Pepsi's logo over the years
Pepsi's logo over the years Better Business Essentials

Three lessons learned from rebranding

LATE last year, both my solo business and my daughter turned 13.

Over the years, both had grown, matured and changed a lot. Their personalities, intelligence, strength and skills developed.

At age 13, the time had come for both to embrace a new style and adjust to a new way of approaching the world.

They each needed a new wardrobe, with clothes that fit and reflected their style.

For my business, this meant that stale ideas needed to be pruned from the offering. A new look needed to be trialled, with new colours and accessories.

When I started the business I had a logo designed and I loved it. I have been happy with it forever. But, all of a sudden, I felt the 'outfit' didn't fit anymore. It didn't reflect the character or essence of my business, or me. Like piggy-wiggy flannel onesies on a teenage girl, my logo just didn't suit me anymore.

I needed something that was going to project my future aspirations, something that would beckon the clients I hadn't found yet. Something age-appropriate.

So for the first time I worked through an extended branding and positioning process with a graphic designer I trusted.

I resisted all the urges to say that I loved my logo, and the colour, and the words.  Especially the words. I threw myself open to the opportunity to get another point of view.

What I found out was that proper brand and positioning analysis immediately connected me with my original purpose and passion - even some bits I'd forgotten about. I was deeply energised.

The three key things I learnt from rebranding were:

  •  All the information that you collect over the lifespan of your business needs to be captured and revised to reflect what your business is today. As founder of digital marketing business Traffika, Matt Forman, described in this blog on rebranding, this includes your purpose, vision, 'who you really are' and 'what makes you different'.  This should be an ongoing process of reflection as your business grows. What fun!
  • The process is incredibly motivating. Finding new ways to roll out the brand is so refreshing. Everything - everything - has to change. More fun!
  • A rebrand can generate an enormous amount of excitement and buzz in unexpected quarters if you let people know - even in a small email to say "Guess what?" A new client may not be astounded by a new look but an old client is likely to discover something new because you've asked them to look again. And excitement is contagious. Again, fun!

So the key word? FUN! It was thoroughly one of the most enjoyable experiences in my recent business development and the excitement is causing me to embrace new marketing technologies and ideas that I hadn't dreamed of before.

Connections are coming out of the woodwork and people are connecting with my message like never before.

And, like my daughter, showing off the new wardrobe is delicious! I'm ready to walk forward with the confidence that only the right look and message can give.

What did you learn from rebranding your business?

This article first appeared on Flying Solo, Australia's solo & micro business community.To read more from Jess Tyler and for small business support and advice, visit www.flyingsolo.com.au



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