It’s not surprising that a lot of people are considering a rebrand at the moment. If we define “brand” as who you serve and how you show up for them then it’s almost inevitable that now, (after all that’s been happening) you’d want to reconsider how you’re showing up for the people you wish to serve.
The world is a changed place.
People’s needs have changed.
Maybe your needs, ambitions and even your values have changed too.
When you get the feeling that you need to rebrand, there are a few key things to consider before getting near logos, colour palettes and fonts.
IN THIS SERIES WE’LL LOOK AT:
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
In this article the focus is on Strategy. Your strategy should be clearly defined so that your message, your vision and your positioning are all crystal clear and actually make sense to you and to your audience.
STRATEGY: Where are you going with this business?
If you’re feeling the itch to rebrand, you’ve reached a fork in the road. It’s time to recognise this. Take a breath and consider your path.
Consider the work that you’re doing today. Do you still want to be working in this way 12 months from now? How about 5 years from now?
- Will you be working with a team then?
- Will you be independent?
- Will your service be different then?
- Will the way you deliver your service be different?
- Will you be serving the same people?
- Will your days look different then? If so, how?
- Will your income be different?
- What else will change?
Maybe it’s clear as day to you. Maybe you need to think about it for a while. It’s all good. It doesn’t have to be a light bulb moment. Simply being aware of the fact that paths are available to you is enough to get started.
I recently did this work for myself around the time of my 40th birthday. I looked at my business and considered, what’s next? Is this what I really want? And do I really want to be working in this exact same way at 45? What will my life look like then?
Visualising this, really putting my work in context of my life and my temperament, really helped me to get clarity. With the help of my coach I started working on a strategy for myself. This clarity helped me to explore my options.
Really making a decision on which path to choose took time for me. And then implementing, taking action took longer.
It’s normal to want to avoid challenges and change and risk! I took my time. Took baby steps (like really, really small steps) but I’m on the path now. And I know I’ve made a decision that future Claire will be happy about.
Stay tuned for part 2 in the Rebranding series where we’ll look at connecting with your ideal client as part of your rebrand process.
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