5 Signs it’s Time to Rebrand Your Small Business
If you’re struggling to stand out in a crowded market, feel you lack the tools to create great messaging, or the logo you started with isn’t aligned with where you are now, you’re not alone. We all start somewhere in our business journey, sometimes DIY’ing things, sometimes doing the best with the budget we have (read: Canva).
But once you’ve got some momentum, it might be time to take a second look at your branding and see if it’s powerful enough to propel you into the future and into the success you’ve been dreaming about. Your biz is Cinderella, and your brand should fit perfectly, like a glass slipper.
These are the five most common signs I see when talking to clients about their brand woes. Any one of them might be a red flag, but if you’re struggling with more than one, it might be time to call upon your Fairy Brandmother to get your biz ready for the royal ball.
1. Your branding no longer feels aligned with your biz goals.
Maybe you started with a free logo from your cousin who’s in design school. Maybe you created one yourself with AI or Canva. No shame – we all start somewhere! But along the way, you realized what you have no longer reflects your business’s personality, your vision, your goals; and it isn’t resonating with your target audience, either.
Maybe you’re targeting luxury clientele, and your brand doesn’t exactly exude ‘luxury.’ Maybe you’re an outdoorsy brand, but your logo feels like it was made in a cubicle. Or, your consulting business needs to come across authoritative, professional, and polished, and your logo is anything but. If so, it might be time to consider a brand glow-up.
2. Your logo is too complex or busy to use at small sizes.
We get it, Marc.
This is a big one. The number of heartbreaking logos trying to fit an entire, illustrated scene into an icon that will be seen at 20px high on a social media profile is one of the most common red flags I see. Your logo can’t, and shouldn’t, do all the work – that’s what your brand toolkit is for, boss!
The ‘ideal’ logo usually isn’t a single logo; rather, it’s a belt of tools you carry with you, and you deploy the right tool for each job. Social media icon? Check. Extended horizontal logo for the wide but short space on your website header? Check. Extra spirit marks for swag and social graphics? Check, check, check.
Even if you have just one main mark, its most important feature, other than being unique, should be that it reproduces well at very small sizes. Modern brands still live on billboards; but more often, they live in tiny circles on the interweb.
3. You're struggling to stand out in a crowded market.
Okay, I’m about to get real controversial (no hate mail pls). We ladies love a handwritten font. And I’m not throwing shade on them categorically, however, a lot of them are bad, and they show up in a lot of logos. To the point where a lot of my lady-led brands (and I really do love you) look spectacularly the same.
This is only a small example, but I do see a lot of brands that are struggling to showcase how unique they are to their target audience – and it’s not because they don’t have amazing products and services. Heck, your design kit might even be good – but if your competitor is running the same playbook, you’re not going to stand out and win the hearts of your dream clients.
Branding is primarily about differentiation! So if you’re looking at your competitive landscape and feeling like you just blend in, it might be time to make a bold move.
4. Your branding is inconsistent and/or lacks a strategic implementation plan.
I want you to know you’re talking to the QUEEN of shiny object syndrome. See a new font I love? The hottest color? Must. Have. And. Use. Immediately.
When it comes to branding, this is a bad idea (preaching to myself, here). Brands become strong over time through steadfast consistency and commitment to the wholistic vision. This means sticking to your color palette, type palette, illustrations and style with rigor.
Here’s the thing – when you start moving away from your brand plan and start tossing in whatever font you like on Wednesday, or Pantone’s color of the year, or an AI generated image that feels nothing like your brand’s personality, it just confuses your customers. It feels like your biz lacks internal unity and vision, and you lose authority.
But fear not – there’s no need to struggle. Every brand package I offer comes with a handy-dandy Brand Guide so that you always have a bird’s eye view of your brand toolkit, and you can deploy your visuals with confidence and consistency. 💪🏼
5. You don’t have a robust brand toolkit that equips you with everything you need.
I see it all the time – “can you make a logo for my business?” Yes! Would be honored to! Already excited!
But – when your customers interact with your brand content, most of the time, it’s actually not your logo. Your logo is the handshake that welcomes them into the wonderful universe that is your brand.
Once they’re inside, they’ll be seeing colors, fonts, patterns, illustrations, verbiage, icons, layouts, crazy cool graphics – all equally key players in creating a memorable and consistent experience for your customers. A lot of times, your brand bench simply isn’t deep enough to win big.
Is the logo the star? 100%. She needs to show up and show out. But a diva is nothing without her supporting cast. They make the entire show possible (and more enjoyable).
Every brand package I offer sets you up with a core set of essentials so you can show up in style, confidence, and consistent quality, and create a magical experience for your customers that leads to them loving you, and loving you all the way to the bank.
If any of these signs resonates with you, I’d love to help bring the magic to your brand. Send an owl and your Fairy Brandmother will magically appear in your inbox to learn all about your business goals and brand dreams.