Looking for a change of pace? Feel like your small business has hit a plateau? Maybe it's time to consider rebranding. But wait, isn't rebranding too risky? 

While it's true that rebranding involves certain level of risk and comes with a lot of dubiety, it can also lead to tremendous growth and success if executed correctly. I say it again, "If executed correctly."

Don't know where to begin? Don't be worried; we've got you covered.

In this blog post, we'll explore the ins and outs of rebranding, and provide you with actionable strategies and tips on how to approach rebranding strategically to minimize risk and maximize rewards.

"Changing market, interest, or audience? Give your small business a makeover!"― Gig4U

So, grab a cup of coffee, sit back, and let's discover the key to unlocking your full potential.

Let's get started!

Why Rebrand? To Adapt and Succeed!

There's a host of reasons why you should rebrand when it's time.

Freelancers and small business owners must adapt to changing markets and industries. Failure to do so can lead to lost opportunities, clients, revenue, and business failure. One way to do this is by rebranding yourself to align with the changing needs of your target market.

Sometimes, rebranding can actually help your business. For instance, if you've been in the market for a long time and your brand has become stale, rebranding can help you reposition yourself and stand out from the competition.

Rebranding can also help you cater to a new audience or pivot your business in a new direction.

Here's a few signs that indicate that it is time for you rebrand!

1. Failing to stay competitive in the market?

If you're struggling to keep up with consumer preferences, rebranding can help freelancers and small businesses stay current. As markets evolve, so do the demands and tastes of customers. For example, a business that has been around for a while may lose appeal with younger generations.

Diet coke

After 36 years, in 2018, Diet Coke underwent a major rebranding to appeal to younger consumers. The new branding included a new logo, packaging, and 4 new flavors. The design was intended to be more modern and stylish, with a focus on bold colors and patterns.

2. Difficulty differentiating your brand from competitors.

Standing out in crowded markets can be difficult. Rebranding gives the business an edge to differentiate and create a unique brand identity in the changing market.

Apple

Apple underwent a major rebranding in 1997, when Steve Jobs returned to the company. The company's old rainbow-colored logo was replaced with a sleek, monochromatic logo that is now iconic.

3. Not able to reach new demographic?

It is a bad sign if a brand is not resonating with a particular audience or is not reaching new demographics. Rebranding can help freelancers and small businesses redefine their target audience, reach new demographics, and build new customer bases.

Animal planet

In 2008, the cable network known for nature and wildlife programming underwent a rebranding effort that included a new logo and tagline ("Surprisingly Human"). The move aimed to expand the brand's appeal beyond traditional nature programming and appeal to a wider audience.

4. Failing brand reputation?

A brand's reputation is crucial to its success. Rebranding can repair a brand's reputation if it's suffering from negative public perception, low-quality products, or other issues. You can reposition, reestablish, and rebuild trust with your target audience.

McDonald's

McDonald's has undergone several rebranding efforts over the years to improve its brand image, including a major one in 2003. The company updated its logo and packaging and introduced their new tagline: "I'm loving it."

5. Brand losing its appeal?

Outdated business model and strategy? As business grows, their branding, business model, strategy, and messaging may no longer reflect their values, products, and services. Rebranding can help businesses adapt to market trends and offerings.

Domino's

In 2009, the pizza chain launched a campaign admitting that its pizza wasn't great and promising to improve. As part of the effort, the company also revamped its recipe and logo, resulting in a significant boost in sales.

Ultimately, your goal should be to survive and thrive, and "rebranding" can be the solution.

Can Small Businesses and Freelancers Rebrand Themselves? 

Absolutely yes!

Small businesses and freelancers can definitely rebrand themselves. In fact, rebranding can be a smart move to refresh their image, stay relevant in a changing market, or attract new customers.

Over the course of the initial seven years, 74% of S&P 100 corporations renamed their companies. - Crowdspring.com

While large corporations often depend on the resources and infrastructure to support major rebranding efforts, small businesses and freelancers can take advantage of their agility and flexibility to rebrand in a way that resonates with their target audience.

Rebranding can take many forms, from a simple logo refresh to a complete overhaul of a business's messaging, offering (product or services) and visual identity. You just have to ensure that your new brand accurately reflects your values, offerings, and target market.

Besides that, don't hesitate to consider rebranding if you know it's needed!

Note*

Small businesses includes a wide range of business types and industries, such as retail stores, restaurants, cafes, local service providers, independent contractors, online businesses, and many more.

“Sometimes, you just have to start all over differently.”― Bernard Kelvin Clive.

Rebranding Strategies: 12 Steps to Rebrand Yourself with the Changing Market!

Rebranding can be a complex process that requires careful planning, considerations and execution. So, here's some rebranding strategies that you can follow to take the first step towards rebranding!

1. Identify the need for a rebrand.

The first step in rebranding is to identify the need for a change. A market shift, business goals, interests, or a need to better reflect brand values can cause this. Assess your brand and messaging and decide what needs to change.

2. Define your new brand vibe.

This involves creating a new brand message, visual identity, and tone of voice that matches your brand goals and values. Consider your brand's uniqueness and how you want your audience to see you.

3. Research your evolving target audience.

To ensure your rebranding is successful, it's essential to research your target audience. This will help you understand their needs, preferences, and pain points and create a brand that resonates with them. Use market research tools and SWOT analysis to understand your target audience's reactions to new market trends and adjust your messaging, offering, and branding.

4. Develop a marketing strategy.

A marketing strategy is essential for promoting your rebrand and reaching your target audience. This may involve developing a new website, creating new marketing materials, and launching a social media campaign to promote your new brand messaging, offering and visual identity.

5. Refresh your digital persona.

With most businesses operating online these days, updating your online presence is essential to the success of your brand. This may need you to revamping your website, updating your social media profiles, and creating new content that reflects your new brand vibe.

6. Create a content strategy.

A content strategy is a plan that outlines how you will use different types of content to achieve your marketing efforts.

Here are some steps to create a content strategy:

- Define your target audience - Who are your customers? What are their interests and needs?

- Identity their pain points - What are the problems your customers are facing? What are their challenges?

- Develop content that addresses their pain points - Develop content that provides solutions to those problems. Make sure your content educates and informs the audience.

- Raise awareness of the problem - Create content that raises awareness of the problem for people who may not be aware of it.

7. Shake up your offerings.

Along with refreshing your brand messaging and visual identity, consider changing your offerings to match your new brand values and goals. Launch new products or services or discontinue ones that don't fit your brand.

8. Re-Launch your brand - own your brand identity!

After completing the above steps, launch your rebrand and promote your new brand messaging and visual identity across all channels to engage your target audience and build brand awareness and loyalty.

9. Get feedback from customers - testing and validation.

Before fully implementing your rebrand, test and validate it from your potential customers. Use surveys or focus groups to learn how your current customers feel about your brand to rebuild your rebranding strategy.

10. Consider the competition.

When rebranding, it's super important to consider the competition and how your new brand will stand our in the market. Research your competitors and consider what makes your brand unique and how you can differentiate yourself in the market.

11. Emphasize your USP.

Your unique selling proposition is what sets you apart from your competitors and makes you stand out in the market. Make sure your new brand identity highlights your USP and communicates why customers should choose you over your competitors.

12. Measure success - Monitor and adjust.

Rebranding strategy changes should be based on actual customer data and feedback. Track website traffic, sales, customer feedback, and social media engagement to evaluate your rebranding efforts. Adjust your strategy, iterate on what works, and make informed marketing decisions with this data.

 “Claim ownership of your brand, your expertise, then defend it with deeds”― Bernard Kelvin Clive

Mistakes to avoid while rebranding! 

The rebranding process can be complex and nuanced, with many potential pitfalls and mistakes that businesses must avoid to ensure success.

Here's some common mistakes to avoid while rebranding:

•  Lack of research and analysis.
•  Being too generic or cliche
•  Ignoring brand heritage and launch
•  Failing to communicate the changes
•  Inconsistent messaging and branding
•  Disregarding the customer experience
•  Over complicating your brand concepts
•  Not involving a professional
•  Rushing the process
•  Neglecting to plan for the long term.
•  Failing to test and iterate

The  takeaway! 

Rebranding can be a powerful step for small businesses and especially for freelancers to stay competitive and grow their brand, but it should be approached with careful consideration and planning.

We hope this blog post has been helpful to you. Good luck, and see you in the next blog post!

“In this age, you must be relentlessly remarkable to stay relevant, if not you will be relegated.”― Bernard Kelvin Clive