Branding is so much more than your logo or company name. It’s your complete brand message. It’s how the world perceives you. When your business doesn’t have branding it struggles to communicate its core values to its potential customers. Often times businesses start with branding and then evolve and grow and lose touch with their previous branding. So how do you know if you are in need of new branding to effectively communicate to and gain a tribe of loyal followers?
Your business’s goals or offerings have evolved
Change in business is inevitable. Maybe you are trying to reach more high-end customers or you have added additional services to your packages. When your business’s vision changes but the branding hasn’t evolved with it, it can be confusing for your audience. Refreshing your branding helps communicate the new direction of your business with clarity.
You aren’t standing out from the competition
Branding can be a really big investment. I see a lot of new business and entrepreneurs turning to pre-made logos and templates for an economical branding solution. While there are tons of great pre-made logos out there they can become a branding bandaid. Premade logos and branding can leave your brand unmemorable or even worse, too similar to your competitors.
If you find that you aren’t standing out from the competition and you’re in a position to invest in your business, it’s time for a rebrand.
Opting for custom branding ensures that you stand out from your competition and that you communicate your brand’s unique personality and values clearly and effectively.
You aren’t attracting your ideal client
If you are trying to attract everyone, you’re ultimately attracting no one. Your branding should convey your values and your personality and help you connect with, inspire, and speak directly to your ideal client.
One of the biggest ways I see business not connecting with their ideal client is not accurately portraying their worth. Your branding should convey your quality, unique value, and your trustworthiness. When your branding effectively communicates your worth and trustworthiness, customers are more willing to pay more. And who doesn’t like that!
Sales have come to a standstill
More than just branding could be attributed to sales coming to a standstill, Resolving this problem may take some detective work. For many people, it’s that they simply aren’t marketing their business or showing up in search engines. If you notice that you are getting lots of views but they aren’t converting, your message is probably unclear. It could be that your copy is confusing, your site is hard to navigate, or that your branding is outdated and doesn’t speak to your ideal customer.