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The Elements of a Successful Rebrand

| July 22nd, 2015 | 5 comments

Let’s talk about how you’ve changed. How you’ve grown and evolved and are no longer the same person you were yesterday. Let’s talk about how when you go to your website and see your digital brand it makes you feel a little dead inside. It doesn’t have the zest it once did for you. It doesn’t inspire you. More than that, it no longer represents you.

That’s what happened to me. I discovered a different niche. I got really clear on my why and what and more than that – the WHO (your brand ultimately, isn’t for you, it’s for your audience) and I changed things up.

If you’re thinking of rebranding – here are three elements of a successful rebrand:

1. You’re clear about where you are going. You don’t want to rebrand again six months from now when you’ve shifted directions. Your rebrand should feel like a stretch for you – that way it will fit much better as you grow. In short, your rebrand should be symbolic of where you want to be in the next 3-5 years.

2. You create your brand with your target audience in mind. As I’ve said in past posts – the niche is key. While your brand should be authentic to who you are and what you provide – it’s not for you – it’s a tool to attract your target audience.

3. While your brand isn’t FOR you – it should serve you. Your brand positioning should inspire you and move you into your vision every single day. It should be a reminder of where you’re going and of who you are – not only externally and in the world – but for yourself and your team.

Here are some quick tips of what to remember during a rebrand:

1. It’s all about the journey – it gets a little icky in the middle. You’ve already established something and the process of clearing and articulating its next phase can be painful, confusing and frustrating. This is normal and all part of the process.

2. Remember to rebrand all your social media, business cards, e-newsletters etc. Make sure all of your digital and marketing assets assume your new identity.

3. Sometimes you just need a refresh – a new spin on a dated look – and sometimes you just need the whole thing created anew. Know where you’re at.

and finally: welcome to our rebrand:

New website forthcoming!

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