A creative girl’s guide to knowing when it’s time to rebrand your biz.

 

 

I sat at the dining table, a coffee clasped between my sweaty hands. “It’s not you,” I told my brand, resisting the urge to bite my nails. “It’s me. I can’t do this anymore.”

Across from me, a notebook filled with shiny, new ideas revealed the truth: I’d fallen out of love with my brand.

 

Sound familiar?

Maybe you’ve had a lingering feeling of wrongness following you and your brand around. Or maybe you didn’t intend to fall out of love with your brand … but, somehow, without meaning to, the two of you just grew apart.

Like relationships – and that packet of peanut m&ms you’ve been hoarding in your pantry for a rainy day (No? Just me) – not all brands are built for the long-haul.

Here’s how to tell if yours is.

 

Six signs it’s time to break up with your brand

 

1. Your brand doesn’t bring you joy.

Be honest: Do you feel a tingle of pride, joy and excitement when you look at, or think about, your brand?

If it’s a “no”, do you know what pint-sized (and wholly adorable) Marie Kondo would say right now?

“If your brand isn’t bringing you joy, it’s time to thank it for its service and then, with love, let it go.”

How. Beautiful. Is. That.

(Can you tell I’ve been binge-watching “Tidying Up with Marie Kondo” lately on Netflix?)

 

2. Your brand doesn’t feel like you anymore.

With the passing of every day, both you and your business change. It’s natural. Organic. Wonderful. And as part of this process, you learn what works for both of you … and what doesn’t.

Which means when you first created your brand, it might have fit you like a silk glove. But as you, your needs, likes, desires and goals changed, your brand didn’t change with you.

Today, if it doesn’t feel like you and doesn’t reflect your values, style, philosophy and goals, then it might be time to break up.

 

3. Your brand doesn’t connect with your dream clients.

First and foremost, the purpose of your brand is to connect you with your dream customers. It should be designed to instantly appeal to them and make them stop what they’re doing and fall head over heels in love. Or, at least, give your biz a second glance.

But if those dream clients are different to the ones you first had in mind when you created your brand, or if you’ve received feedback that your dream clients are decidedly “meh” about your branding, then all signs point to banishing the branding, babe.

 

4. You’re finding it hard to stand out from your competitors.

Feel like a penguin at a black and white ball? I feel you, girl!

But if you’re struggling to get your business seen and adored, there’s a possibility it might be because your branding is, gulp, boring. Or dull. Or outdated.

(Don’t shoot the messenger!)

When your business and branding are aligned like a perfect lunar eclipse, magic truly does happen. You can feel it. It becomes easier than ever to attract your ideal customers and convert them.

Speaking of which …

 

5. Your sales have stalled or slid.

If you’re finding it harder than ever to convert browsers into buyers, it could be because your brand doesn’t appeal to them.

Your brand has a job: Give your customers a compelling reason to choose you.

Sure, your marketing, website design and copywriting will all impact this end goal too.

But your brand is woven through all of your customer touchpoints. If it’s not doing its job, it’ll bring your other customer interactions down with it.

 

6. It’s been at least five years since you’ve had a brand refresh.

Sign six is especially relevant if you’ve nodded along with the previous five signs.

I like to suggest reviewing your brand every few years to make sure it’s still aligned with your goals, personality and customers. As I mentioned earlier, we change. Our businesses change. And our branding should change with it.

 

Did all signs point to breaking up with your brand?

I’ve got a pint of ice-cream waiting for you, girl.

And … a solution.

Discover your brand muse and learn how to channel her creative force into your business. Take the quiz!