15 Brand Clarity Questions to Ask Before Rebranding Your Small Business
It’s easy (and oh-so common) for us as business owners to get so accustomed to seeing our own brand day-in and day-out that we begin to tire of our visuals, copy, and website. We work so deep into our brand every day we’re up to our necks in our brand colors, tag lines, and brand messaging. And sometimes that wears on you, doesn’t it?
You’re so used to seeing your brand every day you start to wonder if it is starting to lack its previous luster. So, you may find yourself wondering if it’s time for a rebrand.
Before you dive headlong into the beautiful process of rebranding, let’s first consider if it’s truly needed and ask a few important questions that will help you find some brand clarity.
What is brand clarity?
Brand clarity refers to how well consumers understand the difference between brands. It’s important for marketers because it helps people choose products that meet their needs.
Think about what makes your brand unique. It’s not just about being different from other brands – it’s also about making sure people understand exactly who you are and why they should choose you over others.
And, think about what makes you stand out in a sea of competition. It’s how well you communicate your brand identity to your audience.
What is your brand identity?
Your brand identity is the sum total of all the things that make your company distinct from its competitors. Branding is the process of communicating this identity to your target market.
You are your biggest differentiator! If we design your brand by harnessing the power of who you are with what you do, it will make all the difference. A strong brand identity begets strong brand clarity - and both are the first stepping stones to a successful rebrand.
Why do brand clarity and identity even matter?
When you have strong brand clarity and a solid identity you speak, create, and present your brand in a way that aligns with your identity and values.
This clear, authentic brand presentation boosts your Know-Like-and-Trust factor (aka, winning brownie points with your target audience.)
The KLT factor is a powerful selling tool that speaks to the right audience with authenticity and connection. Your audience will trust your expertise, know your values and vision, and like the personality and experience of your brand. And, the more trust you build, the more likely they will be to work with you and advocate for your brand.
What role do brand clarity and identity play in the rebranding process?
You’ve probably heard about rebranding before, but what does it really mean? Rebranding is a process that involves changing the way people think about an organization or product.
Businesses will often rebrand as they grow, discover more of their core values, and gain more strategic vision. It’s not a swift undertaking that should be taken lightly. Rather, it’s a process that should strategically move the business forward into its future.
Your brand is built from unique DNA composed of your core values, mission, vision, and deeply rooted beliefs. As your business grows and you grow, these foundations shift, deepen, and grow richer. Your brand - comprising brand messaging, visuals, and strategy - should be refined.
15 brand clarity questions to ask before rebranding
So how do you get started? If you’re thinking about doing a rebrand, there are some things you should consider first.
One of the biggest mistakes companies make when they do a rebrand is not having a clear vision for how they want their brand to look and feel. Casting vision begins with having clear goals, priorities, and values.
If you’re not hyper-clear about what you offer and what you stand for, how can you expect others to be? A good place to start is by asking yourself some questions.
These questions should help you clarify your message and make sure you’re communicating effectively:
Who am I?
Why do I exist?
What does my company stand for?
What values do I live by?
What do I believe
What do I want to accomplish?
What do I want my customers to feel when they interact with me?
What do I want them to think about me?
What do I want others to say about me?
What do I want the world to know about me?
What do I want every customer to know about me?
What do I want potential customers to know about me before they work with me?
What do I want prospective employees to know about me?
If I have a team, what do I want current employees to know about me?
What do I want partners to know about me?
Answering these 15 questions will till the soil and begin to unearth your core values, beliefs, and foundations that will define your brand going forward.
Now, take it one step even deeper with my favorite brand clarity exercise in my free Discover Your Deepest Why workbook. In this workbook I’ll guide you through discovering your why behind your business, clarifying your values and differentiators, diving into your brand identity, and identifying how you can showcase it online!
