#11: A few things to consider when rebranding your business

The process of business rebranding a business could be compared to redesigning and restructuring a house or building a ship: it goes beyond painting the walls and investing in new furniture.

Lessons from Interior Design

I’m not an interior designer, of course, but I have a client who is. We’ve been working together for quite a while now (on his website and case study videos) and during this process, I’ve learned a thing or two about his approach. I’m also a big fan of all the Interior Design programmes on TV, which I believe makes me an interior design expert (no? One can try). 

I’m not an interior designer, of course, but I have a client who is. We’ve been working together for quite a while now (on his website and case study videos) and during this process, I’ve learned a thing or two about his approach. I’m also a big fan of all the Interior Design programmes on TV, which I believe makes me an interior design expert (no? One can try). 

Any interior design process starts with an assessment of who the property is for and how it’s going to be used. 

If you were someone who’s ready to make such a big change in your home, I’d imagine that you’d take a moment and really consider what kind of environment you want to live in for the next 5- 10 years. 

Source: Derick Mckinney (@Unsplash)

Then you may ask yourself some more questions:

  • How will you use that home? Who is going to live in this house? 
  • Is there going to be a cosy space to read and quietly chill out? Or will it be used for frequent dinner parties? 
  • Do you need more rooms or would you rather open the space up? 
  • Is there a need for bigger changes to the structure and the layout of your property?

There are also questions of a practical manner: 

  • Do you like cleaning and do it often? (Maybe you are one of the lucky ones who can afford a cleaner). Or would you rather have surfaces that do not collect dust and dirt so easily? 
  • If you have small kids or pets, you might want to consider the durability of your rugs, walls, floors, furniture etc. 
  • What about storage and day to day functionality?

Finally, it’s time to discuss the actual design elements that will create the atmosphere you are after. This is where you start talking about colours, textures, lighting etc. 

Questions for Business Rebranding

The Process of rebranding calls for similar strategic-level thinking. It should go beyond changing the colours and fonts on your website and social media graphics. 

This is your chance to consider:

  • Where is your business heading? 
  • How should it be run?
  • What kind of audience do you want to attract ( are these the same people with whom you’ve been working so far)
  • Who else is competing for the same audience, offering the same service? How can you stand out?
  • What can you do to create a memorable experience for your clients?
  • What space or topics do you see yourself dominating in the next 3-5 years. 
  • What has worked so far and continue to work for you? What needs to change?
  • Is there a need for personal branding to establish your expertise?

Only then, can you create the ‘look and feel’ of your brand which should be in line with your new brand strategy.

Source: Arno Senoner (@Unsplash)
Final Words

Ultimately, The process of branding is like building a ship (if I may offer another(!) metaphor).

You want to make sure that the whole structure is durable so it can last for years. Inside, you want a comfy and luxurious interior.

Outside, you want it to be presentable and inviting.

The crew needs to be well trained so it offers passengers excellent customer service.

Finally, as the captain, you need to learn how to set the right course, so this beautiful ship gets you, your team and your clients to the desired destination.

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