When You Should Change Your Branding

Sometimes we out grow our branding and that's not a bad thing. There could be a number of reasons as to why you've outgrown your branding and need to change it up. And you'll realize that the more your business grows, and you make lots of changes, and start honing in on who your ideal customer or client is.

You improve your products or level up your services, refine your processes, make more money, and maybe hire some employees, you invest in new software, and better quality products or materials, and you take continuing ed courses, and so much more. You eventually realize that your DIY branding no longer represents your current business. It’s low quality. It’s grainy and you can’t remember where your other logo files are anymore (if you even have more than one), and your brand colors don’t vibe with what you’re going for. Or it was even done by a professional, but even still, it no longer represents your brand well.

Or, you're on the other end of the spectrum... You're not attracting your ideal clients whatsoever, or any clients at all for that matter. Business is slow, and people aren't sure who you serve, and you're using brand fonts and colors that don't accurately represent the feelings you want your branding to evoke in your ideal customers and clients. You are burnt out from working so much on your business and not seeing results that you just wanna give up entirely. Or your products aren't selling because your branding looks very homemade and DIY, but the quality of your products (or services) are five-star, but your branding doesn't relay that properly.

This is all totally normal and happens to a lot of businesses (even Starbucks, GAP, Harley Davidson, McDonalds, Old Spice and many more), and it’s okay to rebrand yourself. People think rebranding is a bad word. And it’s not! Rebranding doesn’t always mean you started with poor branding, although that is the case sometimes. But sometimes, you just outgrow your branding. You might have a strong sense of who your brand is, a professionally designed logo, some brand colors you once loved and they all resonated with your ideal customer.

But maybe you’ve made some major shifts in your business, you’ve grown, and you’ve realized that your business is now heading in a different direction— maybe one you never dreamed possible. And that’s okay. Sometimes, sticking with your old branding, out of the fear that you’ll lose business, will actually hurt your business more than rebranding. Let me show you what I mean…

Take my business for example. Thrive Design Co. Did you know that we were formerly Thrive Digital Marketing AVL? Yep! That’s us! 👋🏼 But we had to do a total rebrand. I was no longer loving the color palette I had chosen, although I did at first, like it. It wasn’t strategic or that thought out, I had too many bold colors, cheesy fonts, and it just simply didn’t look good on my old website, and it didn’t resonate with my ideal clients, especially those who followed Thrive on social media. I noticed a major drop in engagement when I had started using these old brand colors. It didn't resonate with my audience, and it eventually stopped resonating with me. I quit showing off my logo because I wasn’t in love with it at all. I felt like my branding didn’t at all represent my business well. And if you feel that way, listen to your gut. Here are all the things I changed…

My Business Name

So, I gave Thrive a major rebrand. Thrive Design Co. was formerly Thrive Digital Marketing AVL, as I mentioned. Why did we change our name? Well because…

✖ The name was way too long and it was kind of hard to design a logo that was aesthetically pleasing, and it also was a long domain name when it came to SEO on my website (hot tip: if you have a long domain name for your website, that hinders your SEO!)

✖ It was a mouthful to say since it was so long! In my head, it felt like it took forever to say out loud!

✖ People kept mistaking me with Thryv, the big corporate marketing agency

✖ It was annoying to type out that long of a name on all my marketing collateral, and it was often too long for some documents

✖ I had originally gone with this long name because I wanted to be absolutely certain that no one else had the same business name (I was terrified of accidentally stealing another business’s name when I first started!)

✖ This might be the most important reason of all… I changed my services and honed in on who my ideal client was. The entirety of my business. This is the next major change I had made in my business…

My Services

I no longer offered most of the old services that I did when I first started. When I first opened Thrive, I offered web design, website redesign and management, logo design, graphic design, Canva template design, email marketing services, social media setup and management, and a few other things that I can’t even remember now. I was trying to be everything to everyone because I was scared I wouldn’t have enough business. But the thing about trying to be everything to everyone? It kills your business. I spread myself too thin. I found myself coming up with more things to add to my list of services so that I could “increase my chances” of landing a client, but I was getting burnt out and frustrated trying to make sure I was the expert at everything. And let me tell you… If you haven’t faced it in your business yet, burnout is real.

By offering a laundry list of services, half of which I wasn’t truly passionate about, and some I wasn’t that amazing at (second hot tip: stick to what you’re great at and what you love, and dial that in). I finally told myself, something’s got to give. This is ridiculous. I can’t keep treading water and not gaining any traction. I was a little scared to trim down my offers, but guess what? I did it and it’s the best decision I could’ve made for my business, thus far. I went from this never-ending list of services, to now I only offer web design (new design, redesign & ongoing management) and branding (logo design and branding kits) services. And of course, I’ve got a few add-ons that I still offer to my clients. But I’ve narrowed it down to the two things that I’m passionate about, that I’m good at and only improving upon, and that are profitable. I wouldn’t have admitted it then, but I never had any traction in the social media management section of my business. Yep, that’s right. Nothing. I had a few people ask me about my SMM services, but they never made it past the estimate phase. So that helped me in confirming my decision to remove it from my services list.

To sum it all up— I no longer did a lot of the technical marketing services that I once offered. It dawned on me that I now only work in design. Website design. Branding design. Then, it all made sense… My business name means nothing, in fact, it’s almost misleading to a point. I definitely noticed business slowing down, and I knew that some of it was to blame on the fact that my name no longer suited my offers and was confusing potential clients (third hot tip: put genuine thought into what you name your business, make sure it’s relevant to your business and your offer(s), and make sure it’s available!). I knew I needed a name that more strongly represents what I do, and who Thrive is.

When I first started out, over a year ago, I was still new at graphic design and I made a quick and painfully not cute logo just to get something up, and it didn't last long at all, haha. Of course, as time goes on, on the designer end of everything- you become more experienced, more knowledgeable, all-around better at what you do. And on the business owner end of everything- you grow, you improve, you get more business, you make more money, all the things. I knew it was ready to rebrand Thrive Design Co and officially make it the business it was meant to be all along.

So to recap, here's everything I changed...

✔ My business name

✔ Refined my offers

✔ Overall level-up within the business itself

✔ Took a new direction

✔ Started focusing more on my ideal client, rather than proceeding in marketing my business without any strategy

These are all things to think about when you’re unsure of whether or not you need a re-brand. If you’re experiencing most or all of the things listed above in your own business, and you don’t decide to take action and rebrand, it could hinder the growth of your business, if you’re attracting the wrong types of customers or clients, you don’t look professional, or your old branding doesn’t match the experience you’re wanting to create for your ideal client. If you’re making positive changes in the right direction in your business, see it through to the whole extent. You’re ready for a rebrand. And I’m here to help. Have questions? Want to work with me on rebranding your business? Want clarity and direction? Book a free, 30-minute discovery call with me below, and let’s talk about to get your business where you want to be. I’m here to help you!

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