I recently underwent a rebranding and it’s been a tremendous experience.
It took me a while to decide to rebrand and then to get my new branding out there. But now that it’s done, I couldn’t be happier.
So how do you know if you’re ready for a rebrand? Here are 5 key signs that it’s a good idea.
1. Your Message Has Evolved
Branding is all about building a reputation around your message. And the reality is that your message is going to evolve as your business grows and evolves.
If your message isn’t evolving, then chances are you’re not evolving and that’s not a good thing.
My own message grew as I moved forward. I realized how passionate I was about helping people build a business that celebrates and leverages everything they bring to the table – their passions, skills, experiences and message. And I love inspiring people to trust their wisdom and voice, and let it show up in a really authentic way in their marketing.
I’m also really big on inspiring my clients to take action, even if it’s not perfect action. The only way we grow and evolve is by taking action.
So my new name Marketing From Within, and my tag line, “your message in action” are a much better reflection of what I’m all about.
2. Your Focus Has Shifted
For each of us, there’s a hook or a platform for which we want to become known as the expert.
For the first 4 years of my business, my hook was the niche. And as I continued to grow, I realized this wasn’t serving me. For several reasons.
There’s a lot of confusion about the word niche. For me, niche is about much more than a segment of your target market. I take a more holistic approach that includes who you help, what you help them with and why people should work with you. So I felt that my name, Attract Your Niche, wasn’t clearly communicating what I’m about.
My whole career was in Strategic Communications and messaging is my greatest strength and passion. I wanted to bring more of that to the forefront of my business, and put my focus on message as my hook.
3. You Have Website Shame
My old website definitely needed a facelift. You know it’s time for a facelift when you keep getting promotional emails and messages from people who specialize in website design. Okay, I get the hint.
Now, having said that, please don’t think you need to spend a fortune on your website in order to have a successful business. When I first started all that I had was a free report and a landing page, and I got clients. And I’ve helped my clients do the same thing. But I do believe that your image is important, and while your message is at the heart of your brand, you do want a professional looking image that reflects that message.
4. Your Website Doesn’t Reflect Who You Are and What You Do
Because my focus and message had evolved, my website really didn’t reflect what I did anymore. But it was more than that. It also didn’t do a good enough job reflecting who I am.
You want your personality to show up in your website. The colors you choose, the look and feel, the words you use…. all of these should be a good representation of who you are.
When I launched my new website, so many people emailed me to say, “Cindy, it’s so you”. Look at your website. Do you see your personality reflected there? Or does it feel like it could belong to someone else?
In order to stand out in today’s crowded marketplace, people want to know not just what you do, but who you really are. So let your personality show up in your website, and in all of your marketing.
5. Your Current Brand Limits Your Growth
While it’s really important to go “narrow and deep” within your niche, you also want to make sure that your brand gives you room to grow.
As my business evolved, I realized that I’m about so much more than “niche” . I’m super passionate about inspiring people to get in touch with their message, trust their voice and wisdom, and get their message out there in a really authentic way.
My old brand, “Attract Your Niche”, didn’t give me the room to grow and evolve. It felt constraining, while “Marketing From Within” gives me the breathing space to continue to grow while still communicating my core message.
The bottom line is you should know why you’re rebranding before you decide to do it. Make sure it’s for good reasons. It’s not about trying something new, throwing it against the wall and see if it sticks. As with everything in your business, you should be clear, focused and intentional.
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