3 Essential Questions to Ask Before You Rebrand Your Small Business

Jan 9, 2014

3 Essential Questions to Ask Before You Rebrand Your Small Business

Maybe you are considering a rebranding for your own small business. Although rebranding can be timely and expensive, it doesn’t have to be confusing. We learned a lot on our journey to becoming Local Fresh and we thought it would be best to share our fresh insights with you.

There are 3 important questions to ask before you rebrand your small company.

1. What is my motivation for rebranding my business?

Always be clear about the why. It is essential you know why you are rebranding. If it is because you are bored with your current brand colors, or you want to look shiny and new, you could be heading down a dead end street.

The starting place should always be your motivations. Some rebranding focuses are motivated by personal choices, but the majority spring from the business lay of the land. Look at your competition and where you stand in the marketplace. Always think about your patients or customer’s needs and desires before you rebrand.

The most important motivators for a rebrand are those driven by your customers.

Here are some positive outcomes of a successful rebranding launch:

  • Shifting public attention away from a situation, event or negative perception related with your own business.
  • Opportunity to grow into fresh new markets and expand your current customer base.
  • Relate better to your audience by improved offerings and services.
  • Stand apart from competition because parity leads to market saturation, frustration and lack of motivation to buy.

With these ideas in mind, consider if rebranding is really the best option for your small business. Before chucking your logo and spending money on a new website design and updated content, it’s critical to ask yourself whether or not a rebrand is actually the best choice for you.

2. Will I be able to stick to a plan and timeline?

If you aren’t focused, rebranding your small business can become expensive and time consuming. In order to avoid unnecessary mistakes treat your rebrand process like a project. Being a good project manager will help you reach optimal results when transiting your small business. Having a timeline can help you meet mini goals along the path to the bigger ones.

Start with the big picture in mind, and then work backwards. Allow yourself ample time to plan for the unexpected. If you don’t allow enough time you could make costly mistakes and dilute your business results. But when you focus on the why you are rebranding, and let that drive you forward, you could turn your company around.

3. Have I addressed my rebrand strategy from every angle?

Going head first into a rebrand can cause some major damage to your reputation and company. Instead of diving in, it is essential you stick to your plan and look at it from every angel. Think about common pitfalls and make sure you don’t fall into them.

Here are some common pitfalls that come with rebranding your small business:

*Thinking the logo, stationery or corporate colors are the brand. Brands are much more detailed than the logo for your practice. In fact, your brand is everything about you. The cloths you wear when you meet with clients, the way your office feels and smells to the quality feel and look. Customer care, all printed communication and the tone and voice of your communication is key. Think about your brand as every touch point of the consumer. And make sure you are ready and prepared to rebrand all of them.

*Refusing to contract or hire a branding firm with industry experience. Trying to rebrand on your own could become a living nightmare. The time alone it takes to rebrand your practice can result in many mistakes if you are not careful. It is best to hire a firm such as Local Fresh to help handle he details of the transition. Hiring an agency to give your perspective and guidance will be a smart move for your rebranding process.

*Not leveraging existing brand at all or your current goodwill. Don’t ignore your current customer base. Many companies focus on the future durring a rebranding process and they skip over the loyal peope who helped build their current company. It is important to pay attention and leverage these key customers. They are your brand avocates and supporting them will help you reach your rebranding goals faster.

The reality is your customers might be unsure about what your transition means for them. Keeping communication open throughout the entire process is important. The best way to address any current client concerns is to continue to deliver outstanding results. You built your company on your core principals and values so being transparent and carrying those values forward will help you. If you have more questions about rebranding your small business, contact Local Fresh Marketing.