When is it time to invest in branding, again?

Photo Andrea Kinnear for Flourish Collaborative. — *Photo* *Andrea Kinnear* *for Flourish Collaborative.*

Branding is foundational to your business, right? So why do we continue to receive inquiries from business owners who feel disconnected from their identity? It’s not a good feeling when you have to re-invest in a service that was meant to have longevity, but for some, it’s necessary to the growth and survival of their business.

Signs Your Branding No Longer Serves You

1.You paid a graphic designer too early in your business development process.

You had the best of intentions hiring a graphic designer to develop your branding on day one, but now you’re further ahead with a business plan, actual customer data, and a slight twist in plans when it comes to your product or service. Now, your original branding isn’t speaking to what your business has morphed into and it’s confusing and/or misleading your audience.

2.You used your name as your business title and now you want to move focus away from yourself.

It’s very common for a solopreneur to use their full name as their business identity, especially if you’re in the creative or coaching fields. While this can help establish transparency and trust at the beginning, it doesn’t allow you to separate yourself personally from your business as you begin to grow. This can become increasingly frustrating for your customer if they begin to work with your employees more than yourself. Using your name as your business can also hinder your ability to pivot or evolve to offer new products or services that maybe don’t make sense under your existing identity.

*Photo Southern Lens Photography for Flourish Collaborative*

3. Your brand elements don’t have any flexibility.

Today, a brand identity needs to do more than look great at the top of your website. A modern business owner is using their brand elements across digital and print platforms, and they need flexibility to appear cohesive no matter the medium. If you’re having trouble translating your branding to an Instagram post, poster or flyer, or even an interior space, it may be time to invest in a brand designer that can give you more breadth for your buck. (Hi, let’s chat!)

4. You can’t find your dream customer.

Anyone can have a good-looking logo, but if it’s not attracting your ideal customer, it’s just a pretty design on an empty website. If you find yourself working with less-than-ideal clientele that question your prices, don’t value your expertise, or maybe don’t bother telling their friends and family about your products, it’s time to reevaluate whether or not your branding is attracting the right person.

What’s the Difference Between Target Demographics and Psychographics?

5. Your last brand designer followed trends too closely.

We see it all the time: logos that might as well have a time stamp attached. While you always want your brand to appear current, there’s a big difference between looking timeless and looking trendy. Before you hire a designer, look for diversity within their portfolio; this means they cater design to the client rather than force your identity into a trendy box. If you feel unsure about the longevity of your design, send brand concepts to a trusted group of people with varying design backgrounds (range from your siblings to your quirky design friend in NYC) for a realistic range of feedback.

5 Questions to Ask a Brand Designer Before Hiring Them.

Have a hunch that your existing brand identity isn’t serving you anymore? We can help! Send us a quick email and we’ll walk you through our design process to see if we’re a good fit.

Once you’re on the right track, There Are 3 Different Ways to Launch Your Rebrand.