Rebranding is such a FUN, enlightening, and exciting process. I absolutely LOVE it! (Looks like I picked the right career!) But although it’s exciting, it’s not easy. Quality and meaningful branding requires quality and meaningful thought. It can be daunting to know where to start and how to communicate your vision of your business to a designer. As a designer myself, I’ve gotten in the habit of asking specific questions to help my wonderful clients articulate and communicate their vision for a rebrand. Want a sneak peek into that process? Here are 5 questions to ask before your rebrand to help you make the most of your project.
1. Why now?
The first question to ask before rebranding is “Why now?”. What is prompting you to begin the rebrand process? What change has taken place to cause you to take action? Perhaps you feel that your brand is outdated, or your offerings have changed, or your business name has changed, or you’re pivoting the business in a new direction, or maybe you just want something new. Whatever the case may be, take a moment to define WHY you are rebranding. The WHY behind your rebrand will help influence the time and resources you should allocate to the rebrand.
2. What are my goals for this rebrand?
The next step when choosing to rebrand is to identify your goals. Branding is an important part of any business, but it can be difficult to quantify or define the results that can come from it. Identify what you’d like to accomplish before the project begins.
Many business owners tell me, “Oh we just need an update.” But WHY? Why do you need an update? What will that accomplish for you? Are you looking to attract a specific type of client? Do you want to be viewed as an expert in your field? Are you looking to increase sales? Try to identify what success will look like at the end of the project. It may be a quantifiable goal such as an increase in website traffic, sales, pricing, or social media engagement, or it may be as simple as “I want to feel more confident pitching my services to customers”.
By identifying the goals of your rebrand, you’ll be able to paint a clearer picture for your designer. It’ll also help you identify if you were successful after the project is over.
3. What is my budget?
Before you begin the process of rebranding, take a minute to figure out what your budget is. Surprise – this number shouldn’t just be the first number that pops into your head and “sounds about right”. And it might not be the same as what your friend Susie paid for her new logo. As discussed above, every business is unique. Your needs and goals will determine your budget for a rebrand. When working with a designer, they’ll be able to help you identify what you should include in your rebrand package.
When I begin to work with clients, I take time to really understand the needs of their business in order to determine pricing. We discuss questions such as “Do you already have a brand strategy?” “Would brand patterns serve your business?” “Do you need social media assets?” and more. Answering these questions helps me create a custom package just for your business – including the things you need and excluding assets that may not serve you right now.
Resist the urge to price shop, as lower price points may be a red flag. With graphic design, as with most things, you get what you pay for. Define the value you’re seeking to bring into your company and budget accordingly. And remember – branding is an investment, meaning that you’ll receive a return for what you put in! (Whoop whoop!)
4. Who am I trying to attract? Is it changing?
A big reason why companies rebrand is because they’re trying to attract a new type of client. If your ideal client is changing, take time to clearly define who they are and be sure to communicate this to your designer. Knowing who you’re trying to connect with will dictate the kind of style your brand visuals should have. Color palette, typography style, and format can all change drastically based on the feelings you’d like your customer to experience when interacting with your brand.
5. What is my unique offering, story, or style?
Just like every person is unique, every business is unique. Let me say it again for the people in the back – EVERY BUSINESS IS UNIQUE. Whether you’re able to communicate that to the rest of the world is up to you. Take time to identify what makes your business different from the rest. You could highlight your offering – do you offer something different from most businesses in your field? Or maybe you highlight the story of your brand. Or perhaps you have a certain style that varies from the norm. If you’re really on top of things, you’ll be able to identify all three of these!
Understanding and having clarity in what makes you different will not only help your designer create a more meaningful logo for you, but it’ll help you communicate your value to customers. This will serve you for the lifetime of your business.
Remember – your brand story will not just fall into your lap. Once you’ve identified what your “uniqueness” is, it’ll take time and space to craft the full narrative and how you’ll present it to the world. Take the time to figure it out – it will be SO worth it!
If you’re beginning the process of rebranding – I’m so excited for you! As I said before, it is such a fun experience! Have more questions about a rebrand or need some help? Send me a message! I’d love to help you take your business to new heights.
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