How to Rebrand Your Business When You've Evolved: Tips for Small Businesses

How to Rebrand Your Business When You've Evolved: Tips for Small Businesses

Your small business is constantly evolving, and with that evolution comes changes in your branding. Maybe you started as just a coffee shop, but your homemade pastries are what took off. Or perhaps your yoga studio has expanded to offer more than just yoga. If your business and ideas have shifted since you first started, it's time to update your branding to show customers where you're heading. A rebrand can effectively communicate these new offerings and ambitions to current consumers and help to attract potential future investors.

The top six reasons to rebrand or reinvent your brand as a small business.

man standing beside table while holding food

1. You've switched up your offering.

Consider this: You began as a private caterer and now provide weekly meal delivery. Perhaps you started your company to sell apparel and accessories and then added fashionable footwear to your line. Or, maybe you're an entrepreneur whose firm initially offered a seasonal service, but now you're prosperous and open all year. If your existing branding restricts your small yet established business (just like it does for small businesses across the UK), it may be time to update. It's time to think about your target audience, colour palette, logo, and overall visual identity.

man reading magazine

2. Your business idea took off, and now you want your business to be "evergreen".

If you've come up with a promising business concept, how can you expand it to be relevant for eternity? To develop an indelible image of your small company, use your branding.

Maybe you took your culinary talents and launched a bespoke baking company in the run-up to Christmas... your hard work paid off - you're a success, your sales went through the roof, money came flooding in, and you want to keep it going. What else can you cook and sell, what other services can you offer, and how can your branding reflect this? A brand overhaul may help you transform your timely business into something that will endure for all eternity.

black iPad displaying color gradient

3. Your logo is outdated and no longer meets the market expectations.

Your logo should be a graphic depiction of what your business does. It should be simple enough to be identified for your business easily (Think the iconic coca-cola logo). If the nature of your goods or services has altered, you might need to update your company brand. Aside from the fact that your actual commercial products and services are changing, trends also shift. Trends that you or your original designer drew inspiration from when creating your logo might no longer be "trendy". If you first opened your doors ten years ago, your logo was most likely contemporary and represented your personal and commercial style at the time. But now, maybe the colour palette, typeface, or design feels a bit outdated. Consider updating your brand image with a new logo that embraces current design trends.

4. Your branding doesn’t stand out amongst the competition.

Your brand is usually a potential consumer's first visual perception of your small firm; therefore, you need to stand out. Perhaps you were inspired by one of your favourite companies during the process of developing your own brand identity during your research stage. Maybe you even recycled aspects of their successful elements to use within your brand. While it's fantastic to draw inspiration from companies you admire and respect, you must ensure that you are distinct enough to stand out. If you're worried that your logo or typeface resembles another firm's (particularly one in the same line of work as yours), it's probably time to reconsider. A refresh should be on the table to stand out within your industry, ensuring your marketing efforts resonate with your employees, consumers, and other stakeholders.

people queuing beside Louis Vuitton store

5. You're having a hard time attracting new consumers.

Your brand may appear stale or outdated if you provide the same services and products to the same people. Even if you have been adjusting to meet the demands of new consumers, your branding might not reflect this.

It's tempting to maintain your existing clientele. However, if you don't update, you won't be able to attract new consumers — especially if your services have evolved and you have a chance to connect with and support new first-time customers. It would be best to determine your current brand's integrity, as it's essential to keep this in mind when updating your logo. After all, you don't want your existing customers to forget about you and where they can find you.

green and yellow map

6. Your business now operates in different geographical areas.

Have you considered the possibility that a viral Instagram post created a demand for your product beyond your local farmers' market? Have you extended your delivery area since your restaurant began offering takeout? Perhaps a recently launched e-commerce experience has made it simpler for customers to buy from all over the world?

Take a step back and evaluate your branding from a bigger lens if your audience has expanded (congratulations!). Consider how your brand is interpreted, whether in a neighbouring region or another country. Do you need to target your advertising to specific regional areas? Do you need to consider multi-language formats for your packaging? Is your website set up for multiple languages, and can you accept different currencies? It's all things to think about.

Unsure if you are due a brand refresh? Follow these steps below, and we will help map out your path.

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Is it time to refresh?

In some situations, a total rebrand may not be necessary. A brand refresh allows you to change the design of your style and website without requiring a complete rebranding. Consider updating the typeface and colours of your logo or changing your tagline to something more current. You'll make your brand more appealing to a larger audience by updating it. Brand refreshes can also be simple and inexpensive because you won't need to alter any fundamental messaging.

Or time to rebrand?

It may feel as though rebrands are only for the larger firms with a long history in their industry. However, this isn't the case; we all expand and change over time. Updating your brand is an easy method to keep your visual identity consistent as you develop and grow your business.

You've decided that your company requires a rebrand. It's critical to note that this is more than just a logo makeover. Take advantage of the situation and realign your focus, mission statement, and core values. Consider writing a new tagline or phrase for your business. Choose colours that comply with WCAG standards so you can use them across your printed and electronic mediums, and last but not least (this is important), keep your employees in the loop with your journey. Don't forget to include a rebrand launch event in the city where you do business. These are effective methods for getting your new, improved branding out to current and potential consumers.

It's now time to shout about it, regardless of your choice.

A rebrand is important in showing your current and potential customers that your small business is evolving. It's essential to get your new brand identity out to the world, so make sure you take the necessary steps. Start by updating your website, social media profiles, and other online platforms where you're actively promoting your business. You may also want to consider investing in some print materials (like a new business card design) or a short commercial video highlighting what makes your small business unique. Whatever route you choose, make sure you're putting your best foot forward with a fresh and updated brand identity. Ready to start? Let us know how we can help!


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