More often than not, when I talk to people about rebranding their business, they immediately think of the visible benefits like having a new pretty new logo, a cohesive color palette, intricate and beautiful website design, and fonts that tie the look altogether.
The truth is, that’s not our goal with their rebrands. (And it shouldn’t be yours either!) If we only focused on aesthetics, we wouldn’t be able to get real results for our clients.
Take one of our clients, Alicia of Alicia Leigh Photography, for example. After rebranding her business, she said this after her 30-day check-in: “Things are going well! I can tell my website is helping me build credibility with my audience and clients — and I just had my first 5 figure month! A lot of this is from clients that booked before the rebrand, but the rebrand also put me at top of mind with past clients and I had several former clients re-book me after we sent out the newsletter. They didn’t blink at the higher prices.”
So how the heck do you get a five-figure month and book your previous clients at a higher price tag without focusing your efforts on a logo? Here’s the secret: your brand is made up of a bunch of different gears that all need to be in place for it to function successfully. These gears are elements like your brand personality, brand message, the services/experience, marketing, and website copy. Brand design is just one gear of many that make up the well-oiled machine that’s your business.
If this completely shifts the way you think about a rebrand, you’re not alone! Many of my clients first come to me thinking we’re just going to give them a pretty website until they realize there’s so much more that’s involved.
Today, I’m going to take you through the benefits of implementing all these gears and the unexpected, non-tangible wins you can expect after rebranding the scientific way.
Before a rebrand, many of my clients say they want to appear more professional and show their potential clients the true value of their services. I always get so excited to rebrand someone’s business through our Signature Experience because it opens up this unique opportunity to completely transform their audience’s perception of their brand. Think of it as a glow-up. ✨
By focusing your rebranding efforts on all the gears mentioned above, you can craft a brand message and design that speaks to your ideal client and establishes your expertise in your field, elevating your overall credibility!
This second win rides off of the first win. So, now you’re riding high off of your freshly established reputation and feeling empowered by your position in your industry. Because of this, you’ll feel confident enough to raise your prices.
My clients often think raising their prices is the most intimidating step, even though that’s one of their primary goals. The reality is, though, if you’ve done the brand messaging right and niche down enough (see win number three), clients will perceive your services as one they won’t be able to find anywhere else. Suddenly, working with you doesn’t become so much about the price tag as it is about them wanting to work with you to get this once-in-a-lifetime experience they’ve been searching for.
I just mentioned niching down, which is another critical aspect of your rebrand. But wait, before you shrink away in fear at the idea of finding a tight niche, let me give you a real example from one of our clients.
Dynamic wedding photographer/videographer duo Cayla and David of Carhart Photography came to us exhausted from juggling several packages they offered to their clients, yet they were nervous when we told them to stick to just one of their signature packages. They thought they would lose a huge chunk of their clientele because fewer offerings = fewer clients, right? Not quite.
By taking away the other packages they offered, we strengthened their best performing (and favorite) service and made them well-known for one signature experience they could put all their effort into. They immediately started attracting their ideal clients, who respected their prices. They even booked $25,600 within 5 weeks of launching! That’s a whopping $5,200 a week. And the win goes beyond the number of 0s in their bank account because they booked weddings at their dream venue, with a dream planner, and with clients who cared deeply about videography and photography.
This one goes hand-in-hand with the win from above. By clearly communicating right from the get-go about who you serve and the market you serve, and being transparent about your prices, you’ll attract clients who respect your price tag. And this is true no matter what kind of clientele you serve. Because whether you’re in the luxury market or not, demanding your worth is the most telling sign of respect for your skills and expertise.
We’ve arrived at our very last unexpected result after rebranding, which is a shift in mindset that lets you dream bigger. I won’t sugarcoat it: rebranding is hard work and it can be frustrating. Especially if you haven’t considered all the distinct elements that go into a successful brand before.
But it’s also an enlightening experience because rebranding requires you to get intimate with your brand, its experience, its values, and its personality. Most of our clients find they have a newfound respect for their business and it frees them from this limiting mindset they had before. And with this new mentality, you can dream bigger. Rebranding is an enormous accomplishment, so give yourself full permission to ride that motivation train to accomplish all your goals!
Those are the 5 most unexpected but significant results you can expect after rebranding. Did you learn something new? Do you feel more empowered to rebrand and elevate your business? I hope so!
And if you’re ready to score these wins for your business, but not sure where to start, come talk to us! Our team is super eager to meet you and help you find the success your brand deserves.