If your brand doesn’t represent your business, client experience, and personal touch well anymore, you might be considering a rebrand. I have been in your shoes. Actually, I am almost done with my own rebrand! In order to create a new cohesive brand, you need a great team of professionals to help you implement the perfect voice, image, and aesthetic to reach and convert your clients. In this article, I’m going to walk you through how to rebrand your business.
A graphic designer or brand designer will kickstart the rebranding process! You can talk with them about qualities you like in other brands, color schemes that represent you well, and logo design concepts. They are going to help you build out the visual identity for your brand. This may include logos, fonts, headers, color scheme, and maybe even templates or rules for marketing materials. This will make your brand appear polished, professional, and easily recognizable. The anatomy of your brand is the foundation for all of your marketing.
For my rebranding process, we started about 3 months in advance with the foundation of the rebrand. Initially, we tackled the logo design. I knew I wanted an entirely new color scheme and starting with a logo made the most sense.
It was more than just picking my favorite color though. Which, happens to be blue! I had a criteria I needed to fit into. Kaitlin, our graphic designer, had me fill out a questionnaire just like she does with our clients. This helped me narrow my vision, criteria, and overall purpose of the rebrand.
This is why having a specific niche and understanding who you are talking to as an audience is so important. I know that I work with both men and women and I also serve a wide range of clients. I wanted something bold and strong, but with the elegance and more feminine color of the gold.
As Kaitlin pointed out, I am fun and cheerful as a person so that meant the script writing needed to also have a more handwritten feel. There is so much that is taken into account when you are deciding on all the elements that go into your overall brand image. Mainly, your clientele and personal style need to be at the center of your branding efforts.
A great web designer will build on the visual identity your graphic designer has built for your brand. Sometimes, graphic designers are also skilled web designers. This is more rare than it is commonplace. Typically, you’ll have to find an independent web designer and connect them with your graphic designer on your new brand guidelines, goals, and intentions with your rebranding process. In 2022, it’s important to build a mobile-optimized website for your users first. Then, customize the desktop version.
A web designer likely has a background in graphics and can implement the visual layout of your website. Many can also implement basic functional elements of your new website. If you are building out complex functionality, tools, apps, integrations, custom code, or anything that needs more than can be built in your current platform or template… well, then you need a web developer! A developer is focused on function only. They can help you execute a specific vision for the user experience of your site. Most small businesses utilize existing tools and plugins and the help of a web designer to implement their website rebrand. It is rare that you would need a developer.
Whether or not you hire a designer, rebranding your website is quite a process! You will need multiple sets of eyes to test everything. Colors, fonts, layout, and copy all need changed. But wait, don’t forget your links, slug preservation (yes, that’s a real thing!), images, and SEO! It’s so much to think about. This is why professional help is so useful.
Overall, you’ll want to have a few people test everything on your new site before it goes live. Function is critical! Lots of eyes will be on your site after you publish, so you want that first experience with your new brand to be top notch. Have your close friends click around and try it all out! If you did miss something, you’ll be able to fix it before it goes to a wider audience.
This definitely happened to me! For example, our embedded discovery call link has a second page with a short questionnaire. However, the second page is longer and the entire embedded page needed to be extended in order for visitors to complete and return it. I would never know if I had not been contacted directly by someone trying to fill it out on a particular page! Make sure you work out those bugs before your launch.
Of course, I’m going to talk about brand photography too! If you’re new here, I’m a personal brand photographer in Charlotte, NC. I’m kind of like the shoemaker whose kids go barefoot here, as I haven’t had my brand photos updated yet. I know, I know. But do as I say, not as I do! Having your photos done prior to publishing all your new content and copy is vital to your new brand. Your brand photos capture all the hard work you have done to define your business and differentiate it. While it can be a little scary getting in front of the camera at first, your brand photo session will be lots of fun!
Your website and visual brand can look incredible and still not convert. This is where copy comes in! A great copywriter can help you communicate information in a way that is impactful to your audience. Good copy moves people logically through your website, appeals to their needs, answers their questions, and is SEO-optimized. SEO stands for search engine optimization. This is the algorithm that decides whether your website shows up on the first page of Google, or buried on page twelve. There’s a checklist of things you need to consider when writing content, and SEO is one of the primary ways to get your website to earn traffic and convert.
Alright, so what about everything else? You’ve been marketing online for years. There’s social media, freebies, calendar links, client onboarding docs, courses, handouts… ahh!!! Don’t panic. It’ll all get taken care of. Here’s some things to think about:
Have a website with a ton of content and downloadable freebies? Check your analytics! This will give you a quick look into what content gets viewed most often. You can use this list to prioritize your work.
List out all the social profiles you can think of. Have someone else work with you to brainstorm in case you miss any. If you’re still not sure you caught them all, check your computer’s saved passwords list! You’ll want to update your bio, descriptions, social media post templates, and any branded content there like links in your bio, header and banner images, social profile images, and calls to action. Don’t forget temporary content, like stories and highlight covers for Instagram!
Your brand is likely embedded in your client experience and communication process more than you remember. If you’re using a CRM, look at your workflows and make sure the links in all your emails are up to date. Most importantly, check any autoresponders or front-end documents that new inquiries might be seeing soon. Prioritize those updates for brand consistency.
There might be some things you miss. Don’t sweat it! Update things as you see them, and be as thorough as possible. If something falls on the backburner, there’s a strong chance it wasn’t a vital pillar in your business to begin with. You can also use this time to archive any of that stagnant, unnecessary content too. As one last doublecheck, use my list of 12 ways to use your brand photos to skim the most common places you’ll have brand identity changes.
Overall, my best advice on how to rebrand is to find quality professionals that take the time to understand your business, your intentions, and your clients. Be extremely open and transparent with them, laying it all on the table to unearth the elements that make your brand unique. The initial creative process can be messy. Trust the process, do the work, and be proud of what your business is becoming!
I publish tips like this each week on my blog. Visit us regularly for new insights, trends, and content on brands, brand photography, and running a business!