Building a brand from scratch is no small feat. For many small business owners and entrepreneurs, the journey begins with DIY branding—creating a logo, picking out colours, and coming up with a tagline that sums up your business. It’s often a labour of love, but as your business grows and evolves, there comes a point when DIY efforts may no longer reflect where your brand is today.
Your brand is more than just a logo or a catchy tagline—it’s the perception people have when they think of your business. As your company matures, your brand should grow and adapt with it. If it doesn’t, it can become a mismatch between who you are and how you’re perceived. In this blog post, I’ll highlight the signs that it might be time to rebrand your business and how a professional approach can help you align your brand with your current business goals.
DIY branding is often the most accessible option when launching a business. It allows you to get creative, experiment with designs, and establish a brand identity without having to hire outside help. It’s a great way to get off the ground, especially when budgets are tight.
In the beginning, DIY branding can be enough to make your business recognisable and communicate its basic values. It helps establish your presence in the market and gives you something to rally around as you grow your company. However, as your business scales, so too should your brand. What worked in the startup phase might no longer be suitable when you’ve expanded your products or services, entered new markets, or evolved your vision.
So how do you know when it’s time to leave the DIY approach behind? Here are some things to look out for:
If your brand looks like it’s stuck in the past, it’s time to consider an update. Visual trends change and a brand that feels fresh and modern today might feel outdated a few years down the road. Customers notice when a brand hasn’t evolved with the times, and it can affect how they perceive the quality of your products or services.
Consider your logo, colour scheme, and typography. Do they still represent the energy and professionalism of your business? Is your logo simple and adaptable for different mediums (such as social media, packaging, and print)? If your visual identity feels out of sync with modern designs, it could be pushing potential customers away rather than attracting them.
Inconsistency is a common problem with DIY branding. When you’re managing everything yourself, it’s easy for your visual identity and messaging to look and sound different across your website, social media, and marketing materials. Maybe you tweaked the logo a bit for your website and used a different colour palette for your Instagram posts. These inconsistencies dilute your brand and can confuse your audience.
Consistency across all platforms helps build brand recognition and trust. When customers see the same visual elements, tone, and messaging across all touchpoints, it reinforces the idea that your business is professional and reliable. If your brand looks and feels different depending on where your customers find you, it might be time for a professional rebrand to establish clear brand guidelines.
When you first start a business, your brand reflects where you are at that moment. But as your company grows, your audience might change, your offerings could expand, and your mission may evolve. If your brand identity no longer aligns with where your business is today, it’s a sign that you’ve outgrown your DIY efforts.
Maybe you’ve gone from being a one-person operation to having a full team. Perhaps you started as a local business and now you’re reaching a national or even global audience. Or maybe you’ve shifted from offering just a few products to a whole range of services. Whatever the case, your brand should grow with your business to ensure that it accurately reflects who you are and what you offer.
One of the most telling signs that it’s time to rebrand is when your customer perception doesn’t match the image you want to project. If customers are consistently misunderstanding your brand or associating it with something outdated or irrelevant, that’s a major red flag.
For example, you may have started your business selling a specific product, but over time, you’ve pivoted and now offer something completely different. If your brand still communicates the old product or mission, you’re likely losing out on customers who might be interested in your new offerings.
A professional rebrand allows you to reshape your narrative and position yourself correctly in the market. It’s a chance to define who you are today, not who you were when you first started.
If you’re entering new markets, whether geographically or in terms of customer segments, your brand may need to evolve to meet the needs and expectations of your new audience. A brand that resonates with local customers might not have the same appeal on a national or international level. Likewise, expanding from a niche market to a broader customer base often requires adjustments to ensure your brand speaks to a wider audience.
A rebrand can help you reposition your business in a way that appeals to new customers while maintaining the loyalty of your existing ones. It’s about finding the balance between honouring your history and stepping into new area with confidence.
As your business grows, so does the competition. In the early stages, your DIY brand might have been enough to stand out, but in a crowded marketplace, you need a brand that truly differentiates you from others. If competitors are overshadowing your business with more polished, professional branding, it could be time to invest in a rebrand that positions you as a leader in your industry.
A rebrand can give you a fresh edge, allowing you to highlight what makes your business unique and why customers should choose you over the competition. It’s an opportunity to craft a brand that not only catches attention but also builds long-term customer loyalty.
Messaging is just as important as visuals when it comes to branding. If your brand messaging feels scattered or unclear, it can confuse potential customers and weaken your brand’s impact. DIY branding often results in messaging that isn’t fully fleshed out, leading to mixed signals about what your business stands for or what it offers.
A professional rebrand involves crafting a clear, consistent message that resonates with your audience. It’s about telling a cohesive story across all touchpoints, from your website copy to your social media posts. When your messaging is aligned with your business values and goals, it helps customers connect with your brand on a deeper level.
If several of the signs above resonate with you, it might be time to consider a professional rebrand. But what does that process look like, and how can it benefit your business?
A professional rebrand goes beyond just making things look good. It involves strategic thinking and a deep understanding of your business, your audience, and your goals. A branding expert will take the time to understand where your business has been, where it is now, and where you want it to go. They’ll help you craft a brand strategy and identity that not only looks professional and modern but also resonates with your target audience and supports your business growth.
Your brand is the face of your business—it’s how customers perceive you and what they associate with your products or services. While DIY branding is a great starting point, it’s not always enough to support long-term growth. As your business evolves, so should your brand. If your visual identity feels dated, inconsistent, or no longer aligns with your goals, it might be time to consider a rebrand.
Investing in professional branding is more than just an aesthetic upgrade; it’s an opportunity to elevate your business, strengthen your reputation, and position yourself for future success. If you’re ready to take your brand from DIY to polished, a professional rebrand could be the next step in your business journey.
Need help with your branding? Get in touch today and see how I can help.
