If you’re like most businesses, 2020 was a unique experience – good for some, bad for many. I realized that I could no longer work in my “business as usual” mode; it was time for rebranding. I spent a lot of time on this and I’m proud to show off my new “brand look” on Instagram; if you’ve not yet seen it, please take a look (and let me know what you think!).
How do you know it’s time for a brand refresh?
There are many articles available, telling you how you know it’s time for a brand refresh; most of them have to do with issues like a brand’s reputation, the age of the brand, the brand’s “look,” a change in ownership or direction, etc.
For me, it was clear that it was time for a brand refresh because the world changed. All previous bets are off, in the COVID-19 and post-pandemic reality.
When the world shifts, it’s important that your business shift with it – even if it’s just a small change, to acknowledge that, globally, we’ve moved to a new paradigm.
If your business has weathered the storm without changing at all – that’s wonderful! For the vast majority of us, however, much has changed. A brand refresh (or rehaul, if necessary) ensures we stay relevant in the days, months, and years to come.
I’m not going to go into the details of how to rebrand since there are many companies that do this exclusively. What’s most important is that you understand:
- Why you’re doing it
- Where you do it
- How you do it
I started small – on Instagram
My business, Two Beagles, isn’t a household name (yet!) and, like other small to mid-size businesses, my brand refresh was a small part of my overall marketing work. I decided to start small – with my Instagram account, so I turned to an expert in this area, Kat Coroy, taking her extensive 6-week online course to help me define and design my “brand soul essence.”
The reasons I started on Instagram are many – the most important of which, as I always tell my clients – is that my audience is there. I work with mostly B2B clients so you may be thinking, “why didn’t she focus on LinkedIn?” But I thought about where my market “lives” and realized that, like me, many of them choose to be on Instagram for personal reasons or, if they’re Millennials, to promote what they do.
And the rebrand there was a test, too. I always tell my clients it’s important to test new ideas and I practice what I preach. Once established on Instagram, my new “brand look” will expand to my other channels, including LinkedIn and my website, so that the new brand is consistent.
Are you willing to make the investment?
One of my priorities lately has been to invest in myself. After all, if I’m not worth an investment, how can I expect my clients to invest in my work? I decided that my brand was worth it – so I took the plunge.
What does that mean? For me, it meant scheduling a professional shoot, working with a great photographer. Working in marketing for years, I’ve learned that you often “get what you pay for” when it comes to vendors. So I hired an amazing photographer and I got what I expected – amazing results.
If you’re not willing to make an investment in yourself or your business, don’t bother rebranding. It takes time and resources. If you believe you and your business are worth it, then go for it!
How do you want to begin?
I did this myself for a number of reasons – the biggest being I wanted to learn new skills on Instagram (always be learning!) and to really take the time to discover what I want to be my new brand look and feel. I do marketing for a living so it made sense to take charge of this myself!
Think about your own business. Have you pivoted? Does your current brand look, feel, and messaging resonate in a pandemic (and post-pandemic) environment? What are your new messaging and communications going to look like?
If you’re not yet sure, I can work with you on this. And, as I did, you can start with baby steps, on Instagram or another social channel, and then expand from there, based on success and learnings.
I’m happy to help you or your organization through this process, having done it myself. Let me know if you’d like to talk about it, just to learn more.