Sometimes rebranding projects are clearly necessary for SMBs, like after an acquisition or merger, but there are plenty of reasons why a growing lifestyle or wellness organization might want to refresh their brand identity.
 
You certainly don’t want to be the last to know that your visual aesthetic or written language is outdated or failing to attract customers. So what should you be on the lookout for?

01. YOUR BUSINESS MODEL AND/OR OFFERINGS HAVE CHANGED SINCE YOU INITIALLY STARTED YOUR BUSINESS. 

Because the wellness and lifestyle industries change quite rapidly, there may now be a disconnect between your initial brand associations and what you offer today. Similarly, the market you operate in may have new players and more competition, calling for refined messaging and differentiation. Old associations with your business might be discouraging new customers. 

QUESTIONS TO ASK:

• “What keywords are associated with our current brand and how much visibility do they have online right now?” You can check Google Search volume, Instagram or Twitter hashtag popularity, and leverage social listening tools to find conversations on social media sites.
• “What language/what packaging or service types do our competitors use?” Pay attention to their website copy, in-store or online product offerings, and the look of their materials. 

THERE'S A LACK OF CLARITY INTERNALLY ABOUT YOUR BRAND VOICE, MISSION, ASSOCIATIONS AND UNIQUE SELLING PROPOSITIONS. 

What your people (across all teams and levels of seniority) have to say about the product or service you provide is very telling. If your employees don’t see the business the same way, this can be attributed to a lack of brand consistency. There may even be several disparate business Summaries/”About Us” sections on your materials or social profiles. 

QUESTIONS TO ASK:

• “What do you consider to be our unique selling proposition? What sets us apart from competitors? What terms or adjectives do you associate with our brand?”. Ask your team, ideally all employees, these questions in a totally anonymous survey to identify common themes or misalignment with your messaging. 
• “How have we written about ourselves on the internet?” Check all social profiles, physical collateral, product materials, and web domains for consistent or inconsistent descriptions. 

YOUR VISUAL BRAND IDENTITY FEELS DATED OR LACKS AESTHETIC QUALITY. 

We know them when we see them: the colors, logos, buzzwords, and visual assets that belong to a VERY specific time period. Most of the time, these assets are not in keeping with best practices or the preferences of your persona. Maybe you haven’t updated your brand in decades, and this describes your company. 

QUESTIONS TO ASK:

• “When was the last time we examined our fonts, colors, logos, webpage designs, and marketing assets?” This should give you a clear sense for how necessary a refresh really is.
• “If we surveyed consumers in our market, would they recognize our logo, or be able to identify us from branding guidelines (HEX codes, fonts, style tiles, etc.) alone?” If your organization has the resources to actually interview a small group of real customers - this can be an amazing learning opportunity. 

YOU'RE HOPING TO EXPAND INTO UNCHARTED WATERS. 

Let’s say you’re in full-on growth mode. If your old description won’t appeal to or attract folks within a new market segment, you absolutely need a rebrand. Existing assets might be too limited in scope OR too specific to your current product/service lineup. You want to future-proof your brand for healthy and sustainable growth. So how do you make sure you’re set up for success?

QUESTIONS TO ASK:

• “Is there already accepted/popular terminology used to describe this new product or service?” Do some research to identify categories and names that already exist, this is a helpful way to increase findability for new customers.
• “Who on your team can serve as a subject matter expert about new offerings?” Make sure you have folks internally who can help spearhead your entrance into new territory, and consult them about brand identity.

YOUR BRAND NO LONGER INSPIRES YOU AS A BUSINESS LEADER.

For founders, part of the rebrand decision may be more gut-level and personal. Critical to your team’s success is your belief in the work that you do and the way you present your organization. If you’re a leader and the brand you’ve built no longer fuels passion in you - it’s important to consider a rebrand. 

QUESTIONS TO ASK:

• “As a founder, if I were to build my business from the ground up starting today, would I select the same visual and written branding that we currently present?” This will enable you to get clear about what’s missing and what’s working. 

Lasting brands change with the times - to stay relevant, helpful, and attractive to new and existing customers. Whenever you’re ready to upgrade the look, sound, and feel of your company, we’re here to help.

Ready now? Learn more about the rebrand process here at Hart & Soul.