20 Rules to Evolve Your Brand
You’ll hear me use the word “rebrand” from time to time. It’s a good word for those of you who have completely outgrown your entire current website, messaging, and possibly even clientele.
But the truth is that it’s not actually representative of what we do around here.
What we do is more truly described as Brand Evolution.
The Brand Evolution process is one that I’ve honed over my decade in business and it’s very different from what most people think of when they think of a rebrand project.
It’s a continuous cycle of tightening up your clarity, strategy, sales, and marketing.
It focuses on the changes that actually need to happen for you to reach your business goals (and leaves the fun, shiny stuff as the final cherry on top).
It’s heavily tailored for service-based brands.
And it’s very likely the most holistic and substantial approach to brand development you will find out there for small businesses.
Here are my top 20 rules to make your next brand evolution effort (or rebrand) the one that changes everything.
Because pouring your resources and time into your brand development should be game changing beyond refreshing how things look and sound online.
This isn’t a website relaunch, it’s a complete upleveling of your business from vision to offerings to brand presence.
There’s no rush! This is an evolution, not a one time project. You can roll it out one critical piece at a time (and often, the website is not the most critical piece!)
Validate your new messaging and offerings before solidifying them into a shiny new website. I call this doing the “dirty work” first.
Clarity comes before creative. Uncover your next level business direction, offerings, and messaging BEFORE engaging with a designer or writer.
If you don’t, you’ll end up rushing those decisions and missing out on big opportunities for growth and upleveling. Or you’ll end up with a new wrapper on your same old business and brand.
Declare who you’re becoming, not who you currently are.
Declare who you REALLY are, not who you think you need to be.
Be courageous with your messaging and your promises. Instead of holding back to stay safe, choose a promise that inspires you to grow and improve.
Align that promise with your natural gifts and passion, and you’ll be on solid ground. More than able to rise to the challenge!
If it feels comfortable, you’re not quite there. Choose the brand message and positioning that scares you.
If it feels simple and easy, you might very well be there! Pure truth does not need to be complicated.
Get ready to get sick of it. If you change your message and brand every time you’re tired of it, you’re missing out on the chance to truly become recognizable and memorable to your people.
Be a broken record. Don’t be afraid to repeat yourself across your entire brand presence. A strong message and brand strategy means you don’t have to reinvent the wheel every time you create something.
Brands need meaning, value, and originality. Branding is not just about being different! It’s about being relevant to the needs of your clients and connecting with them on a deeper level.
Set yourself apart based on your point of view – your own unique beliefs, knowings, stories, and values that define what you do and how you do it.
Let your personality shine through, but don’t count on it as the sole means of differentiation. That’s how you end up in a box.
Believe in yourself! Take a chance on yourself! You do NOT have to change who you are to create a successful and transformational brand. Do. Not. Compare!
Think twice before DIYing. If you’re an established founder or CEO of your small business, you’re almost always better off hiring a pro and staying in your own zone of genius.
Watch out for your defaults. Where have you simply settled for “how it’s usually done?” This is an opportunity to shake things up.
Don’t hedge your bets. Take a chance on the possibility that you CAN attract only that next level client, offering ONLY what you’re called to offer, being 100% unapologetically you. Give Plan A a chance to fail before settling for Plan B ;
Oh yes, and one more thing: THERE ARE NO RULES!
Everything you've been told to do as you grow your business is an invitation and an opportunity and not really a rule. Nothing works for everybody. Almost everything works for somebody. Your most important asset on this journey is your own self-trust and willingness to try things out, even when they might not work out. So always take what resonates, and leave the rest.
I hope that this list helps to protect you from a disappointing branding effort. I'd love to hear which rule gave you the most food for thought, or if any questions rose up for you when you read this.
If you've outgrown how you've been showing up, we can walk you through this process with expert care and finally articulate the brand, message, and business vision that TRULY represents YOU and grows your impact, visibility, and earning potential. Tell me about yourself and set up a call with me here.
To evolving your brand, your way!
Lisa