If you’re feeling bored or stuck in your business, you might be wondering if it’s time to rebrand to make things feel fresh and new again. But boredom isn’t a brand strategy. So, how do you know it’s time to rebrand? Here are six questions to assess if a rebrand makes sense for your business, and one case study to back it up:
- Have you change or pivoted your service or offerings?
- Have you changed or expanded your target audience?
- Have you added a new product line that needs its own identity?
- Has it been more than 5 years since you last audited and updated your brand to align with the times?
- Do you need to disassociate yourself from bad press or a negative brand perception?
- Have you recently started a new business?
If you said “yes” one to even just one of these questions, it’s time to at least consider a rebrand. If you said “yes” to two or more if these questions, it’s time to rebrand.
A Case Study in Rebranding: Christy Wright
This was the position Christy Wright, top-rated speaker, best-selling author, and business coach, found herself in when she started working with Lindsey Beharry Design Co. She left Ramsey Solutions, her company of 12 years, to pursue a new calling on her life and career: to become a speaking coach.
With this new business, Christy expanded her service offerings from business coaching to include speaker coaching, under which she offered new products. She also wanted to expand her audience from women’s small business owners to include men and women business leaders, coaches, authors, speakers, and pastors in the faith and business space. (If you’re keeping count, that’s four yeses to the questions above!)
The Rebrand Challenge
Our main goal—and biggest challenge—was to shape her new brand to appeal to men and women in both the business and faith spaces. She wanted each side of her business to feel distinct, yet cohesive to the rest of the brand.
Christy already had a large and dedicated audience, so she also didn’t want to lose the confident, professional, yet hopeful, fun, and friendly essence of her brand.
The Rebranding Solution
To retain her authority and professionalism, we looked to the colors and fonts. We kept her existing font, Gibson, which has a strong and bold presence and her signature navy blue color.
To retain a sense of hope, fun, and the friendly and encouraging “you got this!” attitude her brand is known and loved for, we looked to her brand photos, which highlighted her smiling, laughing, and dancing, and naturally fun energy.
From these images, we pulled in a cascade of softer and warmer colors of beiges, mid-tone blues, and rose golds and textures, inspired from her wardrobe, such as jean, leather, silk, and metallics to complement her signature color. We also added a script font, Turbinado Bold, to add another touch of approachability.
The combination of the deep navy and neutral color palette lent itself to a gender neutral vibe and we used color groupings to highlight the different sides of her business. The dark and mid-tone blues are the primary colors for all things speaking and business, including courses and speaking engagements. While the lighter, neutral palette became the primary colors of the faith side of her brand, which included her podcast, merchandise, and free devotionals.
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The Rebrand Outcome
Once the creative direction was set, we built out a brand guide to help maintain the look, sound, and feel of her brand as her business rapidly grows and she brings on new staff.
The Brand Materials
We dove right into designing logos and materials for her courses, as well as cover art for her podcast.
The project culminated with a new website that launched alongside her new faith-based podcast Get Your Hopes Up, both of which reach thousands of visitors, followers, and listeners every day.
If you’ve decided you’re ready to rebrand, book a free consultation to get started right now.
Download the free Hire a Brand Designer Prep Kit to learn how to assess a designer and ask the right questions to get the results you want. Includes an interview prep sheet, designer evaluation checklist, and rough pricing scale.
