Gaining clarity: when should you rebrand?
Responding to the desire for your business to look a certain way is most definitely valid in its own right. When acting strategically, there is an opportunity to activate branding as a tool to inform your marketing and serve your overall business, I’ve identified these three common scenarios of when it makes sense to rebrand.
1. Your business has hit a plateau/ feels stagnant. You are struggling to regain momentum.
2. Your audience seems to be fuzzy on why you are the keeper of the most valuable solution to what they’re looking for. They have a general idea but not enough to create the needed buzz.
3. Your business is undergoing/ has gone through a pivot. In order to function effectively in the market, communication and the image you send must shift as well.
The typical next step is to put yourself to work listing action items which may include:
-Update website
-Add sales page
-Refresh logo
…or even rebrand
Before officially putting any of these on your list of to do’s, have you referenced any research to show that investing in these things will actually spur the results you need?
Most likely not.
Let’s mock this up.
Common scenario & goal: A business owner wants to work less, so they decide to raise their rates.
This could unfold in 1 of 2 ways:
Scenario 1
Announce that prices are going up & create a push to book at your current rate.
Risk: How will people respond to higher rates?
Risk Hedge: None.
Possible Reactive Responses: Wait & see. Fire sale, add low ticket offer, revert to previous pricing?
Scenario 2
Implement specific branding items to shift thoughts, feelings & beliefs about your business to be such that a price increase becomes a part of the overall progression of your business.
Risk: How will people respond to higher rates?
Risk Hedge: Forecasting audience reactions & preemptively implementing countermeasures to possible negative responses.
Reduce risk & leverage data with creativity—This has been fundamental to my work for over a decade.
Wondering how this might apply to your business? Explore brand services.
About the author
Jaime Di Dio has been building brands for over 15 years. She has made it her policy over the course of her career to reverse engineer her clients goals to identify a course of action that maximizes available resources and builds forward motion all the while maintaining that highest level of aesthetic be non-negotiable.