Five Things to Keep in Mind When Considering a Re-Brand
I have had a few blogs and my first one has been around since 2005. It’s gone through a few rebrandings over the years. None of them were easy and all of them took a lot of time and not all of them were necessary.
There are some key things to keep in mind when considering a rebrand. I am going to go over five important steps to consider while you work on changing your look.
1. First and foremost, the most important question to ask is, “What is motivating you to rebrand?”
I think one common answer is that your blog doesn’t reflect who YOU are. Another reason might be feeling bored with what you have. Both of these are reasons why you should NOT rebrand. Changing your brand on a whim is time consuming and costly and you want to get it right and do it as little as possible. Don’t rebrand out of boredom… rebrand out of necessity for your market and readership. Rebrand for who you want to attract.
The main reason you might consider re-branding is if the readers you want have outgrown the look and feel of your blog and your values or core offer has changed in regards to who your readers are or who you want them to be.
Your ideal readers might be represented by you. Most bloggers emulate who they are and similar people are attracted to just that. If you are going to re-brand… start by looking at the ideal reader. We have amazing workbooks to help you through this process. It’s so key to building a successful business.
2. Who is your Ideal Reader?
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There are some great questions to really look at this avatar of a person. Your ideal reader is not necessarily who actually comes to your blog on a whole. It’s who you want to serve. Who is that? When you define this in great detail, this key step will define how you rebrand to a “T”.
You can start this process by writing out a story of who this ideal person is and what is their life like. Who would be the perfect listener of your message? What does he or she value? What are their fears and worries? What makes them happy and ignited in their life?
3. Be Clear and Concise!
Stand for one thing in a really big way. Look at what you want to offer whether it be in a product or just your words. Who are you and what do you do? Is that clearly presented through your blogging and offerings?
As a portrait photographer, I have very few images on my website with people in matching outfits or of families all looking at the camera perfectly smiling. The main reason I don’t showcase that is because I don’t want to photograph that. It is disappointing to myself and my clients if they have an expectation of a perfectly posed, matching outfits photo and I don’t offer that. I don’t want those types of clients calling me.
Do I give my clients perfectly posed images? Absolutely… every single session. But my clients have an expectation that their family photos are going to look fun… and they do.
I am purposefully very clear about what I put in my portfolio for prospective clients to see. I could try to cater to every photography style to gather the most clients possible by putting many styles in my portfolio. Many photographers do just that. You might do that on your blog trying to reach as many people as you can.
Here’s where it’s important. Don’t do that! Know your ideal reader, know what you want to offer and who you want to sever and only offer that. Don’t try to be everything to everyone. It’s tempting when your niche is broad like “mothers”.
This is a broken record… but your branding should be repetitive everywhere. Colors, logos, feel… all of it should be the same. You want to be recognized when pieces of your business end up separate from your blog. A good example is Pinterest. You want to create all of your “pin-able” photos the same. When I am on Pinterest, I definitely notice certain companies and their consistency because it’s always the same.
4. Know your competition
We all know someone who is ‘prettier’ than us in our realm. As bloggers, we all know someone who has a better blog than us. As much as we try to keep our comparing to a minimum, it seems there is always that someone that seems to being doing it right. And with that, we want to emulate whatever ‘that’ is. Everything seems perfect. Their branding, logo, colors, website look, blog posts, photos… it’s all stunning. There’s a tendency to want to “copy” it or get that look. Don’t do it!
Be true to yourself and find a style, a look, a logo that is unique and represents what would be attractive to you and your ideal reader. What you can do when wanting to emulate another blog is look at the feelings the different elements on the blog you admire has. What inspires you about it? What is the feeling you want to evoke that they seem to be evoking so well in you? Define what those things are and find or create things that evoke the same feeling. Be different so when people visit YOUR blog they know they have arrived somewhere unique.
5. Capture Attention
Be Authentic, Bold, Direct, Funny, Surprising, Warm, Inviting, Memorable.
Who are you or who are you going to be? Keep in mind this voice whenever you are present online and keep it consistent.
- Make it personal. What ways can you be more personal with your readers? I don’t mean by sharing your deepest darkest secrets…. Here are a few ideas:
- Use your real name
- Write in a style that you actually speak. If you are trying to sound a certain way in your writing and it isn’t you, it will come off as inauthentic
- Talk about your personal life – make yourself relate-able
- Use great photos and consider using video here and there if you don’t already so that people get a full picture of who you are
- Encourage participation in your social media pursuits. Ask questions and get feedback. People love to give their opinions. It could be as simple as which photo do you like best and show a comparison of different stylings of the same product or a different treatment to the color of the photo in your editing.
- Keep it simple. Readers’ attention spans are dwindling. Create a re-brand that is easy to navigate, gets to the meat of your offer in a glance, has easy to understand menu choices and remember that less is usually better.
To sum it all up, Julie Harris at Julie Harris Design, who is an amazing branding specialist, has excellent advice on standing out and for something:
“As a brand, it’s hard to stand for something when you aren’t clear about what it is you really want. Take time and invest in researching what it is that you stand for. What is it that you want your brand to be known for? How do you want others to see you? Once you define what it is that you stand for, be consistent and live your message by sharing it as authentically and intentionally as possible. If your current brand isn’t reflecting these values and you need to pivot your brand and make some changes, then this is the perfect time to go through a rebrand. You are your brand, so your brand should not only look, but act, sound, think, and feel just like you.”
If you want help with your ideal reader, check out our workbook on defining your ideal reader.