There’s a whole host of reasons you’d want to rebrand your local business:
Your product and service offering might be outgrowing your name and website.
You might have found a new location close to the center of town.
You feel a facelift might revitalize a flagging business.
Whatever your reasons, they must be good given the work it takes to rebrand. It may be the biggest and highest-risk challenge you’ve ever faced. The tone of voice, website design, color scheme, logos, directory listings and sales process may all need to change at once. It’s not an easy or quick switch.
Interest in a local business’ rebranding isn’t as strong as big brands enjoy, so you can kiss that viral piece on the evolution of your brand goodbye. Unlike Pepsi or other big brands, there is a high likelihood few will notice a logo change from a small business.
Involve your audience
Are you looking for a whole new audience or an expanded one? Either way, it’s worthwhile involving your current customers in the rebranding process, even if just in a small way.
First, survey your customers on what they already like about your brand so you can avoid losing those elements in your new branding. Learn why they came to you initially and, almost most importantly, why they stick around.