Your Guide To Rebranding For The New Year
You can rebrand your business any time of year, but the New Year is the ideal time! Your branding is what differentiates and distinguishes your business from your competition. In the digital world, it is how you visually engage. In a brick-and-mortar setting, it’s the atmosphere you create within your four walls.
You have 3 seconds or less to make an impression. So, in addition to your initial branding, you must periodically reevaluate your visual look and feel. Here’s what to consider for a full or mini rebrand.
How To Know It’s Time To Rebrand?
Rebranding isn’t necessarily a complete and total makeover, but often a natural evolution of your existing brand identity. However, sometimes an entirely new approach is required.
For example, did you know that Google’s original name was BackRub? As difficult as it may be to recall, the internet and search engines were new technology when BackRub launched. We are all familiar with the words “back rub”, but the name didn’t relate to the new technology of search engines. Google was a new, innovative, and memorable business name. Now, we use “Google”, “Googled”, and “Googling” as both nouns and verbs.
Imagine if Google had never changed its name. Even with the same technology, BackRub may not have connected with consumers on the same level.
You can rebrand by:
Refreshing your design colors.
Updating your logo.
Creating a new slogan or brand name.
Differentiating yourself from the competition.
Crafting a more compelling brand story.
Updating the look and feel of your website and or social media pages.
Targeting new demographics in a manner that retains your existing clients.
Evolving to better represent your product or service expansion.
Refreshing your marketing strategy to better connect and engage.
How To Define Your Primary Demographics?
Before you dive in too deep, it’s time to define or redefine your primary demographics. Most businesses have 3 to 5 target audiences that they market to. The New Year is the ideal time to reevaluate who these audiences are and how their needs have changed.
The biggest mistake solopreneurs and small businesses make is only targeting consumers who are in their personal or professional demographic. This approach limits your growth potential.
Utilize your data to innovate beyond what inspired you to launch your business to target a wider variety of demographics.
Your client testimonials, FAQs, and in-depth data and analytics will help you create your 3 to 5 key audiences.
Begin with factors such as:
Location
Age
Gender
Marital status
Kids or no kids
Single or two-parent home
Industry/occupation
Income level
Education
Hobbies & Interests
Lifestyle
Values
Etc.
Then, dive in deeper creating a detailed description that includes how you solve their top 3 problems. This might be saving them time, saving them money, entertainment, and more.
Go beyond targeting “small business owners” to creating a detailed day in the life of your client and how your products and services can help.
For example:
Briana is a small business owner who finally launched her dream business during the pandemic. She’s all for working hard but prioritizes balance and quality time with friends and family. She works from home and needs to maintain a flexible schedule. While her business is rapidly growing, she can’t yet afford full-time employees.
In the increasingly on-demand world we live in, one of Briana’s biggest pain points is missed after-hours and weekend emails and calls. The percentage of clients she converts by responding to the next business day is exceptionally lower than the percentage she converts when she responds in real-time. Your 24/7 virtual personal assistant company ensures no emails or calls ever go missed, rapidly increasing her conversions—and growing her business.
How To Create Your New Brand Strategy?
Your rebranding isn’t something you have to go alone. Working with brand professionals can minimize your blind spots and optimize your outcomes. You can certainly map out your strategy but take it to the next level with expert input.
The New Year is the ideal time to identify:
A brand strategist to perform market research, revise your key demographics, design your new brand colors, logo, look, and feel.
A website developer and designer to visually redesign your website, as well as site navigation that improves the user experience.
Creative professionals to design a new business card, digital graphics, print materials, digital ads, and more.
Photographers and Videographer who can create supportive images, videos, and content to attract your ideal target audience.
Branding coaches who work with you one-on-one to create your strategy or bring your rebranding to life.
Refreshing your current email marketing funnels and creating new funnels for your target audience
And more!
Need Help Creating Your 2022 Branded Content?
If you need help mapping out, creating, and elevating your branded content—I’ve got you covered! My name is Mena Darré and I specialize in helping solopreneurs, creatives, and small business owners optimize their content. Content is essential for business success in the increasingly competitive digital space. I will work with you to create strategic photo and video content to help your establish your presence, build your platform, and generate consistent sales. Let’s get started!