A very common question in the small creative business world is “how often should I rebrand?” Any business that wants to be successful needs to have a solid brand and my own full branding clients understand that. But how do you know if you have a solid brand? How do you know if you need to rebrand? How often do you really need to be rebranding?

The answer to the last question depends on the answers to the first two.

Let’s start with question 1 shall we?

1. How do I know if I have a solid brand?

   Well, consider these questions. Are you working with the type of clients you want to work with? If not, you probably aren’t communicating to the right audience and that all depends on your brand. You communicate with potential clients via your colors, your logo, your website, the language on your website, your Instagram feed, etc. You need to build your brand, both visual and non-visual aspects, around your ideal client. What kind of aesthetic would appeal to them? What colors? What language? Not only do you need to communicate the right message you need to communicate the same message across all media platforms. Do you use the same headshot on your site as you do your Instagram profile, Facebook profile, etc.? The same colors? Fonts? If you aren’t consistent, you don’t have a solid brand.<

2. How do I know if I need to rebrand?

   If the answer to the first question was no, then you need to rebrand. You need to have a solid, consistent brand across all mediums that communicates an ideal client worthy message. There are other reasons to rebrand, however. If you have beautiful work that is on an amateur looking website, you may need to rebrand. You want the quality of your brand to match the quality of your work. This often requires rebranding with a pro. You need to know your strengths and weaknesses.

3. How often do I need to rebrand?

   You should ideally be able to keep the same brand for at least two to three years to create consistency and implant images into the minds of your viewers. Being consistent means people remember you and that is half the battle. However, if your ideal client changes then your message to your ideal client needs to change and when that happens you need to rebrand. It is very common to change your ideal client as your business grows and you gain more experience and get better at your work.

Visit my Pinterest Brand Tips Board for lots of resources on branding.

Ready to start the rebranding journey? Visit the “For Creatives” page for more info!