Long gone are the days of simply “refreshing” your brand for the sake of change (like cutting your hair because you’re bored)—today, rebranding is about strategically creating a brand that centers around your goals, and positioning your business for success in a competitive market.
It goes beyond a new logo and colors. It’s defining your unique brand voice, crafting copy that speaks to your ideal audience, designing a strategic visual identity, and creating an online presence that communicates it all beautifully.
Rebranding done RIGHT can be a game. freaking. changer.
So, if you’re ready for a rebrand, and you know doing it all yourself isn’t gonna work, how do you get started?
Today, I’ll be breaking down the rebranding process into manageable steps I would personally take if I were planning to rebrand my online business, from defining your goals to finding the right contractors to hire.
You ready?
Start looking for designers, copywriters, photographers, etc. who could help you accomplish your rebrand, and decide who you might want to work with.
Follow them on social media, explore their websites, binge their content, and give yourself a little time to make sure you’d feel good about hiring them.
How will you know if they’re a good fit? During your research, get a feel for their personality by watching their Instagram stories, watching their Reels, and reading their post captions. Look out for any personal red flags (i.e. your values don’t align in a significant way). See if they’re a worthy investment by reading testimonials from their past clients, reading their blog posts, and looking through their portfolio. Make sure their style aligns with what you’re looking for.
If you’re still not sure, get on a call with them when you’re ready to book someone! You can chat directly and ask any questions you have, so you can make a final decision you feel good about.
Before you dive in, you’ll want to start setting aside funds for the project. If you’re not sure how much to save, check the websites of the contractors you’re looking to hire, and see if they have starting prices listed on their website. If they don’t, send them an inquiry!
Answer any questions they ask thoroughly, and — speaking from experience — DON’T lead with, “How much do you charge?” Oftentimes, their services are custom to your needs, so they’ll want to talk to you more before recommending the service and pricing that’s right for you.
Just remember, the work that goes into a rebrand is an investment. If you hire based on who charges the least, you have to be willing to compromise on results. You often get what you pay for.
Of course, everyone’s budget looks different, and the amount you pay will be determined by your resources, the deliverables you’re looking for, and who you choose to work with. Just be prepared!
Grab a pen and notebook, or open up a document, and start writing down your goals for this rebrand. What do you hope to accomplish?
Go beyond, “a new brand and website.” That’s not really the goal.
Sure, it’s the physical outcome of the project. But WHY do you want it? What do you want it to do for you? Try to get as specific as possible.
For example:
While you’re writing things down, take some time to think about all the details of your business, and jot it down. Here are some questions to get you started:
Write down anything and everything you can think of. Get it on paper (or on… screen?) so it’s in one place. This not only helps you organize your thoughts, but it will also come in handy when you’re filling out questionnaires for anyone you hire.
Be sure to write down any future plans for your business as well!
If you’re going to be changing your business name during this rebrand (or if you’ve never done this step before), reach out to a lawyer to conduct a due diligence search. This will ensure your business name is actually legal to use.
Once you have the name settled, consider starting the trademarking process so the name is truly yours.
Plan out when you’d like to work on each step of the process (ex. Copywriting in March, brand design in April, etc.). Then, start booking those projects with your desired service providers.
If I were personally going through the rebrand process, this is the order I would do things:
Now that you know how to plan a rebrand for your business, it’s time to get started!
Remember, your brand’s new look is about so much more than just the aesthetic—it’s about defining an entirely new identity for your brand, and marking a season of growth and possibilities.
The process of getting there can be lengthy, and a bit hard sometimes. But, it’s also so EXCITING, especially when you’re working with the right people. I can’t wait for you to experience that change for yourself!
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