To Rebrand of Not to Rebrand

Probably one of the most important investments you can make from the very beginning is to invest in building your actual brand. When I started with the branding company we used for Jackie, I remember sitting there telling them that I had any idea for a company called Chatterbox and I wanted to use the tag line “Give all your girlfriends something to talk about. “ I told them that it was going to be a high end boutique brand subscription box that styles women across the country. Our campaign manager looked at me and said “chatterbox?  It just doesn’t fit you. In fact, it kind of has a negative connotation.” While in the moment I was so discouraged by that exercise, our of that redirection, Jackie was born and is a much better representative of who I am. Jackie truly encapsulates everything I wanted to deliver to women across the country.

Rebranding is tricky but necessary as your business ages and grows. I try and look over all branding every year just to make sure it is still on point. While there is always room to enhance branding, if you spend the time and money on the front end of your business, rebranding won’t be necessary. With that being said, I love to create sister brands to companies I have. It allows you to enhance the brand without taking away from the original concept for branding. 

Have you ever seen a storefront that seems to have a different restaurant in it every other month and you feel so bad for them because every restaurant prior has failed and you just can’t even bear to go into the space? You feel so bad because even if there is a new restaurant name and logo out front the building, the space will always be identified with failure? That’s how I feel about branding. If you don’t do it right the first time, you will spin your wheels and confuse everyone including yourself as to who you are and what you do. It takes time and don’t go making changes in your first few years. You be your brand and make sure people know the story behind what you do. Hammer it home and once you have built your audience and they feel connected with you, you can definitely introduce different aspects to your brand at that point and it will be well received. If you don’t believe in what you have created why would anyone else? Stay the course once you launch and avoid inconsistencies in branding that serve to be confusing.

If you are looking to rebrand your business, click here to get in touch with our team for Amber’s expert opinion on the future of your business’s brand.