6 Secret Signs It’s Time to Rebrand

Today I’m going to tackle one of the most common questions seasoned business owners ask about branding:

How do I know when it’s time to REBRAND?

Oooh, I love this question! :: cracks knuckles :: :: wiggles typing fingers ::

Let’s do a quick check-in. Simple questions to start:

1. Am I starting a new venture?

2. Has my creative style changed?

3. Have my overarching goals shifted since I last branded?

4. Has my business evolved, expanded, or changed in a fundamental way?

5. Am I targeting a new clientele with different expectations?

All of these are definite flags for a rebrand. But evolutions can also be subtle.

Here are the secret signs to watch for. You know you’re definitely in the zip code of a visual rebrand, if not knocking on the front door of one, when the following starts to happen:

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• You’re not quite capturing the attention of the client you want to serve

• You’re experiencing ‘style drift’: You realize that new images, messages, and campaigns have a different look and voice than when you launched your first visual identity

• You hesitate to hand out business cards or send people to your website because it doesn’t reflect the direction or quality of your current work

• Your website contains language, services, and packages that aren’t current - and you keep putting off changing anything because you know it’s not as simple as updating a price. Multiple things need rethinking, and you just can’t find the time.

• You hesitate to accept referrals from current clients because it’s more of the same work, and you need a new challenge

• Day-to-day operations start to wobble - you’re digging to find old files, having assistants re-create things from scratch, you’re using unrelated fonts and colors that look good for this project but don’t necessarily present a consistent face.

• You feel like you’re making too many day-to-day decisions, and are pulled in too many directions. The idea of huddling up with a helper to get clarity, lay a foundation, and have a smoother ride thereafter sounds like relief.

If any of those sound familiar, you are completely normal, and it’s simply time for an update - or perhaps a complete overhaul.

All businesses evolve over time, and if you’re ready to capture a new audience or take it to the next level, let’s talk!

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