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When It’s Time for Re-Branding


Dana Susan Beasley, Branding for Success bloggerRebranding by Dana Susan BeasleyYou may have been in business for awhile and have all your branding done. But is it time to update your look?

That is exactly the position I find myself in. Over the years, my business has grown from greeting card publishing to ebooks to homeschooling curriculum to educational business resources. Now I am expanding into inspirational fundraising books.

As my company has grown, I have grown and changed, too. Because of all this growth, I feel it is time to update my brand.

But my changes are minimal. I needed a color scheme that fits more with my personality and one that could complement all my products and services.

This is a gradual process as I incorporate my new logo into my website, marketing materials, and products. In fact, one of my big goals this year is to completely revamp my website.

So when is it necessary for you to re-brand?

It may be, like what I described above, that your home business has grown over the years and your logo no longer reflects what you do. It might be that you need to update it slightly for the times. The most important factor is consistency. That’s where my brand was experiencing trouble. I needed a logo to tie in all my different products.

The other important factor is what I call perception versus reality. If your target market perceives you are one thing and in reality you are another, than you have problems and you need to re-brand.

This decision requires careful consideration, though. You may have what’s called “brand equity.” This is name recognition with your audience and you don’t want to risk confusion of your identity. This could trigger loss of revenue.

You also may have invested in banners, websites, business cards, and marketing materials. This takes a lot of work and expense to replace, so before deciding to re-brand, take this into consideration also.

A re-brand may be just what you need to kick your company up to a new level. Give it serious, thoughtful consideration and you will experience branding success in your home business!


ABOUT THE AUTHOR: Dana Susan Beasley, the creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start now.

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