3 Signs It’s Time to Rebrand
may 10, 2023
Category: branding
three signs it’s time to rebrand
Spoiler: If you’re experiencing a lack of sales or leads on your website it might be time for a rebrand.
As a designer, I’ve found myself itching to rebrand and redo my website more times than I can count on one hand. Heck, I’ve even rebranded almost that many times! But the thing is, changing your branding just because you’re bored of it isn’t a good use of your time or your money. You should only be re-branding when your branding is no longer working FOR you and your business.
I get it, you might be thinking cool, that sounds great Bri, but how do I know that it’s no longer working for me!? Let’s go over three huge signs that the time to rebrand is NOW.
1 | your business has grown or shifted
I relate to this one on SUCH a personal level! A few years ago, I experienced a year full of growth, change, and new ideas. All of that growth and change didn’t just happen on the client side of things either — my business itself was changing! I was no longer a one-woman show and I needed a website and brand that accurately reflected that. I suddenly had two part-time employees and was gearing up to hire my first full-timer. I needed to revamp my website to reflect that! In the meantime, I didn’t feel like my branding was serving me in other ways too.
As a business, I needed to ensure my brand and website reflected the team I had built and the quality of services we were offering. Our design experience is an investment with a well-thought-out client experience to accompany it so I wanted to make sure the branding and site showcased that. I was also revamping my course offering, The Brighten Blueprint, and was gearing up to launch a product-based business. It was a massive season of change for me and served as a reminder that I needed to revamp my brand.
2 | you’re not attracting ideal clients
In growing my business, I realized that my website wasn’t speaking to the type of clients I was hoping to attract. I had a tagline that said something along the lines of branding and web design for creatives. While I primarily work with creative entrepreneurs of all kinds, this specific language seemed to speak directly to solopreneurs and photographers. I knew I wanted to dive deeper into working with product-based brands but my entire website, branding, and portfolio didn’t showcase that.
Through the years of rebranding Brighten Made, I made small changes but generally stuck with a clean sans-serif type for my primary logo. When I decided to really rebrand in 2021, I went through my own brand strategy exercise to determine where I wanted the business to go, what my dream clients looked like, and who my ideal audience was. By focusing on my goals and thinking about my brand strategically, I created a primary logo design that was playful and stood out from competitors. I selected a type hierarchy that felt boho yet modern for the brand vibe I was going for. I revamped my messaging, my website, and my site copywriting — all in pursuit of those DREAM clients I knew I wanted to work with. The result? I got to work with a true bucket-list client, Jenna Kutcher, and make so much branding magic with many other dream clients like Karrie Locher, a Hawaiian-based cafe and juicery, amazing sustainable fashion brands, the list goes on and on!
If you’re unsure whether or not you’re attracting your ideal audience, look at the general demographics of the clients you’re booking or the stats behind who’s shopping your website. If you’re a service provider, are 90% of your bookings dream clients? For product-based businesses, did you design a product for moms but only seem to be attracting gen-z? Having a high-level overview of who you’re attracting can allow you to be strategic about adjusting your branding to serve the right types of clients.
3 | Your Packaging/website design no longer serve you
OR the direction you want to go in!
So often people will come to me and explain that they need to up-level their packaging or their website. But what they don’t usually understand is that your poor packaging design or lack of sales on your website stems from… your branding! Enter: the key sign it’s time for a rebrand!
I like to think of designing and marketing your business like a house. The. Branding. Is. Everything. From the foundation to the paint colors, to the tile, to the exterior design. Without it, you’re trying to invent something out of nothing and you end up only solving a temporary solution by slapping a bandaid on it.
So if you’re sitting there wondering… could my packaging be more elevated? Could my website generate more sales? Ask yourself: Do you have a solid brand that’s more than just a singular logo and a few colors? Because if the answer is no, it’s time to go back to the drawing board and create an identity that works across alllll.the.things.
Look at your future goals, does your current brand and packaging reflect the type of business you want to have? A million-dollar brand likely didn’t get by with a logo they DIYed in Canva, and I can assure you it won’t help your goals progress either.
Do you want to expand your product line in the future? Pitch your product to large retailers? Book high-ticket clients? Look at the branding, website, and the overall client and customer experience you currently have and see if it reflects where you want to go.
We’re the first step.
Let’s uplevel your brand and #allthethings that go along with it! We’re here to help you with your website design, custom packaging and collateral, and SO MUCH MORE.
So reach out! The magic is waiting.
