You don't need a rebrand.
At least, not the type of rebrand you're thinking of.
Logo, fonts, colors, patterns, graphics. Those are redesigns that focus on updating the visual representation of your brand.
If your brand design evokes the wrong feeling, builds the wrong perspective, or contradicts your brand strategy, YES, you need a brand redesign.
But we've rebranded 125+ businesses at SHFT, and only 6 needed a new design.
For one simple reason:
A new design will NOT land you more clients.
Here's the kind of rebrand you need to generate more money.
New Unique Value
Call it your USP, differentiation, selling proposition, or what-have-you; you need to be clear on why customers should buy from you.
This is where most founders fail.
They think the reason customers buy from them is:
- quality
- their team
- customer care
- their personality
- the awards they won
- the "fact" that they are the best
While those elements are essential, they aren't differentiators.
Any company can (and typically does) say those things, which are basic business requirements.
No one searches for a company that treats them like sh*t, or who is the worst in the industry, or who doesn't care about their success, or whose product or service fails.
Those aren't reasons to buy.
Find something you DO that:
- You're exceptionally good at
- Your customers want or need
- Your competitors can't or won't do
That new unique value will drive everything else in your business.
New Message
As your unique value changes, so should your message.
You want to find a clear and compelling way to communicate the unique value you bring to the market.
- We build websites
- We lead the industry
- We innovate solutions
- We remove siloed departments with collaborative frameworks
Boring, confusing hyperbole that no one trusts or believes.
Instead, follow these tips:
- Focus on the transformation you bring
- Highlight the ultimate desire of your ICP
- Do NOT start your message with 'We'
- Keep it to 3-6 words (tagline) or 1 sentence (one-liner)
- Make it compelling
New Experience
A brand is the gut feeling people have of your business based on every interaction with your business.
Meaning that your experience matters.
Every interaction with your business either creates or degrades that gut feeling.
- every email
- every call
- every meeting
- every website visit
- every post
- every event
- every proposal
- every onboarding
- every deliverable
- every process
- every invoice
Everything you do creates an experience.
A rebrand is much more about creating a new experience than creating a new design.
Focus on the experience you want people to have with your business.
Think through:
- Sales experience
- Marketing experience
- Operational experience
- Financial experience
- Support experience
New Design (Maybe)
Once you've worked through a new unique value, message, and experience, it's time to consider your design.
As mentioned, we've created 125+ rebrands, and only 6 needed a new design.
Before you start working with that designer, ask yourself:
- Does your logo style create the right gut feeling?
- Do your colors and fonts evoke the right feelings?
- Does your website communicate your unique value?
- Do your marketing materials provide the right experience?
- Does your tone of voice match your new unique value?
If you answered NO to those questions, then it's time to consider a redesign.
But, if not, a new brand strategy is all you need to start generating new clients and more money.
Build the Foundation
Stop wasting money on 'brand' tactics that don't drive revenue.
A new design won't save you when you can't articulate the unique value you bring to the market.
Or if you create friction in your sales and marketing cycle.
βGet a new brand strategy in place.β
You'll have everything to attract, convert, delight, and keep your dream clients.
Until next week,
#SassyJason out.
β