Things look a little bit different around here. That’s because I rebranded! Small updates that add a new level of subtlety and depth to my branding that I felt were necessary. So, I thought I’d use this opportunity to clarify how a business knows when it’s time to refresh its branding.
A rebrand stems from change - a change that has occurred in your business, or a change that you want to occur.
Here are some signs to look for that will help you make this decision.
1. CHANGE IN PRODUCT/SERVICE
Do your customers/clients know what you offer - or are they confused and unclear? Or maybe you’re changing your services or adding a new product line. When these major shifts happen within a business, it’s important to make sure the company branding and messaging is still cohesive, effective at targeting the right people, and conveys the overall brand mission clearly.
In my case, I rebranded to niche down from designing any project to focusing on my unique area of strength - branding.
I found that a lot of clients were coming to me for projects without having proper branding in place - making each asset take longer than if we had done a branding phase first. And, even more worryingly, the next project handled by a different designer would end up looking completely different as she came up with her own branding for her project. This results in the poor client paying for extra work each time he hires a designer, and assets that are confusing and not visually cohesive.
So, I’m here to put a stop to this. Create a solid branding system and you will save both time and money down the line, as well as improve clarity and customer retention. 
2. CHANGE IN TARGET AUDIENCE
Are you attracting the type of customers/clients that you want to do business with? If your branding is off, then you might be giving off the wrong message which is sending the wrong type of customers your way.
If you want to work with different types of clients or attract different types of customers, then you’ll need to update your branding and messaging to reflect that vision.
In my case, I rebranded to niche down from “anyone who needs design” to mission-driven, passionate small-business owners. That doesn’t mean I won’t design on other projects that excite me. Rather, I’m primarily focusing my messaging on targeting those types of projects that fire me up and for clients who my unique skill set can provide additional value to.
3. CHANGE IN PRICING
Do these sound familiar: “I wouldn’t pay that much for this” or “you charge too much”?
These are signs that either: a) you really are charging too much, or, more likely, b) your branding (and messaging) isn’t properly conveying the value your customers/clients will receive from purchasing/working with you.
Is your branding setting the right customer expectations to your customer journey and experience? Is it communicating the quality of your product and the way their life will be improved by working with you? And, is it conveying the right vibe that customers can expect from your company?
This is why I changed my brand colors and body font. The previous ones were loud and vibrant, which was a good representation of where I was in my design journey at that time. But, at this point in time, my design style has matured into a more sophisticated, minimalist style that doesn’t need to shout to be heard. And this sophistication and level of experience is what clients can expect to receive when working with me.
4. CHANGE IN MESSAGING/VIBE
Is your branding outdated? Does it reflect the quality of your product and maturity of your business, or is it embarrassing each time a client asks you to send them your website link?
If you don’t feel proud of your branding, like it truly represents who you are and what you stand for, then there’s something wrong. This is YOUR company - representing your vision, dreams, hard work and impact on the world - and it needs to be something that you are proud of.
In my case, I tweaked the headline font in my branding to be more uniquely “me” - a bold sans serif font with a bit of quirk, representing my personal design style of modern, typography-based designs.
There’s a lot to consider thoughtfully before rebranding - making sure you’re not just doing it because you’re bored, but, rather, for a solid, logical reason. If you’re unsure - reach out to a professional and talk it through before making any decisions. An outsider who is also a specialist in branding will bring a fresh perspective to your thinking and help you examine all angles thoroughly.