The Surprising Essential Ingredient For A Successful Rebrand

Colors and logo? Yes — but only after you’ve found your story.

“What’s the best way to go about rebranding, whether you’re changing your current business completely or adding a new direction?”

This question comes up a lot in masterminds and forums but rarely gets attention in courses, videos, and blog posts.

Usually questions about rebranding refer to colors, logos, and type fonts.

Those are good questions.

But it’s more productive to begin with, “Do I need a new story?” followed by, “How will the story change my message?”

For example, a business owner I’ll call Louise had been quite successful in helping stay-at-home moms increase productivity as they juggled the demands of family and business. A business coach suggested she expand her business by targeting female corporate executives who are also juggling family and business.

After some research, Louise realized this new target could be quite lucrative. But she knew she needed to rebrand — and that meant a messaging makeover as well as a website makeover.

“Ouch! Rebranding sounds like a lot of work.”

When I worked with Louise, she originally expected to continue her brand with the Role…