When a rebrand is in order (all the biggest signs)
I’ve mentioned that I’m here for all the “new year, new you” content. I get sucked into the YouTube algorithm vortex with zero need of convincing to click. Partly for the market research, but partly for the motivation.
But not because I think the new year signifies anything more than Jan 2 or Oct 5, or anywhere in between. (More of my thoughts on arbitrary milestones here.)
Or that I believe you “need” to change yourself at all, especially to fit other people’s narrow views of what’s “right.” Although I would argue, we all evolve and/or the world around us changes, so our relationship to it and the people in it are constantly in flux. (More ideas on committing to consistency amidst constant change here and giving yourself a label to prevent others from mislabeling you here.)
So, the golden question: how do I know if I need a rebrand?
The quick answer: when it just doesn’t feel, sound, look like you anymore.
The full answer…obviously more nuanced.
Here are a few signs:
- “We haven’t refreshed our mission and vision in decades.”
A friend of mine literally told me this the other day. Her boss threw her into a rebrand without any strategy to back it up or drive it forward. They’d already worked with a designer without giving him any breadcrumbs (let alone golden nuggets) to design around. And their mid-sized team hadn’t given any insight or buy-in either. (Luckily, we’re co-creating their collective new brand messaging strategy centered around their team’s values soon. And I can’t wait.) - “I’m launching a new website.”
Because your home turf on the interwebs NEEDS to represent your brand’s intention, while matching other people’s perception. And that aligns (or misaligns) most intensely on your website. - “I’m getting a new logo/visual identity.”
We often think that colors, fonts, logos, etc. make up a brand…but what do you tell the designer? What are they representing with their beautiful visuals? How do you know when they’ve nailed it? (Not rhetorical questions…the answers to those questions are what actually make up the brand. The visuals simply reflect it.) - “I’m hiring a copywriter.”
Or an OBM. Or a coach. Or a VA. Or a social media strategist. Or a salesperson. Or a customer experience pro. Or a community manager. Literally anyone. If what you’re bringing them on board to do doesn’t match what you already have going for you, it’s time to close that gap through values-aligned brand strategy. - “I’m having a bit of an identity crisis and feel like my values really aren’t reflected in my brand anymore.”
As CEO of your business, brand visionary, leader of your personal life, you need to feel a strong sense of alignment, pride (the good kind, not the arrogant kind), and purpose. And if anything about your marketing, operations, or other decision-making feels out of whack, you need to address that spidey-sense tingle ASAP. (More thoughts on reframing and auditing your own brand values here.)
On this topic of identity crisis, I couldn’t not snap a photo of this Tesla whose bumper sticker is hating on Elon Musk…looks like someone changed their values tune. ↴
All that said, a rebrand may also NOT be the vibe. At least not right now.
See below with Aldi making fun of Walmart’s recent barely perceptible logo refresh. ↴
I personally love Aldi (except all their plastic-wrapped produce…WHY!? 😩) and it was so on-brand for them to eschew a seemingly needless and very expensive rebrand. They’re all about the basics, the practical, the accessible, and the affordable. And their perfect-fit people are there for it too.
But if the time DOES feel right for a rebrand, you need to go in ready for some deep self-reflection. Ideally with some outside perspective and empathetic accountability too. (Ahem, those are my specialties.)
And when you do your rebrand, that brand messaging strategy is such a foundational piece of the puzzle.
Because your brand messaging gives direction. And clarity. And confidence to everyone involved.
Not just for you and your team (which is super important). But also to your audience, collaborators, and anyone you want to connect with.
⇒ Your brand messaging strategy reflects your biggest vision for your business and its potential for impact.
⇒ And your brand messaging guide maps it all out on [virtual] paper so that it’s there to reference when you, a team member, or a partner need it.
Brand messaging makes purposeful shifts easier.
And intentional decision-making faster.
And discernment between opportunities vs distractions clearer.
Because when whatever you’re creating or deciding around aligns with the 6 core elements I advocate for in a brand messaging strategy—brand statement, mission, values, audience, voice, and key differentiators—then you know you’re on the right track.
(Caveat: until very recently, I included “core messages” as part of my 6-element process instead of key differentiators. But in doing more brand messaging strategies and audits than I can count, I found that most people really struggle with articulating what makes them different from everyone else. And I found that my clients were getting lost in the pages of potential “core messages” I provided, rather than leveraging them in copy, content, and conversations like I intended. So I made a shift in my messaging strategy process.)
If you want more of all this goodness (the direction, the clarity, the confidence, the collective buy-in, the manageability, the roadmapping, etc.), then it’s time to either co-create or fine tune your values-aligned brand messaging strategy.
⇒ The best next step? Let’s chat via a free Alignment Call.
We’ll talk about where you’re coming from, where you’re headed, and how we can work together.
This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.
