How to Rebrand Your Business Without Breaking the Bank | SMB Forum by Web.com
Has your company been around a while? Does it feel stale and out-of-date? While a major rebrand – new name, logo, visual identity, product and service mix, website experience – can cost a fortune, a facelift is much easier to carry out – and affor
Why rebrand anyway?
There are three basic reasons:
- Your company has evolved.
- You need to better differentiate yourself from competitors.
- The market has changed.
A rebrand is not a panacea
If you have lost the trust of your clients and sales have fallen dramatically, the problem could be a large and fundamental one that cannot be easily fixed.
A rebrand, if done right, will help your company tremendously. Your clients will better understand who you are, what you do, and what you stand for. It’ll be easier for them to say “yes” to you.
Here’s how to rebrand your business in four steps – and without breaking the bank:
Get your employees on board first
Your team has to be fully on board and invested in the new brand. Explain why you’re making the change. Involve them in the rebranding process. Ask for their feedback, ideas, and help as you make the transition.
Do a light facelift of your website
If your company has been around a while, your website is probably out of date. Because your brand is about the experience people have with your company, you want their experience on your website to be top-notch.
Work with your website designer and developer to update your website. Consider redoing your home page so your value proposition is front and center and your top products and services are highlighted. Remove Web pages people don’t visit (check your analytics), and strip out extraneous and distracting elements so each page is clean and focused on one message.
Focus your attention on your core competencies
A big reason small businesses rebrand is because their product and service offerings have changed, either as the company has evolved or the market has changed. Generally speaking, this shift means you are much more focused on your core competencies, and that’s a very good thing when it comes to communicating who you are.
Overhaul your main messaging
If your rebrand is more about differentiating yourself from competitors, many times it’s just your main messaging that has to be updated. Write a value proposition for each product and service. Ask yourself:
- Why did you create this product or service?
- What value does it provide?
Refine that message, and you will stand apart.
Are you considering a rebrand? Why? What are your goals?
Photo by Jay Wennington on Unsplash
Author information
Monika Jansen
Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at www.jansencomm.com.
