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How to Re-brand Your Business Without Alienating Your Customers

Ready to update your brand and refresh your look? First, stop and think. Is it really necessary?

Re-brand your business

If you’re running a small business, your marketing budget is limited. If you’ve used your current brand for a while, the recognition and goodwill you’ve built up are worth money.

But if your business focus has changed, or your visual brand is dated, you might need to do an update.

So how can you keep the brand recognition you’ve already built up and re-brand your business so it evolves into what it needs to be?

Update Your Tagline First

Writing a new tagline for your business is the easiest branding change of all. Taglines aren’t part of your legal business name, so changing them doesn’t involve a visit to a lawyer, or new checkbook from your bank.

To learn to create a tagline that works, read How to Write a Terrific Tagline.

Remember, keep your tagline to seven-eight words at the most. Summarize what your business offer that makes it different from your competitors. If you’re making a change, incorporate the new offering in your tagline.

How to Update Your Visual Brand

If it’s your visual brand that needs updating, here’s how I recommend you re-brand and retain the goodwill, trust and recognition you already have. Ask yourself this question:

What bothers you the most: is it the colors, the font, the logo?

Tackle the one thing that’s most bothersome and leave the rest intact. So, if your color palette looks dated, come up with new colors, but use the same fonts and logo design.

If your logo is terrible, update it, but use the same colors and fonts.

What If Your Whole Brand Needs a Makeover?

What if you’re ready to ditch your whole visual brand and do something else?

This is a tough situation that’s best to avoid if possible, because you’ll have to start building brand recognition from scratch. If you must start fresh, know you’ll have a long, uphill climb, and will need to use all the marketing tips you learn here to establish your new brand.

Remember, branding isn’t all about logos. Your brand encompasses your total customer experience.

In many ways it’s easier (and more tempting) to tweak your logo than it is to redesign your customer experience. If you’re ready to do a brand overhaul, be sure your other brand elements are pulling their weight, too.

Question of the Week

Have you re-branded your business? If so, how did it go for you? Tell me about it in the comments!

Pamela Wilson

Pamela Wilson

Pamela Wilson is an online educator, author, keynote speaker, and the founder of BIG Brand System.

Pamela Wilson

I want to help you take the next step. Pick your free workshop topic and let’s do this!

5 thoughts on “How to Re-brand Your Business Without Alienating Your Customers”

  1. We’ve been working on it a while since I am transitioning to a different industry but am well known within my established field. So, we decided to use my nickname for the brand, and then the two different businesses below it.

    The draft tag line for the new venture under ARKtech is “Taming Technology – Helping Your Online Business Reputation & Getting You Rankings That Roar!” As for may brand, ARKlady | Taming Technology & Animals. And for the animal division, ARKanimals | Taming Animals via Technology.

    I’ve been pondering (still) over the redesign of the logo and color palate (as you know by now LOL)
    keeping within the same colors but considering three as each segment is different. We are hitting a higher end market in the new division so I am looking at richer colors and perhaps sticking to the safari them.

    The logo has recognition within my previous industry so I am thinking a variant, perhaps using gold or bronze within the logo (which has been either black, clay red or green according to the role) and creating a crest of some sort (still pondering) so that we can make the predominant color online different according to the division but still have the brand recognition similar across the three divisions.

    It has been quite the process, when we first created my image, way back when–as an animal behavior training firm, everything was green and ivory. Might be good to go back to basics.

    • Diana, your question a while back inspired me to write this post, so thank you!

      Thanks for sharing your process, too. It’s fascinating how designing a simple symbol brings up all these other issues that need to be clarified. It can really help people to think through their offerings, which is always a good thing. 🙂

  2. When I started by blog again after it was hacked over two years ago, I did change it a bit, in terms of re branding. However that was mostly related to colors an the context of the blog.

  3. Good morning, Pamela.

    I wish I had found your article a year ago – I’ve only just discovered what a tagline is and for the past 12 months I’ve been publishing with the tagline ‘Just and other wordpress site’. Not good for letting people know what the site’s about!

    I have recently changed it, but with your tips I think I’d better revisit and see what I can do to improve it.

    Many thanks,

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