You probably don't know it, but I rebranded in 2023. While it was the most straightforward decision I've ever made, it was challenging.
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Like switching from Kolschs to Sours, it was a little rough at first, but once you commit, going back is a hard swallow. Let me explain.
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Like Ken, I had a following from my previous business/career. All the brand-building and thought leadership I had been doing for years was in the career space. Thus, all of my followers knew me in this arena.
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So, as I contemplated switching to a new path, I began to wonder about things like:
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- Would I lose all of my followers?
- Is it worth rebranding at this point?
- Wouldn't I essentially be starting over?
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While the answer was, "I don't know, maybe," I knew I was unclear about my direction, which meant others would be too, so rather than take action right away, I sat on the decision like a barstool that was just too comfy to leave.
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If you're contemplating a rebrand, whether for your business or career, today we're tackling The Art of the Rebrand, so belly up and order up because here we go.
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How do you know when it's time to rebrand?
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Before discussing the specifics of rebranding, we must consider why we want to in the first place. After all, a rebrand is a big deal, especially for a solopreneur with a following. It's like wondering if your regulars will still show up when you change the bar's name. Here are three telltale signs it's time to rebrand.
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1 Your Brand No Longer Reflects Your Business
This was the case for me with CareerBrand. The business had evolved significantly since I first started. My services and target audience had changed and were no longer aligned with what CareerBrand represented.
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2 You Want to Expand
When you expand your products or services or move into new markets, your current brand may no longer work.
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3 You've Evolved:
As a solopreneur, your personal brand is wrapped around your business, so if you've changed your professional goals, a rebrand may be necessary.
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Regardless of the reason, before you decide to rebrand, it's essential to weigh the costs and potential disruptions against the benefits. Rebranding should align with your long-term business and personal goals.
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Once you've weighed your options and decided to proceed, you need a clear plan to guide you through the process.
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Making the transition. Things to consider.
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Rebranding can feel like you're leaving your life or an old friend behind, hence the hesitancy. So, let's roll up our sleeves and get dirty β martini style β as we dive into the nitty-gritty of transitioning to your new brand.
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Here are a few things to consider:
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1 Personal Brand vs. Business Brand
Separating your personal brand from your business brand can be trickier than deciding between shaken or stirred. Remember, it's all about finding the right mix that resonates with your audience.
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2 Evaluating Your Value Proposition and Goals
Take time to reassess your value proposition, goals, and services to ensure alignment between your new messaging and the needs of the new target audience.
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3 Understand Your Audience
I know it feels cliche, but you need to understand your new audience, which means researching the necessary ingredients for your marketing efforts.
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4 Update Your Messaging
Shifting from one industry to another, like spirits to cannabis, requires an entirely different approach to your messaging. You'll need your ingredients to craft a message that resonates.
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One key piece I'm glossing over a little here is the importance of your offer. Since rebranding feels like a new start, you want to make sure to assess your offer for relevance and clarity because it's easy for it to get mixed up in your head.
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The good news is it doesn't have to be difficult. In fact, a big "ah ha" moment for the 100+ clients I've helped over the years happens when we work on their offer as part of The Brand Messaging Systemβ’.
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The Brand Messaging Systemβ’ connects everything you need to make a successful transition, whether that's a rebrand, refresh, or you're just getting started.
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More than that, The Brand Messaging Systemβ’ helps you create a system that you can use repeatedly. Available as a 1:1 or community offering, if you're interested in learning more, reply to this email, and let's chat.
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Ok, back to the list.
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5 Migration Plan for Messaging
Depending on how soon you want to transition, your new messaging could be a gradual process or a quick shift based on your strategy and goals.
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6 Marketing Material Overhaul
A rebrand requires a complete audit and overhaul of existing marketing materials. If you have none, this is a quick audit, like a bartender's glance at your empty glass.
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7 Communicating the Change
When announcing changes, focus on the new value and solutions offered to the customers rather than just highlighting the change in branding or messaging.
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8 Consistency in New Direction
Sticking to your new brand message is like perfecting your signature cocktail β consistency is key. It's all about pouring confidence into your new concoction.
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And that, my friend, is how you should approach rebranding when you shift focus or direction. This applies whether you are a personal brand looking to focus on something new or a founder moving from one industry to another.
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