Rebrand & Rebirth
Image Credit: Yang Zi for the Coach 2021 ‘Coach It Forward’ Spring Campaign
Focus On Your ‘Why’
When you first began your business, maybe even before it wasn’t anything more than a thought in your head - what was your ‘why’? Why did you begin the journey of owning your own business? What kinds of people are you looking to serve through your brand’s vision? Why that group? What is your motivation behind that service or product?
As the green light is to Gatsby, your ‘why’ is to your business. When you keep your ‘why’ in mind you are creating and building upon the foundation of a unique and purposely powerful brand.
Avoid Comparison
Comparison is the thief of joy. Sure there are best practices in any industry, but at the end of the day everybody does business differently. What works for you will not work for another brand and vice versa.
It’s easy to fall into a ‘keeping up with the Jones’ mentality with social media. Comparison breeds separation from your ‘why’ and a slippery slope to becoming a carbon copy of other trends and a shell of your original brand.
Stay focused on your brand and don’t let the noise seep in. Race horses wear blinders for a reason.
Pivot Loudly
It is common when a brand is rebirthing itself to fear upsetting its current customer base and initiate their rebrand in quiet phases. It’s a real fear and it does happen but it shouldn’t hold you back. Do not pivot quietly - it will leave both new and old customers confused, unsure, slighted, and uncommitted.
Yes, pivoting loudly may cause a shift in your customer base that is scary at first, but it’s actually what you want. Your brand is growing and changing and if you’re doing that right - you’re customers will too.
Invest in A Professional
A lot of times, when it comes to a rebrand, you really only have one shot. Your customers won’t want to follow you through a seemingly never ending rollercoaster of changes. Craft your rebrand vision with certainty and honesty to yourself and then leave the rest to a professional (we may know somebody😉) you trust to execute it beyond your wildest dreams.
(Actually) Celebrate
A successful rebrand is a time for rebirth and celebration! When the rebrand goes live it is time to shed your old skin and proudly step into the light - fully embracing yourself and your new brand, because if you don’t first, then nobody will. Share your ‘why’ behind the rebrand and take your customers on the liberating journey with you - it will be more exciting for everybody involved if they feel they have some personal connection to helping you build this new era.