Signs It's Time To Redesign Your Company's Brand
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Free PDF Download Icons For Small Business Branding - By Erin Ferree |
When you first start a small business, you create your brand based on your hopes and plans for the future of the company. Sometimes this is based on experience, but more often than not it's based on a guess.
Then once you actually start doing business, you may find that your business isn't following the same path you set out on.
And now for something completely different
Just like in Monty Python, everything can shift and change in your business. It may even take a whole new direction.
But changing everything in your brand isn't a matter to be taken lightly. Redesigning a brand requires a solid business reason.
What "solid business reason" can cause a brand change?
Even though I believe that it's important for a small business to design their logo for life, there are occasionally big reasons for a business to redesign their logo—and even rename—their businesses.
What kinds of change are big enough?
- Company name.This seems obvious, but if you change your company name, it's important to redesign your logo and marketing materials to signal the change. Don't just put the new name with the old logo and hope that no one notices. If you don't redesign the logo, it can seem a bit "fishy" to attentive customers—why did the name suddenly change? Changing your brand design will also make the change more noticeable. You'll be less likely to receive checks made out to the old company name (and that you can't deposit in your new bank account).
- The structure or way you work.If you've gone from personally serving each and every one of your clients to having more staff members that work on accounts, a brand change can ease the transition. The new brand can help reset service expectations. For example, a move from being Jennifer Perkins Consulting where Jennifer herself works solely on all accounts to being the Rocket Process Consulting Group where a team of consultants who all report to Jennifer work on the account makes perfect sense.
- Drastically changing services.If you were an interior designer and now you're going into staging, you might be able to keep your logo and just rewrite the copy on your marketing pieces to reflect the change. But if you're growing your company into an architectural redesign and interior remodeling company, a redesign of your brand may make more sense. It will show the change in your business. This can also make your existing clients more open-minded about hiring you for projects in your new area of expertise.
- New target audience.If you're going from consulting with hospital staff members to consulting with government agencies, it may be appropriate to change your brand to better appeal to your new clients.
- You offer different benefits to your clients.If you've refocused your business to create different results for your clients or to solve a different problem then a brand change may help.
If your business has changed in any of these major ways, it's time for you to re-examine and redesign your brand. The new brand will perfectly fit in with your "now completely different" business.
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Free PDF Download
Icons For Small Business Branding
- By Erin Ferree
About the Author: Erin Ferree
RSS for Erin's articles - Visit Erin's website
Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up.
She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery.
She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil.
In the rare moments when she's not obsessing about branding or design, she can be found hugging her corgi-dog Stanley, going for long walks, cooking improvisationally, or throwing parties so her friends can enjoy them.
Click here to visit Erin's website.

More from Erin Ferree
How To Brand Your Livestream
Related Forum Posts
Re: Local Advertising for your online business
Re: UPDATES: New Campaign! New Layout! New Ideas!
No B.S. Time Management
Book: Soloing: Realizing Your Life's Ambition
Re: What's in a Name?
Share this article. Fund someone's dream.
Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
What kinds of change are big enough?
- Company name.This seems obvious, but if you change your company name, it's important to redesign your logo and marketing materials to signal the change. Don't just put the new name with the old logo and hope that no one notices. If you don't redesign the logo, it can seem a bit "fishy" to attentive customers—why did the name suddenly change? Changing your brand design will also make the change more noticeable. You'll be less likely to receive checks made out to the old company name (and that you can't deposit in your new bank account).
- The structure or way you work.If you've gone from personally serving each and every one of your clients to having more staff members that work on accounts, a brand change can ease the transition. The new brand can help reset service expectations. For example, a move from being Jennifer Perkins Consulting where Jennifer herself works solely on all accounts to being the Rocket Process Consulting Group where a team of consultants who all report to Jennifer work on the account makes perfect sense.
- Drastically changing services.If you were an interior designer and now you're going into staging, you might be able to keep your logo and just rewrite the copy on your marketing pieces to reflect the change. But if you're growing your company into an architectural redesign and interior remodeling company, a redesign of your brand may make more sense. It will show the change in your business. This can also make your existing clients more open-minded about hiring you for projects in your new area of expertise.
- New target audience.If you're going from consulting with hospital staff members to consulting with government agencies, it may be appropriate to change your brand to better appeal to your new clients.
- You offer different benefits to your clients.If you've refocused your business to create different results for your clients or to solve a different problem then a brand change may help.
If your business has changed in any of these major ways, it's time for you to re-examine and redesign your brand. The new brand will perfectly fit in with your "now completely different" business.
Related Articles
When Is the Right Time to Redesign
Turn the browsers into buyers…
The Domino Effect of Changing Your Logo
Signs
Exceptional Business Leaders Know How to Find and Read the Signs Do You
Home Business Lead: Use The Latest Website Design Ideas to Grow Your MLM Lead List
Entrepreneurs – How Do You Design A Marketing Strategy?
The Power of a Brand Name and how to make your own brand powerful
Let Me Tell You About A Truly Great Brand
Redesigning Websites is a Need Of Time
Redesigning websites is a need of time
The Brand Provides The Key ... or You Have What It Takes!
5 Reasons it Pays to Have Passionate Brand Advocates
A case for rebranding - catalysts for brand revitalization
What I learned about branding on my summer vacation
Some Home Based Online/Offline Money Making Ideas Which Can Be Profitable
Article # 21 Can’t Sell Or Talk On The Phone But Own A Business?
Achieve High-Impact Publicity Using Custom Signs
3 Leaders Who Follow the Signs
What Is The Role Of Custom Signs In A Successful Business Promotion?
Free PDF Download
Icons For Small Business Branding
- By Erin Ferree
About the Author: Erin Ferree
RSS for Erin's articles - Visit Erin's website
Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up.
She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery.
She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil.
In the rare moments when she's not obsessing about branding or design, she can be found hugging her corgi-dog Stanley, going for long walks, cooking improvisationally, or throwing parties so her friends can enjoy them.
Click here to visit Erin's website.

More from Erin Ferree
How To Brand Your Livestream
Related Forum Posts
Re: Local Advertising for your online business
Re: UPDATES: New Campaign! New Layout! New Ideas!
No B.S. Time Management
Book: Soloing: Realizing Your Life's Ambition
Re: What's in a Name?
Share this article. Fund someone's dream.
Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
|
Free PDF Download Icons For Small Business Branding - By Erin Ferree |
|
About the Author: Erin Ferree RSS for Erin's articles - Visit Erin's website Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up. She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery. She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil. In the rare moments when she's not obsessing about branding or design, she can be found hugging her corgi-dog Stanley, going for long walks, cooking improvisationally, or throwing parties so her friends can enjoy them. Click here to visit Erin's website. How To Brand Your Livestream |
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