Over the past few months, I went through the process of rebranding the business that I started almost six years ago. The reason I rebranded my business was because I was outgrowing it, and my message didn’t match who I’ve grown to be.

My business grew from one tiny freelance writing client into a full fledged media company, and I wanted the appearance and the message of my business to match what it grew to be, not showcase how it started.

Part of me was sad to part ways with my old business including its old name, old logo, old message, and even old colors. However, I think what makes business owners stronger is when they recognize what can be improved and aren’t afraid to take the steps to change things. So far, it’s been a change for the better for me.

If you feel like your business needs a fresh, new message, don’t be afraid to undergo a rebrand. Here are the steps to take you there:

1. Evaluate Which Parts of Your Business Aren’t Working

Think about your business as a whole. Is there one particular service that people never buy and one that people always seem to purchase? Is there a product that gets returned the most? Do people know you for your quality, your service, or your people? You can give your customers a survey or just go through each part of your business yourself. Cut out anything that isn’t performing or anything that just doesn’t excite you anymore. Businesses do better when they are attached to a passion and a goal.

2. Update Overall Appearance, Logo, and Color Scheme

You want your customers or your clients to know that you’ve spruced up your business. Consider updating the appearance of your website, your logo, and even your color scheme. The colors I used for my business in the beginning were bright and a bit preppy. I changed everything from hot pinks and lime greens to a more muted navy and dark tone that came across as a bit more professional. You might not think color or a website’s layout makes a difference, but it absolutely does. It affects the way your customers and clients perceive you so update everything and make sure your website especially is easy to navigate and working properly.

3. Be Patient With the Process

A rebrand isn’t something you should do quickly or rashly because you all of a sudden don’t like the name of your business or some of the services you’re currently providing. A rebrand is essentially a shift in the way you do business, in the way you want people to perceive you. So, take all the time you need to carefully decide how you want your business to look in the future. After all, after your rebrand, you could keep the same colors, logo, tagline, and business cards for years to come so make sure you’re 100% happy with the changes you want to make.

Ultimately, a business rebrand might be exactly what you need to get motivated and reinvigorated to expand your business, acquire new clients or customers, and move your brand to the next level of excellence. So far, it’s worked out great for me, and I hope it works out well for you too.


Catherine Alford is the go to personal finance expert for educated, aspirational moms who want to recapture their life passions, earn more, reach their goals, and take on a more active financial role in their families. Named the Best Contributor/Freelancer for Personal Finance in 2014, her writing and expertise have been featured in dozens of notable publications and in national media.

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