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| p.1 #9 · Rebranding... when is it a good idea? |
Marcus Watts wrote:
I would not change too much if what you have is working and those prices seem good.
The site looks nice and the work is beautiful.
I think we may have created this idea that if you brand then everything else falls into place which is why so many bust their chops trying to brand then burn out because no work comes in after all is set in place.
I'm not trying to completely put you off of the idea but bear in mind that you can end up becoming so focused on things others tell you are important that...Show more →
Thanks Marcus for your feedback! I do hear what your saying that a lot of people get bent out of shape on branding. There is a lot to be said for having a working business model, but how can someone standout if they don't take some time to update and refresh their visual identity every few years. I think its important to have the very best site and brand possible. Look at companies like BMW that pour tons of money/time into creating a brand. Even if their cars weren't the best in the segment, people would still buy them! Just look at Jasmine Star... her work (honestly) isn't that great/groundbreaking, but it's really her brand that allows her to succeed so well!
Tony Hoffer wrote:
Welcome! I just shot in Greenville a few months back. Beautiful town!
1. While I haven't rebranded in a long time, I will say that it sounds like you're just looking to change your visual identity rather than rebrand. A true rebrand is a much more holistic, disruptive and large-scale change. If you're simply looking to change your visual identity, then your brand shouldn't be hurt at all, but rather enhanced. My tips would be to find out what your brand is first, then change your visual identity to strengthen that or nudge it in the direction you want it...Show more →
Thanks Tony that was really helpful! I really like what you said about being a risk taker. I guess that's a lot of what this decision comes down to. Sure I have a business that is working well right now, but I'm a strong believer that your business is either shrinking or growing, and if your not constantly working to grow your business then it will start shrinking. I've worked a lot on the backend marketing side of things but haven't really done a real deep dive on my brand, with the upcoming off-season coming up I think it might be a good idea to take a look at it. Besides, since next year is so full already, it will give me a cushion to see if the new brand/site is hurting or helping me, and I can always go back if need be.
I've been quoted 8k for a full rebranding, design of all my marketing materials (pricing guide, displays, business cards, ect.), and a new website. While it's a lot of money I think it's reasonable for the amount of work they will be putting in as a team. Plus they are willing to trade out for some photography services, which can either bring down the cost a bit, or they can do a promo video as well. They don't have a preferred photographer right now so I'm sure that doing a rebrand with them could bring in a bunch of new jobs. They frequently have clients that need photo shoots.
Tony, I also like what you said about finding what my brand is first and then changing my visual identity to form around it. I think this is more of the direction I want to go in. I don't want to do a full "rebrand" but just shift my direction and update my visual identity.
I'm not really seeing a specific goal here. This sort of sounds like the commonly held idea that businesses constantly need to be growing (an idea I disagree with, BTW). So without understanding what this "next level" is we can't determine whether what you currently have will get you there or not. Having said that the profile you're putting out is pretty general (we win awards, we'll travel anywhere, we work candid, etc). It isn't really differentiating at all. Having said that it doesn't have to be because you are booking a lot of middle market work and you are...Show more →
Thanks for giving your feedback! I can definitely see that you have a very different viewpoint than most people (and most of the things I've read). I agree with you that I need to set more definite goals before I go and rebrand. But what about the flip side? What if I don't set specific goals, get my website and visual identity updated, modern, targeted, and useful, and see where that takes me? I think there is a lot to be said for having a top-notch website and visual identity, especially in a field where that is the first and sometimes only impression I can make on a potential client. I'm not sure how a wordpress theme will really help me stand out.
1 - I think design is massively overrated and (this is my own super-unpopular opinion) design choices often serve to qualify good clients out of working with you more than they bring the right people in. I realize that is an unpopular stance but that's what I've come to believe. Having said that I do think visual identity matters most at the middle levels of the market. If you were planning on moving upmarket I'd spend less and do-it-yourself (another unpopular opinion I'm convinced of).
I think you may have a good point in here but I'm not seeing your logic behind it. Can you explain a bit more?
Don't change anything if it's working well and you're happy with what you're doing. Keep doing what you're doing.
I think I saw this quote on the wall at Kodak, just before they filed for Chapter 11