Is It Time To Rebrand?

How do you know if it’s time to rebrand? The best way to tell that I have heard so far is defined in the live video Salesforce released on their LinkedIn where Ebony Beckwith interviewed Kyra Kyles. Below is a summary of the this video called “Creating Your Personal Brand.” I’ll go over the signs you should watch out for and rebranding insight from when I rebranded.

Who are Kyra Kyles and Ebony Beckwith?

Ebony Beckwith is an operating executive at Salesforce, and Kyra Kyles is a multi-platform senior-level media executive, award-winning writer, and public speaker on issues of diversity and representation. Kyles highlighted in detail how to create separate brands for yourself and your business, and how they are connected.

Should I Rebrand?

According to the experts in the interview, you should rebrand if you are feeling boxed in. Rebranding is necessary and helpful when you’re holding yourself back. Focus on your purpose, not your title. You can promote into a corner and run out of room to grow; it’s what you do when this happens that defines you.

Kyles during the interview mentioned the importance of creating a brand for yourself separate from that of your job. It is so tempting to lump the two together.

When rebranding It’s Important to:

• Look at your goals 10 and 20 years from now and create a plan to reach them
• You can create your own opportunities if you don’t feel you can find any
• Not all visibility is not good visibility
  • Opportunities can present themselves to you, but unless it’s relevant to you it’s not worth your time
  • Avoid smoke and mirrors
    • Don’t try to mislead people just to fit into someone else’s “box”

Branding For your Digital Footprint

In contrast to years past, there are times when our business comes across to potential customers completely online. When branding for this type of marketing, Kyra Kyles’s mentioned it’s important to keep in mind the list below.  

• It’s impossible to be everywhere
  • Focus on consistency and your audience
    • Where will they be looking for your content
    • Will it be there when they are looking?
  • Remember that what you’re doing matters even if it seems small
  • All forward motion you make is bringing you closer to your goals
• Show up the way you are comfortable
  • People will judge you based on their own values and preconceived notions, and when they do, don’t question yourself or seem uneasy
  • Be sure-footed, you don’t need to over complicate
• Ask yourself what is your superpower?
  • Have a purpose, but don’t box yourself in
  • Your brand can change, in fact there are many times in which it should to allow for bigger and better dreams to be realized

How will a Name Change Impact my business?

As a Search Engine Optimizer (SEO) and Digital Marketing Expert, I recently went through the process of rebranding. I did it because the name of my business was hard for even my longest standing customers to remember off the top of their head, and it didn’t have important keywords in the title. Your business name and logo are two of the biggest opportunities you have to capture the traffic you want to see. If you find these are working against you, you may want to consider a rebrand. Reach out to find out how I did it and things to keep in mind for your rebrand.

Are you afraid the name of your business is bringing in the wrong traffic? Afraid changing your business name will lose you the small following you have? Fear comes from the unknown and being unsure of an outcome. However, as long as you pair a name change with positive Search Engine Optimization (SEO), you shouldn’t be afraid of a name change. That said, you may experience a dip in numbers for a month or so, which is normal. This is about how long it takes Search Engines to update your data across multiple platforms.

Are you trying to select a new name for your business? Forbes lists some great considerations in their article, 15 mistakes when naming your business, and SharedTeams goes into the SEO behind selecting a name.

Conclusion

When someone asks what you do, develop an answer that encourages people to ask more questions and gain a deeper understanding of your mission. Don’t box yourself in a position, or a company. Do create a brand, or purpose, that you align with on a personal level and another you align with on a business level.

Remember that not all visibility is good visibility; focus on your message and how to best reach the people searching for your business brand. Above all, don’t be afraid to make mistakes. Just fail forward – reach out for help and allow those mistakes to build your path to deeper knowledge.

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