The benefits of rebranding a small business

My guide to rebranding a small business with handy checklists to help you prepare

Having a strong, reputable brand plays an important role in establishing your presence in the market, standing out from the competition and building authentic connections with your ideal clients. But, rebranding a small business isn’t just about design, it’s about refocusing your strategy, aligning your goals, redefining your vision and creating lasting connections with your audience, that ultimately, win you more business.

So, how do you know when to rebrand your business? What is rebranding? And, how can you find the right designer, or brand strategist, to help you achieve your goals? This article explains why you might need to consider rebranding, with checklists on how to get started and how to choose the right designer.

Let’s break it down.

What is the process of rebranding a small business?

Rebranding is a process of research and analysis to identify, or readdress, the values and core beliefs that make up your brand, and prescribe a creative solution that communicates this authentically with your target audience.

Rebranding can help you to refresh your brand from the ground up and understand the ins and outs of what you do, who you do it for and, why you do it, which in turn helps you to connect with your ideal clients. But don’t worry, rebranding a small business may not be as daunting, or costly as you might think – many of the brand values and core beliefs may already be there… They just may not have been articulated in a way that your ideal clients can understand yet.

What are the benefits of rebranding a small business?

Once your brand is clearly defined, a pathway is revealed to make way for purpose-driven, strategy and design that forms the essence of your brand’s visual identity, personality, messaging and consumer touchpoints (like your website or Instagram page for example). These touchpoints will communicate your values and beliefs to your audience in a way they can easily relate to, and connect with.

1. Stand out from the crowd (Brand positioning)

A well positioned brand, will help you stand out from your competition and be a welcomed relief from a noisy market. Your ideal clients will have a much easier time finding you and begin to form a positive perception of your business.

2. Making lasting connections (Brand affinity)

Consistent branding has the ability to turn your target audience into your biggest fans by showcasing brand affinity (the specific set of beliefs and values that you both share). People crave connection and to feel part of a like-minded tribe of people. So, when you are open about who you are and what you stand for, you have the opportunity to form lasting connections with your tribe.

3. Competitive edge (Brand leadership)

Through clear market positioning, a strategic brand direction and a memorable visual identity, you will start to gain an edge over your competitors. It is this edge, or brand leadership, that will inspire your clients to keep coming back and recommend you to their friends and family.

4.Talent and Recruitment

Rebranding also has the power to attract your dream team, not just your ideal clients! People who believe in your business, will want to work with you helping you achieve your goals and build a beautiful working environment.

Checklist No.1: Do I need to rebrand?

We’re embarrassed to send people to our website.
Our logo and visual identity no longer represents who we are and what we do. We’ve evolved, but our brand hasn’t.
Our marketing has lost focus and our messaging has become difficult to understand.
Our Instagram and social media profiles aren’t growing.
We’re losing money on expensive advertising that isn’t attracting our ideal clients.
We’re struggling to raise our prices and feel like we’re always discounting.

If you checked more than 2 or 3 of the above concerns, it may be time for a rebrand. Now, let’s explore how you can prepare your business for a rebrand.

Checklist No.2: Getting ready to rebrand

What you need
A list of goals you want to achieve with the rebrand (this will help determine the level of work we will do together).
A growth mindset, openness to change and excitement to explore your brand’s potential.
A tick of approval from your key business stakeholder/s and/or investors (if that’s you, great!).
Gather and collect all your existing brand collateral including current brand guidelines and marketing material.
Work out what you estimate the return on investment (ROI) will be from a successful rebrand.
Consider a realistic budget and timeline that will help you achieve your goals.

Now you’re ready to start looking for the right design partner.

Checklist No.3: Choosing the right brand strategist or brand identity designer

Just like branding, it’s important to make a meaningful connection with the right agency, studio or designer. Here are a few things to think about when making the right choice.

Things to consider
Do you like the style of their work? Does it match with your aesthetic preferences?
Do you and the designer share similar values, interests and communicate well together?
Does the designer ask “what would you like”or do they dig deeper and ask “what’s your vision and goals for the rebrand?”
And most importantly, do you have a good gut feeling about working with them. Do you trust that they can help you achieve your rebranding goals?


Rebranding a small business can provide a number of benefits with the potential to grow and scale your business by creating deeper and more authentic connections with your ideal audience. But it may not always be necessary, and it may not be a dramatic change either. A slight brand tweak, or refresh could be all that’s needed. So, it’s important to understand the reasons why you are thinking about rebranding and what you want to get out of it.

The main thing to remember is: what goals have you set to achieve for your business? And is your brand (in its current state) holding you back from achieving those goals? If you’re unsure, feel free to get in touch for an obligation-free discussion to help you decide whether or not rebranding is the right move for your business.

Did these checklists help you? Let me know by following me on Instagram or connecting with me on LinkedIn and leaving a message.

Unsure about the difference between branding and logo design? Check out my earlier article on what is branding.

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