I am firm believer in working on your business as much as your work in it. That means frequently working to build your brand and grow a stronger business. I also think that frequent evaluations of your brand help to keep your mission, message, and ideal client in line so that you are portraying the right message and reaching your ideal client. Being intentional about your business and brand will help you to build an even stronger business. But if you evaluate your brand and find that it is not lining up with your mission any more, it may be time for a rebrand.
What it means to rebrand
The term rebrand is thrown around a lot in the creative industry. But what does it really mean to rebrand your business? Rebranding is the process of giving a product or an organization a new image, in order to make it more attractive or successful (source). But it is more than redesigning your logo or updating your website.
Rebranding your business means to reevaluate your mission, make sure your offerings align with your mission, and update your brand design to better reflect your mission. Rebranding your business helps you to better define why you do what you do and make sure that it is represented well throughout your entire brand. It is about taking time to dig deep in your brand so you can know if your brand is working for you and doing the best it can for your business.
Are you ready for a rebrand?
When determining if you need a rebrand for your business, there are some questions you can ask yourself to decide if it's right for you.
- What is your mission? If you feel like you might be in need of a rebrand, a good place to start is by looking at your mission. Take time to reflect on your mission and determine if it is still the right fit for your business.
- Is your brand and message clearly defined and easily explained? When someone asks you about your business, you should be able to clearly and easily tell them what you do. Can you do that? When someone visits your website or social media they should be able to immediately tell what your business is all about. If you have trouble easily explaining to people what you do and why you do it, you may want to consider rebranding so that your mission is clearly communicated.
- Does your brand design truly represent your mission and vision? Your brand is more than just the logo and designs. It goes much deeper. But your brand design must be consistent with your messaging so that you are truly representing that underlying mission. You can't have an photography studio that focuses on reaching new mamas but have a brand design that speaks to teenagers.
- Has your message changed? If you have refined your focus and found that niche market that makes your heart happy, then you probably need a rebrand. It goes back to making sure that you are clearly defining your mission through your brand. If your overall message has changed and you are targeting a new market or a more niche market, then you want to be sure that is reflected in your brand.
- Is your brand consistent? If you have continual tweaked your brand over time or never got a professional, cohesive brand design to begin with, your brand may not be consistent. You want to make sure that your brand is consistent in all levels of communication with potential customers and clients. This includes your online presence, your email communication, and your print collateral. All aspects of your brand need to be consistent so that you come across as professional. (If you haven't signed up for the email list yet, you will want to below so you can get your free copy of the cohesive brand design guidebook too!)
- Does your brand reach your target audience? This goes back to keeping everything aligned, from your mission, to your ideal client, to your brand design. That is why a brand design is more than just a logo. There is not one part of a brand that can stand alone. All of these pieces create a puzzle and the puzzle pieces have to fit together. Your brand can't reach your ideal client unless you know who that is and what it is they want. And that factors in to your mission too. (It's the circle of life, friends). Think about the type of audience you are trying to reach. Where do they hang out? What are their likes? Dislikes? Where do they shop? Now think about how your brand speaks to them. Are you reaching the right people?
- Is your brand outdated? You might need a rebrand if your brand is just plain outdated. It is important to keep your brand design fresh and up to date with time. That doesn't necessarily mean you need a complete redesign every year, but small updates and tweaks over time will keep your brand consistent and fresh at the same time. But if you find yourself with a 10 year old brand design, you may be in the market for a complete rebrand so that you can reevaluate your business and bring it up to date with the times.
- Where do you see yourself + your business in 5 years? This one is important because you want your brand to be timeless. Like I have said, you will probably update your design over time to keep it modern and fresh, but you don't want to have to complete redesign your brand every year. Keeping your long term goals in mind when establishing your brand (or rebrand) will help to create a lasting brand for your business. Think about where you want your business to be in 5 years. Will your brand still be relevant then?
when determining if you need a rebrand for your business, ask yourself these questions.
my rebrand process
When I first started this process, I think I was in rebrand denial. I went in to the process thinking I was just going to freshen up my brand and update the website to make sure everything was still aligning with my mission. At the end of it, I decided to change my business name and really hone in on a specific niche audience that I was already connecting with. Deep down I think my business was headed this direction anyway, I just decided to go for it and make everything simplified and in line with where my heart lies most.
To be honest, if you would have asked me 2 months ago if I was going to rebrand and change my name, I would have said no. It wasn't really on my radar to do such a big change and transition for my business, but the further I got into the process, the more it just felt right. It was not an easy decision to make, because it meant saying goodbye to part of my business that got me started in the first place. But the more I thought about it, the more I realized that this is where I am meant to be right now. After lots of prayer and planning, I knew that it was time for this transition.
On the surface, it may look like my business underwent a dramatic change, but deep down it is still the same. My mission is still the same, just more focused now. My goal has always been to help you find joy in your life, but now I am doing that specifically through creating an intentional life + business. My products and services are more simplified to directly relate to that mission and helping you achieve that intentional life + business. I let go of the things that didn't line up with this focused mission so that I could spend more time creating things with intention. That meant getting rid of the personalized cards + invitations so that I would have more time to help you live intentionally and find the balance between work + life.
Once I had a firm grasp on who I am as a business, what I do, why I do it, and who I do it for, I felt like everything just made sense. The one thing that stuck out to me was the name. Now this is a decision that cannot be taken lightly, but after much thought (maybe too much), and more prayer, I decided to change the name of my business to Intentionally Designed to better reflect my newly focused mission. I went through a long list of name options, but in the end, I wanted something that captured the essence of what I do and why I do it. I wanted something that showed the heart behind the business and the mission of helping you achieve balance in your life + business too. When I landed on Intentionally Designed, I just knew it was right.
The pieces of my rebrand seemed to fit together like a puzzle, and the closer I got to having it done, the more I saw the big picture and knew that I was doing the right thing. There was nothing wrong with my brand before, but I feel like this was the next step in my business growth and I am excited to see what the future has in store for Intentionally Designed.
I always say that if you have a strong brand as the foundation for your business, you should't have to rebrand yourself over and over. However, the one exception to that rule is if you find yourself naturally going in a different or more focused direction and you need your brand to better reflect those transitions. That is where I found myself. I was at a point where I was naturally progressing towards this shift and I wanted to maintain that strong foundation with the shift. If you find yourself in a place where you feel like your brand just ins't working anymore, ask yourself if you are ready for a rebrand. Or maybe you're just starting out and feel like you need an intentional brand design to serve as a foundation for your business?