Does rebranding mean losing your current audience?

Does rebranding mean you have to ‘break up’ with your current audience?

You probably know by now that branding is about more than just a logo and a colour palette!

It’s more about designing the future of your business.

A rebrand can look very different from one business to the next.

  • Maybe your services and pricing will change.
  • Maybe you change your marketing.
  • But it should NOT be just a new logo!

When you look to the future of your business, you can be as ambitious as you like, but you must be intentional. Will you aim to increase your revenue? Will you look at achieving a greater work – life balance? Do you wish to work less and earn more? (Errr, yes please!)

Planning and implementing a rebrand strategy is something I work on often with my clients and the same assumption often comes up ALL-THE-TIME.

Very often, service based businesses rebrand and change strategy they worry that they’ll lose their current audience. We worry that we’ll leave behind the people who helped us get where we are today. Clients, followers, subscribers… Everyone we’ve worked so hard to attract.

But that’s an assumption and not a fact! Assumptions can be dangerous if they go unchallenged. Especially if you are about to invest a lot of time and money in a rebrand.

This assumption can come from the fact that we are encouraged to be very specific about our ideal client. But!!!!! Your past clients, followers, subscribers are human beings who have the potential to change. Maybe they’re ready to come with you as you move towards the future of your business.

Maybe the ideal client for the future of your business are the same human beings you already serve. Because of your work together or your content, or advice, they’ve grown and evolved. It won’t be true for everyone in your audience but I’d like you to challenge the fact that the ideal client in the future of your business is a different person.

For example…

A business coach who worked with new freelancers and business owners moves on to work with more established businesses. Maybe your original ideal clients have grown to the point where they’ll need this new offering / can afford the new price. person.

or…

A life coach who worked with people at the very beginning of their personal development journey, maybe they are now ready to take on different challenges.

Challenge your assumptions

While your ‘ideal client’ might change with your rebrand, it doesn’t mean you have to start from scratch with your network and your audience.

Always stay in touch with your audience to know that you’re still relevant and how you’re helping them to grow and evolve.

This article is part of a little series on rebranding

IN THIS SERIES 

Your strategy – How and why you show up

Your ideal clients – Who you’re showing up for 

Your approach – How you implement your rebrand and create a scope of work for your designer

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