Here is the thing: rebranding is a huge assignment, and I am not here to tell you that you need to dive into this process. I will not romanticize rebranding as I know firsthand what is involved.

Rebranding takes courage.

I always suggest sticking to your brand identity for as long as possible, making rebranding a last solution to potential issues. It is indeed an extensive task. Rebrand requires you to change not only your logo and supporting visual system but also your website, e-mail, collaterals, socials, etc. It requires you to work twice as hard to keep your audience informed about the changes in your brand and how they benefit them. It is always better to align your rebrand with exciting new services or products. 

If you have reached a point where you need to rebrand, I want to give you credit for your courage and decisiveness. You may feel like your brand no longer attracts the right audience, your revenue decreases, and you lose the thread of your brand’s narrative. And then you feel like it’s time to pivot. Although a refocused brand identity may help, some things are more valuable. It’s your brand strategy and messaging.

Giving your brand meaning and purpose is easier once you become clear on whom precisely it serves, the values it may share with those individuals, and the feelings your brand sets to evoke. You can define it through your brand strategy, which forms the foundation of everything you do in your brand. Sometimes, refining it and building an aligned messaging is sufficient, keeping your visual identity untouched. Most of the time, all these are deeply interlinked, requiring you to readjust your brand design and message. Your strategy comes first when you want to create meaningful change in your business, transforming both your messaging and visuals. I am taking more about it here.

My studio “soft” rebrand story.

After this deep conversation, the question arises: why did I change my studio name and refresh my identity? Rebranding was one of the most difficult decisions I made in my business. If you are at that place, I hear you. There were many reasons for me to go through a “soft” rebranding. I will share them if that helps you to decide if you also need to take your brand through this process.

I am very transparent about being an independent brand and web designer. Steering away from my surname and the word “studio” makes me feel more comfortable in my skin, emphasizing my “creative” power. My new name also helps me convey the deeper meaning behind my purpose and deepens the connection with my audience.

My studio needed to detach from my surname to allow for future growth. Rebranding is necessary in accordance with registering my design business.

I introduced numerous changes and diversified my marketing efforts. I created free offers and a newsletter to bring my audience more value through my content. E-mail marketing has become ever more critical. Stepping into the new era of my business requires me to make changes.

I need to refresh the feel and vibe of my brand that supports my new name. I hope to infuse warmth and joy into my identity, which reflects my personality and helps me connect with my tribe. The typography suite perfectly marries an elegant and timeless feel with my design style’s quirky and contemporary character. I am taking some parts of my previous identity into the new chapter.

I am a brand designer. Being in the industry, and with the abundance of resources I can access, the temptation is very strong 😂. So here is a piece of advice: don’t rebrand just because your designer tells you so.

Conclusion: rebranding or no rebranding?

The differentiation and recognizability come from more than your brand identity. It comes from consistency and faithfulness to your brand’s core idea that your identity reflects. While I acknowledge that we all pivot in our businesses all the time, the best remedy for redesigning your brand is to approach its identity with intention from the very beginning. Regardless, you should weigh all the pros and cons of a rebranding and decide if it will benefit your business. If you are contemplating if it’s right for you, I am here to help. We can talk about this and see what may work best for your business at the given moment. Book a consultation with me to chat.