Sprucing Up Your Branding

With the year coming to a close, you may want a fresh start for the new year, one with new ideas, new goals and new looks – including a spruced up look for your brand. An updated look for your business can give you the new beginning you are looking for, but rebranding (even when you don’t have a huge following) can be a lot of work.

Before you invest on a new logo, website, web copy, professional photos and business cards and set up meetings with designers and copywriters and photographers, take a moment to ask yourself these few questions and write your answers on this worksheet I created for you.

1. Why do I want to rebrand?

A fun new logo is always exciting, but ask yourself why you want to rebrand. Are you adding new offerings? Are you trying to reach a different target market that your brand doesn’t appeal to right now? Or do you just need a freshened up look?

Knowing why you want to rebrand is one of the most important things about the rebranding process. Knowing the goals you have set up for your new look will help your designers and developers with their job, and you’ll have a better idea of what you’re looking for in your redesign.

2. Is my customer changing?

If you’re doing a rebrand because your customer is changing, you’ll want to do a profile on who your new customer is going to be. Get to know everything you can about your new customer so you can direct your rebranding efforts specifically to them.

For example, if you’re a photographer who has mainly worked with babies and seniors in the past and you want to rebrand to target brides specifically, you’ll want to find out everything you can about your new ideal customer – what types of photos she likes best, what blogs she reads, where she finds most of her wedding inspiration. When you know all of the specific details about your ideal customer, you’ll know exactly how to talk to her, how to form packages around her wants and where to market your rebranded business.

3. What do I want my new look to say about my brand?

Having a clear idea of what you want your look to say about your brand will always help your designer when you’re getting the branding process started. Having a few examples of brands you admire can help your designer and developers envision the direction you want your look to go.

One way to paint a clearer image of what you want your brand to portray is to start a Pinterest board full of brand inspiration. Include pins of colors, patterns and styles that inspire you in your brand, along with images of your ideal customer. This will give you a reference point for all of the design and branding decisions you make in the rebrand process and also comes in handy when making branding decisions down the road.

Asking these questions about your new brand image are important in creating a brand that lasts – the more you know about where you want to go in the future will help you with your rebrand right now.  And if you’re all ready to start the rebranding process, make sure you check out Ciera’s design and marketing packages.

About the author: Mariah is a Graphic Designer/Wedding Stylist who has a passion for helping creative entrepreneurs turn their passion into profit.