Kathy had loved offering her services as virtual assistant. But during a call with her mastermind group, she realized it was time to pursue her dream of becoming an author and a speaker. This meant it was time to start the rebranding process on her website and in her business.
Rebranding doesn’t have to be complicated or difficult. However, there are a few key missteps you’ll want to avoid to make the process smoother. Here’s what you shouldn’t do…
Cast Off Your Old Audience
Yes, you’re going in a different direction. But that doesn’t mean giving the cold shoulder to former clients or suddenly ignoring colleagues that were excellent sources of referrals.
You don’t want to damage your reputation or hurt those you’ve worked with in the past. So be kind and patient during this phase. Simply explain that you’re going in a new direction.
Keep in mind that your network may still be able to help you reach your goals. A former client might put you in touch with an event coordinator who needs a speaker. An old colleague may know a publisher who’s looking for a writer that specializes in your niche.
Not Telling Anyone
Don’t suddenly change your brand overnight without telling anyone. This will lead to a lot of confusion and might cause your customers some stress. Remember, your customers and clients have supported you on your journey.
Invite your community into your journey as you make your new shift. Explain that you’re excited about this new direction and give others a way to support you. For example, you might say, “I’m delighted by my new brand name. Would you do me a favor and give my new Facebook page a like?”
Changing Too Much Too Fast
Kathy watched another business owner change her brand name, website, offers, and customer base within a short time frame. She changed so much and so quickly that her old customers felt lost.
While you definitely want to let your customers know the change is coming, don’t feel like you have to alter everything at once either. It’s OK to redirect your website to a new URL but keep the same theme. This gives your audience a chance to adjust to your new direction.
Rebranding isn’t an overnight process. Don’t be afraid to slow down and take your time. You’ll enjoy the process more and your community of customers, clients, and colleagues will be more likely to support you in your new adventure.
