“Should I rebrand?” It’s a question I get asked a lot. In fact, it might be one of the most common questions my wedding business coaching clients ask me, especially at the beginning. With four rebrands at B.LOVED blog over the past nine years under my belt, and having designed brands from scratch for my other businesses (B.LOVED Hive, Louise Beukes Creative, and The Brand Studio), it’s fair to say I’ve become a bit of a brand building expert. Now I help countless other wedding industry pros create and rebrand their own businesses as 1:1 clients at LBC, or as members of the Hive. I love a good rebrand! But sometimes, my answer is “NO”.
As creative entrepreneurs, many of us think visually. We’re surrounded by beautiful imagery every day. We spend hours scrolling through Instagram and curating our own feeds. As a business owner, you also have a LOT going on. Sometimes it can get a little overwhelming. So when the enquiries aren’t rolling in and it seems like everyone else is getting more bookings than you are, it’s easy to blame your branding and think that a rebrand will fix everything in one pretty swoop.
THE ONE MISTAKE YOU NEED TO AVOID
I love what I do, but it’s fair to say that there’s something of a rebranding epidemic in the wedding industry at the moment. Feel a little bored, or unsure, or seen a dip in sales or enquiries? Have a rebrand!
The problem, of course, is that a good rebrand requires a serious commitment of resources – both money and precious time. It can be a distraction from growing your business, a hindrance rather than a help. Jumping into it can be a costly mistake.
So how do you answer the question: should I rebrand? First, it’s important to take a step back and ask some hard questions about your business. Are there any other reasons that things aren’t where you’d like them to be?
BEYOND BRANDING: OTHER FACTORS TO CONSIDER
Here are some of the common mistakes I see wedding pros making with their businesses:
You’re not marketing effectively. The truth is that ‘build it and they will come’ doesn’t work (unless you’re Kevin Costner with a baseball field). If you’re not telling people you exist, they won’t find you. It’s as simple as that! Take a close look at your marketing strategy (if you even have one!) and try to think of ways you can make your brand more visible. You need to help clients get to know, like and trust your business before you can hope to start converting sales.
Your audience isn’t big enough. It doesn’t matter how effective your marketing strategy is if you’re reaching the same ten clients over and over again. If this sounds familiar, it’s time to take another look at your target market and put your energy into widening your reach on social media and via your mailing list.
You’re not focusing on your client. Be honest. Is your sales copy all about you, your story, and why you love what you do? There’s nothing wrong with making things personal, but on its own, it won’t make that all-important connection with potential clients. It’s all about understanding their needs and showing how you can bring value to them. Tell them what you can do for them first, THEN follow up with what you do and how you do it!
You’re desperate to make the sale. Ouch, I know. We’ve all fallen victim to an overenthusiastic sales person. Don’t be that guy! Sales is all about psychology, and part of that is striking a balance between helpfulness and desperation. Look at sales calls and consultations as opportunities to discover more about your clients and whether you’re a fit for one another, rather than just seeing pound signs.
You’re repeating the same mistakes. If you do what you’ve always done, you’ll get what you’ve always got. It’s a cliché because it’s true! It’s time to take a ruthless look at your sales processes and identify what isn’t working. Then change it.
SO SHOULD I REBRAND?
Ultimately, only you can decide whether rebranding is the right option for you. I’ve also considered some of the right reasons to consider a rebrand in this blog post, which may help. And of course, if you need help working on some of the factors above, or someone to help point you in the right direction, I’m always happy to help! (Book a discovery call here.)
Need help with sales, marketing and business? The Hive resource library is packed full of training videos, podcasts and workbooks to help and support you. Sign up to the membership waiting list here.