Branding can be overcomplicated by so many designers and marketing companies but really it just comes down to how your ideal audience views your offer. Your brand is what other people think it is. So in order to get crystal clear on where you want to take your brand, it’s a good idea to know where you are, what you don’t like and what your ultimate dream for your brand is. Don’t worry I’ve fine-tuned the process into these 5 questions you can ask yourself before you start looking for a designer to help you rebrand.
ONE | WHAT DON’T I LIKE ABOUT MY BRAND NOW?
This is a great place to start because knowing what you don’t like is just a small step away from knowing what you do like. Make a list of 5-10 things that just don’t work for you anymore. Think colours, fonts, style, imagery, how you look on social media or how your print marketing is coming across, it could even be the messaging that is off. The more details you write down the easier it will be to know what to avoid when creating your rebrand.
TWO | HOW DO YOU WANT YOUR CLIENTS TO FEEL
Every single successful personal brand out there makes you feel a certain way. Think Oprah and Ellen, simply seeing a photo of one them has the power to evoke strong feelings in you. Ask yourself how you want your clients and potential clients to feel when they see your marketing material or social media posts. Is it happy and carefree, elegant and refined, trustworthy, bold and daring? I once worked with a realtor who told me she wanted her clients and potential clients to feel like they were little baby birds and she was the momma ready to feed them worms… really! It might sound crazy but having that clarity really helps define what style you’ll be moving forward with.
THREE | WHAT ELEMENTS OF YOU CAN BRING IN
Personal brands are…well…personal. That means your brand hinges on who you are and your authentic self. Don’t shy away from makes you, you. Start a running list of everything that makes you different, unique, special. Think of things that your friends and family often mention about you. In my family, I’m known as the creative one, who loves using my imagination to solve problems. If you aren’t sure what makes you stand out, ask your friends and family to chime in. Sometimes it’s hard to see who we are when we’ve been living in our own special form of crazy our whole lives.
FOUR | HOW DO YOU WANT TO CONNECT
Think of how you are connecting now, what’s not working? Getting clear about how you are missing the mark when connecting with your audience is a great way to start taking steps to fix that gap. List all the things that aren’t working when it comes to connecting with your potential clients. A great place to start is with past clients. Was there something off about a particular interaction? Jotting these down will help you pinpoint areas of your marketing or messaging that is attracting the wrong clientele, then you can work to eradicate it during the rebrand.
FIVE | WHO WILL YOU BE WORKING WITH
Have a particular audience in mind or a few mini audiences in mind before you start your re-brand. If I were to ask you right now who you help in your business who would that be? Is there a common thread amongst all of your favourite clients? I once worked with a realtor who told me her clients didn’t have commonalities and then a few questions into our deep dive, she realized 90% of her clients were single, career-driven businesswomen in their late 30s and early 40s….sometimes it can be hard to see when you think you are helping anyone and everyone. Think of who you have worked with or who you’d want to work with and create 1-3 audiences that you will be focusing on in your marketing. This is super important when it comes to effective branding because without knowing who you are talking to, your brand becomes generic and thus, forgettable.
Not ready for a re-brand yet? Make sure your marketing is up-to-snuff with this free checklist!