The Right Time to Rebrand
Rebranding is a tough business—trust me, I know. In June, I tied the knot on one of the best days of my life. Since then, I've been making the slow transition of legally changing my name from Melissa Ginsiorsky to Melissa Yeager (seriously, I'm pretty sure I'll be at this for years). With this monumental life change, it became very clear that a personal rebrand was in order.
My rebrand meant more than reinventing my visual identity. It meant changing the name by which quite literally everyone knew me—no small task. We'll delve into the challenge of changing your brand name in a future post, but for now let's focus on identifying the right time for a rebrand.
What is a brand?
I'm sure you've heard the term “brand” many times in your travels, but what does it mean? A spiffy-looking logo with a catchy tagline? A nicely designed website? Not quite.
Beyond the Logo
A logo is definitely essential and its value shouldn't be underestimated. Your logo acts as the face of your business, which makes you recognizable to the world. Investing in a quality logo can work wonders in terms of elevating or refocusing your audience's perception of your brand. Ideally your logo will be distinct and memorable, but it can't do all the work. The real job of a logo is to set the stage for the rest of what's to come.