3 Questions to Ask Yourself if You Keep Rebranding
Rebranding is not something that should be taken lightly. There are a valid number of reasons to rebrand including your business evolving since you started it and you want it to reflect your growth. Maybe as you’ve evolved your services have changed. Maybe you’ve decided to go from service-based work to coaching. There are a lot of great reasons to consider rebranding your business.
But if you consistently keep changing up your branding it’s probably not helping your business. It’s more than likely a waste of time and money on your end, your customers or clients might be confused why you keep changing things up and it halts creating brand identity.
If you find yourself continuously rebranding, here are three important questions to ask yourself.
1 | Do you have clarity on what your Value Proposition Statement is?
Your Value Proposition Statement (VPS) is what shares the story of what you do, with the right people, the people who need to hear it. It lets them know WHY they need to be working with you. It clearly spells out exactly what you want to be known for and what you’re an expert at.
Having clarity around this will help you niche down so you’re seen as an expert. This allows you to start charging a premium price for your service and people will pay for it because you’re the expert.
Your business will inevitably evolve over time, no matter what because you’ll continue to grow as a person and as a business owner.
Once you’ve analyzed where all the crossovers are and where the passion lies, it’s time to write out your VPS. This will help you get clear on your branding so you can really start growing your business.
Ask yourself: What do you do, for whom, how, and the benefits that your clients will get as a result of working with you?
2 | Does your brand accurately convey how you want others to “feel” when they experience it?
A lot of people skip this part when they’re creating their brand because they think their brand is not about them, but infusing your own personal characteristics along with the work that lights you up more than anything is essential to defining your brand and how you attract clients.
In order to have a brand you love, you need to understand what you’re drawn to first. What style patterns do you prefer? What brand aesthetics do you gravitate towards? Do you want your brand to feel loud, bold, colorful?
Knowing what you want out of your brand and what attracts you to other people’s brands will be what attracts your own clients. When people see your brand you want them to feel something.
If you want an adventure brand don’t go for something cozy. You can’t be everything to everyone so it’s important to be clear on the feeling you want and portray that feeling to your ideal audience.
Ask yourself: If your brand could be a place, anywhere in the world, where would that be? What does it look like, smell like, feel like, taste like? This place should light you up and make you feel excited about your business!
3 | Have you created a Mood Board?
Your Mood Board will help you tie in the above two questions. It will help you decide if your brand is more like a minimalistic, white space feel versus a sun, sand, and salty beach day.
Mood boards help you translate your brand “vibe” into something that can be seen, tasted, smelled, heard, and felt by your audience. It brings people back to their annual beach weekend or their favorite corner to read a book in.
Mood boards are essential for ensuring that you’re getting the perfect vision of your brand. It depicts the look and feel of the brand.
While you’re creating your mood board, keep in mind that it’s primarily used for internal purposes. The images you pull to create your mood board can come from anywhere and are not meant to be used for your marketing (unless you obtain a license to use them). The idea is that anyone who plays a role in your business can look at the mood board and understand how things need to look, feel, and be designed.
The mood board is what casts the vision of the overall brand, and is what determines how you move forward with the rest of the branding process.