Why your brand will evolve over time

While there’s huge opportunity when a brand remains consistent, it’s natural for your brand to evolve over time.

Hear me out: We’ve been fed a belief that because larger corporations don’t shift their brands often, small businesses shouldn’t either. Too often, business owners believe their brand has to stay the same forever when your brand is going to evolve over time. That's especially true in a small business.

It’s tempting to believe that because you’ve already put your resources towards an amazing design or website copywriting that you shouldn’t change it up, even if it’s no longer aligning with your brand. That internal struggle can slow you down.

When we keep ourselves from rebranding or shifting, we’re preventing ourselves from moving into the next thing because we’re too afraid to change. In other words, you’re denying yourself that next step which could uplevel your personal brand and your offerings, too.

At this point, it’s time to thank it for all it has done and move on, whether that means a new visual brand, business name, audience, or website. There are tons of ways to move on and still maintain a sustainable, authentic brand. 

I work primarily with solo women business owners. Whenever an individual has a business where they are the only person, perhaps with a few contractors or employees supporting them, that business is built around that person and their specific skills & values. Over your years in business, you’re going to grow and change, much like if you were in a corporate job. You aren’t necessarily going to stay in the same role forever.

In a traditional job situation, you’d likely be promoted after a few years or realize you want to explore your career in a different part of the company or at another business altogether. This is all to say that you’re going to grow and change no matter how much you love your job. In the same way, we shouldn’t deny our businesses the opportunity to grow and change if that’s something you feel is right. 

Whenever I build brands, I build them values-up because your beliefs aren’t something that change often, if at all, followed by your audience. When we do this, it’s easier to change the external features of your brand, like your website voice or your design, if a bigger foundational element is changing.

You may have realized you’ve been working with a certain audience for a long time but it’s time to shift into another audience entirely. It’s also possible your services just don’t match what you want to be doing on a regular basis. For example, if you’re a service-based business who wants to offer more digital products.

Whenever something is no longer serving you, I invite you to take a look at the layers of your brand and ask, what isn’t working? Are you no longer working with ideal clients? Have you largely changed your offerings or considered doing so? These are some great starting points that help you identify what it is that’s no longer working in your brand. 

From there, we can reconstruct your brand voice, change up how you’re speaking about your services, and evolve the visual brand to match your marketing strategy, too. We do this because different audiences have different desires and expectations. To truly evolve as a brand, it’s vital that you speak to these new audience struggles so they have confidence you can solve their problem.

Something to remember: you’re allowed to grow & change. You have the innate ability to evolve in whatever way feels truest to you. It’s only natural for your business to evolve with you. This is your permission slip to take the next step!

Is it time to evolve your brand? Check out the two-day strategy intensives where we examine your existing brand, discover the pivot point, and ensure you’re building a values-first brand. Together, we’ll cultivate your brand voice, visual brand, and a marketing strategy that serves you and helps you grow into this next phase.