IMAGE BY ELIZABETH FOGARTY

I think every business owner at some point faces the question of “when to rebrand?” This is very common. We all start off the same way with DIY logos/sites/etc. and eventually we grow in our career to a place where we feel we need a different, more professional look. Some people start off their business on the right foot by hiring someone like me from the get go, but I’d say for the most part people do things themselves a lot because budgets are low as the business is just starting. That being said there does come a time where every business owner needs to rebrand. But how do you know when it’s necessary? Here are four practical tips:

The Cringe Effect – If every time you look at your logo and cringe because it either looks like you made it, it’s so dated, or amateur looking you need a rebrand. As time goes on our business minds grow and learn a lot and what you once thought was an awesome logo just isn’t cutting it anymore.

Lack of Ideal Client – If you are only getting budget inquiries and end up saying yes to everything just because you needs business (and income) you need a rebrand. Why settle for working for less than what you want to work for or for working with clients that really aren’t ideal to you. Every business owner comes to a point in her career where she deserves more!

Brand Quality vs. Work Quality – As time goes on we business owners get better and better at what we do (I hope!). Our growth helps us carve our niche in our industry and become established, respected professionals. If the quality of your work doesn’t match the quality of your brand, you need a rebrand. What I mean by that is if you have beautiful work on an unprofessional, dated website then there is a mismatch of quality. For clients to take you seriously the quality needs to match.

It’s Been A While… – If you haven’t updated your brand in more than four years it’s time for a rebrand or some change. If you have never gone through a branding process with someone like me you need to rebrand. At the end of the day we have to realize what our strengths are and what are weaknesses are. You may be an AMAZING photographer, but know nothing about graphic design or web design and that’s OKAY! You shouldn’t have to be an expert at everything. Your investment in a branding process will pay off tenfold when you get inquiries from ideal clients and can say no to work you don’t want. You deserve it!