Follow competitors in your industry and take note of what you like and what you don’t like. Add customizable branded templates to your marketing collateral.
Take The First Step Towards a Brand You Love
A brand refresh and rebrand are often confused and used interchangeably. But when done correctly at the right times, they yield different results.
If you feel you need a change, don’t be afraid to take the first step. As an entrepreneur, having a brand that is fresh brings personal joy and business success. As you grow, it’s expected that your business will too.
If you find yourself dreaming about what your brand should look like. Start by asking yourself, why?
Take the time to define your joy, ideal lifestyle, and purpose. When your soul is in alignment with your business, you will know if it’s the season for a refresh or a rebrand.
If things are feeling stale or unclear, go back to the drawing board & see where the disconnect is between you & your brand.
If you’re an entrepreneur ready to bring your big brand vision to life, the Social Media Branding Package may be just what you need. This is a one-stop shop service for building a cohesive, stand-out brand AND content strategy that work hand in hand.
If a brand refresh could bring your brand back to life, these customizable branded Canva templates can get your business soaring high into the new year.
If you want to find your authentic brand strategy, check out this brand strategy quiz I created to help you understand how to show up in your business in alignment with your unique energy, personality & Human Design.