Know When to Rebrand Your Business
For those of you who have been in business for a while, has your taste changed? Has your style changed? It’s ok if it has, it is perfectly normal. In fact, if nothing has changed since a few years ago, then there’s a problem and you might want to step back and evaluate your business.
Being in business for so many years, I rebranded a few times. This is necessary for any business to do every few years in order to keep up with your ever-growing business. Here are 9 signs to let you know when you need to rebrand. I am using my own wedding business as an example but the 9 points very well apply to other business sectors too!
1. You’re Not Attracting Your Ideal Clients
The style of weddings that I wanted to attract was a very natural and organic style. Weddings with lush greenery and floral styles that were asymmetric and garden-like. No matter what, the brides that were sending in their inquiries weren’t the brides who were looking for that style. They brides that were coming through only wanted ugly chair covers, bows and roses because they were the only things that could fit into their small budget.
Do you know what my problem was? My logo at the time was a dated and bulky damask logo, my website had a black background and the photos in my gallery showcased weddings with chair covers and plain old rose bouquets. Of course, I wasn’t getting those gardens-natural-organic style brides to come to me. Nothing I had in my branding or website appealed to their style and vision for their wedding. Has your taste and style changed since you started your wedding business? If it has, it’s time to rebrand your business.
2. You Want to Raise Your Prices
It’s great you want to raise your prices! I often see business owners work their bums off and undercharge for their services! Going higher end does come with a price and a certain image you want to portray. Does your brand image speak to those higher-end clienteles? Your gallery images, colors and even fonts, play a big role in shaping your image and the type of clientele. You can have great visuals in the gallery of your work, but do your colors and fonts support the overall theme of luxury and class?
3. Business Name or Ownership Change
In the wedding industry, it’s not uncommon to have a change of ownership, especially for reception venues. If you’ve acquired a new space or changed the name of your venue to one that’s more in line with your offerings, it’s time to rebrand. Time to relaunch your venue and tell the world that things are getting a makeover around here. It’s time to let your local wedding industry know what they can expect from you moving forward and the type of events that are about to come down.
4. Your Need to Refocus Your Business
Have you gotten side-tracked, started to offer too much in your business or spreading yourselves too thin? Do you need to refocus your business to what you had originally started out to be? I started in the wedding industry designing wedding invitations for couples. I started doing candy bars and then I stocked up on some decor items and eventually needed a 2600 square foot warehouse PLUS! I began working with fresh flowers. It was great for brides who wanted a one-stop. But the thing is that I did too much, I stretched myself thin into too many different areas and couldn’t focus on marketing ONE service well. Sometimes I’d get brides who only wanted invitations, some wanted only a candy bar, and sometimes they only wanted chair covers and sashes. I never had ‘enough’ invitation clients or candy bar orders that I was able to purchase materials in bulk, so the materials cost me more than they should have, which was not profitable.
When I launched my business rebrand, I focused on one main service. Flowers. The other services were add-on’s. I only offered those services if clients had a floral design contract with me. This ensured that I wasn’t travelling to setup only a few candy jars, this ensured I wasn’t getting out of my house just to deliver some wedding place cards to the venue. I provided those services only when I was already at the venue setting up floral arrangements and installations.
I made sure it was clear on my website that I ONLY offer the other services to my floral design clients. That weaved out the ones who weren’t interested in booking flowers with me. This is also communicated to all the wedding planner who were referring clients to me for non-floral items. It was difficult at first, seeing all these jobs slip away, but it became more profitable in the long run, and definitely not long after I had made the switch
5. Your Feel Stuck, Unmotivated and Not Growing
Have you reached out to a vendor or even a telephone agent or a certain internet company and all you get is an attitude and unenthusiastic customer service? Every time I come across someone who just don’t seem motivate to help, I think to myself “wow they must not like their job”. When you’re an owner of a business and you come in direct contact with your customers, how do you treat them? Do you genuinely want to help them or do you feel that it’s a daunting task? Are you excited when you get on a consult call with a potential bride to tell them all that your company can do for them? When you’re passionate about your work, it will manifest through your words and actions. When clients see that you genuinely love what you do, it will naturally attract them to work with you.
If you feel stuck and unmotivated, you should evaluate where your business is at now. Rebrand your business so that you are excited to work in your business. Make some changes to your offerings so that you are proud to do what you do. Before I rebranded, I certainly was not enthusiastic about putting on those hideous chair covers and tying on the sashes. I also hated putting ugly tulle and fake flowers on round arches. By the time I finished setting up the wedding, I didn’t even feel proud of my work. The type of weddings I loved to design were ones that had beautiful wooden barn chairs, lush greenery and flowers, not fake flowers from the dollar store or outdated tulle from my aunt’s basement she kept from her wedding.
6. A Negative Image Your Want to Leave Behind
Are you not so proud of the way you conducted business in the earlier days and words have spread like wildfire? Do you want to tell your potential brides that you have changed and you do genuinely want to help them? New name, new look, new you. Sometimes it’s just necessary to start all over again and leave the negative things behind. Reshape your brand so that you can gain control of your image again. A positive image. Did you know Uber had to rebrand due to negative image on their small start up? McDonald’s also had to rebrand after the documentary “Super Size Me”, which made their sales drift. Google them up.
7. The Market Had Evolved
Well! Don’t we all know about this right now at this very moment! If you’re reading this during the covid-19 pandemic, you know exactly what I’m talking about. Have you pivoted your wedding business to fit the current state of the wedding market? Are you a wedding planning who is now specializing in micro and intimate weddings or elopements? In this case you might not need a complete refresh of your brand, but it’s definitely worth mentioning. You might have developed a “sister” company to meet the current market needs. Your sister company needs its own brand and voice too! For other more permanent market evolutions, it only make sense to refresh your brand completely to reflect your new offerings.
8. You Don’t Stand Our Enough
Take a look at your brand and image. Take a look at your competitors’ brand and image. Is your brand similar to the others around you? Do you blend in or stand out? It is very important to find a way to differentiate yourself from the market. But keep in mind that you should not pretend to be someone you’re not, be genuine. What are you unique selling points? Are there products you sell that your competitors do not? When I first started selling preserved flower bouquets, I was the first to create bouquets with eternal roses. Other competitors still put them in boxes and called it a product. What is a service or product that you can level up so that you stand out among your competitors? Tell your clients why you’re different.
9. You’ve Expanded Beyond Your Original Location
Some business names involve a location. A DJ with the name “Your Wedding DJ San Francisco” maybe be a good idea if you’re just starting out and want to focus on getting the word out to local clients. But as you start to expand your business, you might be traveling for some gigs. Even if you’re not yet traveling beyond San Francisco, it’s a good idea to exclude a location so that opens up more opportunities. You don’t want your name to give the impression that you’re limited to your area.
Do any of these points speak to you and your current brand? Do you need to rebrand your business so that you can bring in more of your ideal clients? If you’re ready to give your business a complete refresh, slip into my email and tell me about your business. I want to know you more so that I can help you level up your business.