When and How to Approach Rebranding

Many small business owners that I talk to aren't sure or are intimidated by the idea of a rebranding project. They don't know where to start or if they're even ready for a project. If that's you, this blog post should hopefully help you figure out when and how to approach a rebranding project. Branding is a really important investment for your small business and it’s necessary if you want your business to grow. I'm going to cover the basics of how to tell if you're ready for a rebranding project and how to approach and get ready for that project.

‍

Also just for clarity, I use rebranding and branding pretty interchangeably in this post (and in most of my other writing as well) and that's because if your business exists, your business has a brand. Even if it's not an intentionally created brand or a professionally designed brand, it's still a brand so you will be rebranding the next time you do a branding project.

‍

Are you ready for a rebrand?

Well if you’re reading this post, the answer is probably yes. But here are some other signs that you might be ready for a rebrand. The clients I work with who are ready for a branding project resonate with many of these statements:

Your current branding was not done by a professional designer.
You are ready to make an investment to grow your business.
You want to make more sales.
You don’t feel like your current branding reflects the heart of your business.
You want to raise your prices.
Your current branding lacks strategy.
You want your business to be taken seriously.

Before getting started, clarify your what and why

Before jumping into a brand design project, it’s good to have an idea of what you’re actually looking to get out of the project. And there are two parts to this. 1. You need to know your big WHY for the project (aka what are your goals and how will branding help you get there) and 2. You need to know WHAT specific design deliverables you’re looking for. Now, breaking down each of these a bit more: 

‍

1. You need to know WHY you want to do a branding project. What brought you to this blog post? Which of the points from the previous section resonate most with you? Are you trying to make more sales? Are you frustrated with your current branding? Know your goals and make sure you can communicate them to your designer so that they can design with those specific aims in mind. 

‍

2. You need to know WHAT you’re actually looking for in terms of deliverables for a project. Now, most brand designers can help you with this and will have curated packages that include the things you’re most likely to need like logos, colors, fonts, business cards, and social media templates. But one of the coolest things about small businesses is that they are all so unique! So your business is going to have different needs when it comes to branded materials and it might not all be included in a designer’s package. Maybe you need a thank you card, stickers, packaging, tape, etc. for your business. Keep a list of all of your touchpoints, materials, etc. so you can come to your designer with that list and figure out what needs to be included in your branding project. 

Finding the right designer

Finding the right designer can be difficult, so take your time! There are a lot of us out there and you want to choose someone that’s going to be a joy to work with and that can do the kind of work you’re looking for. Here are some major things to consider.

‍

Offers/packages. Make sure your designer can actually do what you’re looking for. Not all designers offer brand design and you might also be looking for someone who offers web design. Most designers have pre-defined packages that specify certain deliverables, time frame, revisions, etc.

‍

Style. Some designers have a very specific design style and that style might not work with your business. Make sure you’ve taken a look at a designer’s work before reaching out to them.

‍

Specialty/niche. It’s best to work with a designer that specializes in your niche. They might niche by style, as mentioned above, but it could also be based on business size, type, industry, or values. Personally I niche by size, values, and type of business and that’s where my expertise lies: I usually work with small, female-owned, independent creative businesses. You don’t need to find someone that’s a perfect, specific match. But finding someone who specializes in your area or who shares values with you is going to lead to a much better result for you.

‍

Personality. Unless you’re working with an agency, there's a good chance you're going to be working with one or maybe a few people on your branding project. Make sure you like them and trust them!

Quality Design is an Investment

Get ready to spend some money! Quality design costs money for a good reason. It's an investment. And depending on your designer, your project might cost anything from $1,000 to $10,000. Some brand designers offer payment plans to make this investment a bit easier to bear. When saving up and planning for your branding project, you should also consider the costs of implementing your new branding onto your materials.

‍

Even though brand design wasn't an investment I had to make in my own business (perk of being a brand designer), I've had to make other big investments in software, courses, and general business operating processes to sustain and grow my business. Making investments is a part of being a business owner!

When you're ready

When you're ready to work with a designer, and you think I'd be a good fit for you, I'm here! You can apply to work with me on a branding package on my website. If you have any questions for me about the process, I'd be happy to answer you on Instagram or via email!  Also, if you don't think I'm a good fit for you based on my specific niche, I'd also be happy to point you to some other designers that I know and respect who work with your industry/niche!

‍