5 Warning Signs That You Need to Rebrand Your Small Business
Hello friends! Thanks for joining me on the blog. This is the place to get insider tips about branding, web design, and everything in between. My name is Irlanda! I’m a brand designer who is passionate about helping visionary entrepreneurs create show-stopping brands.
Today, I’m going to give you an overview of what branding is, why it matters, and 5 ways to tell it’s time to rebrand your small business.
What Is Branding?
If you’ve been a business owner for more than five minutes, you’ve heard about branding. In fact, you don’t even need to be in business to see how important it is! Think about Times Square in New York City. All those screens are displaying one thing: branding. Whether it’s for a Broadway Show, a new iPhone, or another Coca-Cola flavor, those advertisements use branding to create associations in your brain.
When you see a capital M in bright gold, you know a McDonalds is nearby. You’re already thinking about burgers and fries. When you see a swoosh, you think of Nike’s athletic wear. When you see the outline of a castle, you think of Disney.
Each of these is an example of a strong brand. But what exactly is a brand?
A brand tells the story of your business. It is your small business’s identity and personality. It sets you apart from competitors and builds recognition and trust with your target market.
When we talk about branding, we mean everything from your brand’s mission to its voice and personality. How do you want your business to be perceived? Is it fun-loving, adventurous, and bold? Or sleek, minimalist, and professional? All of these things contribute to your overall brand.
Here at Benthic Studio, we focus on your brand’s visual identity. This includes your logo, color palette, typography, photography styles, and more! Our job is to make your brand visually unique, recognizable, and memorable.
But why? Why do we care so much about branding? I’m so glad you asked!
Why Is Branding Important for My Small Business?
Investing in your brand design is your most important investment for your business. There are over 33,185,550 small businesses in the United States. What will make yours stand out? Why would people choose your business over the 10 others in your area?
You get to decide this! What is it that sets your business apart? What makes you special, different, and better? When you know the answer to this question, you know your brand!
Strong brand design gives you:
A recognizable business identity
Marketing clarity
Consistency across all marketing channels, social media, and more
Connection with your ideal clients
Distinction in a crowded market
A higher-level client experience
5 Signs It’s Time to Rebrand
Maybe you’ve been in business for a few years and think you’ve got this whole brand thing figured out. I applaud you! Seriously, being a small business is hard work!
But the market changes - fast. What was visually appealing a few years ago looks outdated now.
Not only does the market change fast, but your business does too! So many of my clients came to me with a vision for their business and brand. They knew exactly who they wanted to work with and what they wanted to do. And they did it! For a few years, their target market stayed the same and their brand continued to represent them well. But then those things changed.
When you’re a small business owner or solopreneur, it’s common for your business to change and grow along with you. If you, as an individual, have developed, your business isn’t far behind.
So, with all of these changes, how do you know when it’s time to rebrand? I’ve got you covered! Over the past 10 years, I’ve discovered 5 sure-fire ways to know it’s time to rebrand your small business.
Your branding looks old-school
There’s a fine line between vintage and outdated. One is a stylistic choice - like Herschel Supply Co.’s classic logo. A vintage logo reflects a company’s dependable history. An outdated logo makes it seem like your business can't keep up with the competition.
You want your clients to look at your brand and see a business that understands the current market. You want to present your business as up-to-date, relevant, and professional.
Your audience has changed
This follows what we were talking about above. If your business has changed - this is a good thing! As your business grows and changes, it’s natural for your ideal clientele to shift, too. And the longer you're in business, the more specific your audience will get.
Maybe you’re a private practice therapist for women. But the longer you run your practice, the more passionate you become about mental health care for mothers postpartum. This is a great example of your target market changing.
Your brand needs to reflect these changes so you can visually connect with the right people.
There have been big changes in your business
Has your business grown? Have you joined another company? Are you offering new products or services?
When big changes happen in your business, take a look at your branding. Often, your old branding will no longer fit your new business scope. If your brand doesn’t reflect who you are, what you do, and who you serve - it’s time for a rebrand.
Your brand is all over the place
Does your branding look different on social media than on your website? Do you have a different logo on your printed merchandise than you do online?
Inconsistent branding makes your business look unpredictable and untrustworthy. Plus, it’s harder to recognize you across different platforms! If you’re struggling to maintain a uniform look, start considering that rebrand.
You blend in
When you first started your small business, your branding may have stood out from the crowd. But the internet is a big place, and many people have similar ideas.
You don’t need to start a new business with a wildly original idea. You just need to discover what sets you apart! Once you know what makes your business different, you can create a brand that reflects that.
The Easiest Way to Rebrand Your Business
Did any of those five signs hit too close to home? If your branding feels outdated, no longer reflects your audience or services, feels inconsistent, or blends in… it’s time to rebrand.
But don’t worry! The rebranding process doesn’t need to be scary. It can be the most exciting and inspiring thing to happen to your business.
If you’re ready to take the next step, or just have some questions about branding, I’d love to chat! Click here to schedule a (completely free!) video chat where we can learn more about your business. This will be the best - and easiest - decision you make for your small business.
