If you’re in the business of selling, you know that having a strong brand is important to your success. But do you know how often your branding should change or refresh? And what happens if your market shifts or your customers’ needs change? Sometimes you need to invest some more in your personal brand to keep growing your business.
Below are the six best times for you to work on your brand based on our experiences with branding.
1. When You Enter Into Your Industry
During the height of the pandemic, many people changed industries or decided to start their own businesses. With the wave of new businesses exploding all at the same time, you’re bound to encounter competition in the industry you want to be in. Here’s where branding your business right at the outset will pay off in the long run.
One of the best times to build your brand is when you’re starting fresh in your industry. Creating your brand gives you an identity that customers can remember and relate to. You’ll find that the process of building your brand will also help your business find focus and direction. Branding yourself is what will set you apart from your competitors. Your brand acts as your point of differentiation even if you’re stepping into a new industry for the first time.
2. When You Re-Enter Into Your Industry
Many people left industries they’ve been in for many years to pursue something different. At the same time, many people who have taken time off for various reasons are thinking about re-entering the industry. But the person who comes back after so many years may have changed in ways that are more fitting of a new brand.
This is where rebranding comes into play. For example, a veterinarian leaves the industry as a practicing veterinarian. When she returns a few years later, she is still passionate about caring for animals but not as a practicing vet anymore. Instead, she wants to position herself as a national speaker and influencer on the subject of the common sense care of animals. She needs to create a new personal brand for her new position, and that requires a brand refresh.
3. When Business Is Booming
You still need to continuously invest in your branding even when your business is doing well. Your personal brand is your unique selling point and demonstrates the value you deliver to your customers. There are so many new businesses popping up every day, and your brand is what will help you stay competitive. Show your audience that you can grow with the times and are attuned to changes happening every day.
So that brings us to the issue of time. It’s easy to put off investing in your brand when business is booming and you feel like you can’t stop and work on your brand. But the truth of the matter is, if you wait until a slower time to work on your brand, it may already be too late for the next business cycle. Investing in your brand during busy times helps your business stay consistent through the ebbs and flows of an ever-changing market.
4. When Business Is Slower
When you experience slower business periods, you want to maximize your time then by working on the most important thing for your business — yourself. Working on yourself means changing your own circumstances in the face of external changes you have no control over. This may mean reinvesting in your brand identity and brand messaging.
When business is slower, it’s a good time to create content to get your brand messaging to more people. The more quality content you produce and share, the more people you will reach. Use your content and marketing channels to show your expertise and unique selling points. Engage with customers on social media and continue to build relationships. Changing what you can control and focusing on your branding will help get your business rolling again.
5. When Long-Term Opportunities Appear
Anytime there’s a shake-up, that means some opportunities disappear and some new opportunities appear. The pandemic is a good example of a shake-up that closed some doors for people but helped them look for new doors to open. The important thing is that your focus needs to shift with these new opportunities, and that may mean a brand refresh.
This doesn’t mean that your entire brand needs to change. Sometimes it just requires shifting your call to action, not your entire brand. Of course, there’s also nothing wrong with investing in rebranding if the long-term opportunity calls for it.
6. When Your Brand Is Not Defined, Developed, and Displayed Properly
None of the previous five reasons apply if your brand has not been defined, developed, or displayed properly. This may mean that you haven’t identified your ideal customers or what sets you and your business apart.
You haven’t created a solid brand identity that can be used to develop your other branding elements for display on your marketing channels. Use our BrandFace SCORE tool to find out if your brand is performing well and where it could use some improvements.
Many people think they already have a personal brand, when in fact they don’t. If you’re not sure if your brand is set up for success, discuss your brand with us today and watch as your investment in your brand leads you to higher grounds.
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BrandFace® is a personal branding firm for entrepreneurs and experts who want to STAND OUT from their competition and attract their ideal customers so they can become recognized and sought-after authorities in their space. Tonya Eberhart & Michael Carr are the partners behind BrandFace. Their mantra is, “People don’t do business with a logo. They do business with a person.”