Rebranding doesn’t have to be daunting, expensive, or feel like you are starting over, not if you consider a brand audit first.
As an entrepreneur, you are constantly learning, stretching, and growing. Evolution is a natural progression. Yet, as your business gains traction, you start to realize whom you do your best work for, who isn’t quite the right fit, and which marketing tactics are thriving and which are not. Maybe the brand identity you thought would last is starting to look dated and not setting the right tone of what you represent. Perhaps your messaging isn’t hitting the mark with the ideal customers you have come to know.
Your brand is the one thing that can set you apart from your competition, but with constant change, audience refinement, and inconsistent esthetics, how do you know if the brand you started with is still unique or powerful enough to cut through the noise and speak to your ideal customer? It might be time to review your brand so you can bring it back into alignment with your business.
Why conduct a brand audit before rebranding?
A brand audit is a process that identifies and assesses the key components that make up your brand: positioning, messaging, personas, esthetics, and more. It gives you a holistic view of how your company presents itself to the world. An effective brand strategy is your business foundation.
Yet, when your marketing is no longer as effective as it once was or is not working, it’s time to consider what needs to happen to get back on track.
When rebranding, you don’t want to start from scratch because you’ve already invested time, money, and effort into building your brand. You want to create a brand strategy that builds upon your brand’s strengths. A brand audit lets you evaluate your current brand to identify your assets and determine areas of strength, weakness, and gaps that either already work well or need to be updated so they speak to your audience more effectively. Keep what works; fix or remove what doesn’t.
The brand audit revises and enhances your brand strategy.
A brand audit gives you a clear sense of direction and purpose to what to fix to move forward. Uncovering the gaps and challenges is the only way to see what you may need to rethink and adjust. A few adjustments to the overall approach will align your message and image with your brand strategy.
For example, if your messaging has lost its focus, you might need to create new personas, try a different angle with your position in the marketing place, or reevaluate who your competition is. In addition, you may find that an updated style guide, adjustments to your voice on social channels, or redefined service offerings ensure that your message is relevant and resonates with your audience. By refocusing your brand, you will ensure that every communication you send out into the world will be evident that it comes from your brand.
Rebranding doesn’t have to be overwhelming.
The rebranding process can feel daunting, but you don’t have to go through it alone. When done well, a brand audit provides actionable insights that will help you develop a strong brand and marketing strategy. In addition, by conducting a brand audit before engaging in any form of brand strategy, you’ll ensure that your rebranding efforts are successful and meaningful. To learn more about the rebranding process, how a brand audit can save you time and money, or how a brand strategy can help you set the foundation for your brand, schedule a complimentary 30-minute consultation today.
About the Author: Jillfrances Gray
I am a creative director, brand strategist, and visual designer with 20+ years of experience helping clients innovate and execute their brand and marketing initiatives. I am obsessively detail-oriented and have a passion for solid, stunning esthetics. Plus, I’ve been told I am a lot of fun to work with.