RECAP: The Key Questions You Must Answer Before You Start Rebranding
1. Has your mission changed?
In other words, do you still believe in the current work you do and why it’s important to your Right People
2. Has your audience changed?
Often your ideal client profile will shift and refine as you work with more people, gain more insight into how you work, and several other factors. This does not mean you need to rebrand. If, however, you find that you want to work with a completely different type of client (this includes demographical factors as well as psychology factors), then this would be a good reason to rebrand.
3. Has your message changed?
If you have a completely different message that you want to share, and would represent a significant change in your brand story and what impact you want to have, then this would be also be a good reason to rebrand.
4. Have your services or offers changed?
If you are eliminating services or drastically changing your offers (for example, let’s say that you offered life coaching and are now moving into another field that is not related), then this would be a good time to go back and revisit all of your essential brand elements.
A Brand Refresh on the other hand is an evolution, growth, or maturity of your brand.
In other words, your mission, vision, and audience has evolved through your experience and work, but essentially hasn’t changed dramatically.
Offers or services that you may be adding or changing make sense for you, your business, and your clients. These can fall naturally under the category of ‘child’ or ‘sub’ brands and are related to what you are known for.
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