Does Your Brand Need A Re-Haul or Refresh?

In this episode, we're going to be talking about whether or not your brand needs a re-haul or just a refresh. 

This is something that can feel really confusing, because you're not really sure how much attention things need - if you should start over, or if you should just do some tweaking.

More specifically, we're covering:

• Key components when considering a brand re-haul or refresh
• A brand refresh versus a brand re-haul
• Upcoming episodes of The Visible Entrepreneur

P.S. I highly recommend the Converting with Color Masterclass. It’s completely free, and it’s a bit over 60 minutes of intensive education that will really open your eyes to the world of color.

Transcript

Welcome to the visible entrepreneur podcast season five. I'm your host, Michelle Lewis, founder of visibility vixen. I've spent years studying color psychology, branding, visibility and publicity, all geared to help you hit your goals faster than anyone else. I'm a TEDx speaker, Amazon Best Selling Author and have helped 1000s of entrepreneurs worldwide with their visual presence. This season, we're diving deep into color, why it's needed, how to use it in your branding, and how audiences subconsciously and physically react to it. My goal is to help you blow up your brand in the best way to attract your ideal audience, subconsciously, I run two programs, the color course and the visibility lounge. So if you're ready for growth, go to visibility vixen.com To get started today, in the meantime, let's dive into today's episode. And if you think this is a topic that a business bestie or a friend of yours, or even a relative would love, do me a favor, forward it to them. And let's dive in to this episode. Hey, welcome back. Today, we're going to be talking about whether or not your brand needs a rehaul or just eerie, fresh. This is something that can feel really confusing, because you're not really sure how much attention things need, if you should just start over if you should just do some tweaking. So I just wanted to bring in my perspective to help you analyze this and figure out what would be the best move for you. If you have not dug into the color masterclass, I want to encourage you to do that it is such an amazing 60 minutes that will really give you a lot of background into color psychology and what the biggest brands in the world are doing strategically with color. So I will link that below. But if you're listening, you just want to type it into your search bar, you will find that invisibility vixen.com Ford slash color masterclass, I would love to see what you think a lot of people have really been loving it. So I'm sure you'll be one of them. And I cannot wait to hear. So when you're looking at what your brand needs is it need a rehaul doesn't need a refresh. What you should be working towards, there are some key components to consider. So I'm actually going to walk you through these step by step so that you can do a mental assessment while you're listening, or watching to see which one is going to be the best fit for you. Okay. Alright, so some of the symptomatic things that we want to look at are what's working and what's not working for your current branding. The first thing I like to look at is how long have you been in business? How long have you had this same branding? Has it been a few months, a year, multiple years, if it's just a few months, you may not have even really started this process, this may just be really rough for you. And in that case, this may be more of a rehaul process. If you've had it for a year only, maybe it's just a refresh. But if it's been multiple years, I would say three or more. It's probably time for a rehaul in your branding. That's what I would definitely say. Alright, so the next question that we want to consider is we want to look at why you picked your brand colors. Sometimes a lot of time, people say that they pick their brand colors because they liked them. And if that's the case, as you've probably heard from the last few episodes of the show, that may not be the best indicator, if these are the right brand colors for most importantly, your ideal client as well as your brand in the future. So it's just because you liked them that I would consider definitely doing a rehaul. If you hired a branding expert or web designer who chose the colors for you, then it's time to look at what those colors really mean. And if they chose correctly a lot of times, if the questions aren't done in an intensive process, and if the meaning of color isn't understood, then what you're really looking at is the bias, which is never intentional, but the natural bias of the branding expert or web designer who chose these for you thinking that they might be the best. So I would definitely do some research and see if it's just a rehaul. Or if you do I'm sorry if it's just a refresh or if you need to do an entire brand rehaul based on the truth of what the color needs to be for your brand. If you've picked your brand colors, after much research and study, then you're probably on the right track and you don't need to do much work. The only thing that you may need to work on is your tonal color harmony and making sure you have the right shade to match your business's personality. So those would be my suggestions there. The next thing you want to look at this would be number three is can you tell someone in one sentence, why your colors resonate with and support your audience? I'll repeat that. Can you tell someone in one sentence why your colors resonate with and support your audience or your ideal client? If you can fantastic You are on the right track. If you cannot, if that would be really challenging, then we're looking at needing to do some more intensive study on color.
Okay, now let's look at your business overall, is your business attracting followers quite easily on social media? Or wherever you are chatting with people on a daily basis? Is it struggling to grow a following? Is it happening but very incrementally? Or is it really stagnant? If it's stagnant, or it's very, very, very slow growth, then you're going to be looking more at a rehaul something needs to change, right, we need to be able to change your attraction process. And a lot of that is visual. So that involves color. If you are attracting them very easily, then chances are you either need a refresh, or you can just leave things as is because it's clearly working for you. All right, when people go to your website, I want you to identify which of the following is true. Number one, crickets have taken over no activity, hardly any visitors, you're not seeing traffic subscribers or consistent opt ins or sales. Or number two, but subscribers and customers trickle in. So they're coming, but they're coming quite slowly. Or number three, you're gaining subscribers and customers from your website, pretty hands free. I want you to look at that I want you to analyze if things are really slow, if things are completely stagnant, we're looking at time for rehaul right time to do a breakdown of what your brand is and to rebuild it with all of these considerations, specifically with color in mind, if things are working pretty well, then you're either looking at not having to do much or just do a refresh. Sometimes people will come to me and say, okay, feel like things are working really well. But I'm just not feeling aligned with the brand. And if that's the case, then I know that the tone of color that was chosen for them, usually by a designer, it's the wrong shade. So we leave things as is we analyze the tonal color harmony, we figure out which palette they truly fit into. And we just adjust the branding colors to the new palette. Sometimes it means a new photoshoot not all of the time. But it's just that little tweak. And then all of a sudden, the person feels great about things and they're putting themselves back into their brand and their marketing, and they're feeling really great about it. So that might be the case for you, as well. Alright, so when people buy from you, what do they tend to do? Do they devour your content, and they want to buy it from you again quickly or interact with you engage with you. They're seeing big results, you're, you know, having that ongoing relationship? Are they immediately going quiet? And you notice that they don't renew their subscriptions? Or they're not upselling? Very much? Or is it somewhere in the middle? It's really important to look at this because you want to see what happens after people buy to see are you continuing to support them not just of course with what you're offering. But with that visual fuel. Remember, you have a primary color and a secondary color. Primary color is the first emotion you want someone to feel the first time they look at your brand. The secondary is how you support them through their client process. So obviously, if people are buying, but they're not staying, of course, we want to look at your client retention process and make sure you have all the things done on the back end, that definitely needs to happen. But if those things are done, and they're still a struggle, you might be going, huh, maybe this is a part of why my brand isn't resonating with my clients. So in that case, it would definitely need a bit of a rehaul. Okay, now I want you to look at the current emotional state you feel about your brands the way it is, are you feeling really doubt about it? Are you feeling like you're on a sinking ship? Are you not getting on camera? Taking photos, doing live streams, however you deliver your public free content? Are you shrinking back from that? Are you feeling a little bit bummed and not super creative? But you're just kind of sailing along? We're not in like the down in the dumps stage yet? Or are you feeling really excited and energized and you're in it and you're posting and you're feeling great about things?
If you're not feeling great about things, something needs to change, because it's nothing is going to magically happen to bring you out of feeling down about your brand unless we change something right. So if you've been feeling that way, we definitely need to get into either a refresh or a rehaul because there's obviously something that is not working. So we want to do that. So all of these questions are going to help you figure out whether or not you need a refresh or a rehaul. So let's define that for refresh, all that means is doing some tweaking. Sometimes this can be as simple as you haven't done a photoshoot in two years, you're ready to put when together with the brand that you feel really confident about. So get out there, do a photo shoot, right? Get it done, have your brand colors going on, really just enjoy that process. It can also be doing some tweaks, getting a website refresh, making sure that things are working. It also could be maybe changing out your secondary color, maybe changing out some of your accent colors, that can sometimes be a really nice refresh for a brand. A rehaul is where we take your current brands. And we figure out okay, what are the big moves we need to make to change what you're attracting and what you're personifying in your business. This means re, maybe you haven't done it before, looking deep into the meaning of all the colors, looking deeper into your ideal client, and exactly where they need support, what they're feeling and thinking and where they're wanting to go in their lives. Because that's a huge indicator. If you're not crystal crystal clear, you're not going to choose the right brand color, because about 90% of the decision of your primary brand color is with them. So if you don't know them, if you don't know them in detail and feel confident you're not going to choose the right color. So with the rehaul, we break that down, we figure out what are the true colors that we want to use and our brand the intention behind them, we put together the brand palette, and that's when everything changes, the social media, the website, the photo shoots, the stock photos, the brand videos, all that stuff changes, right. So if you feel like you know what, I'm ready for either rehaul or refreshed and want to dig deep into this, highly recommend joining the color course, that is where we go into all this in crazy detail. The reason why the color course is so impactful is because it alters everything about your visual presence. So this isn't just a one and done in terms of okay, I chose the right color. And now I'm moving on. This is going to affect every single thing that you post, this is going to affect what you were in every single meeting or in front of your audience. This is going to affect how you communicate your messaging on your social media. It affects everything and that's why it is so so key. So if you are one of the many people who has not given the tools that you needed to brand successfully, I want to highly recommend that you join us over in the color course so we are having a blast over there and I think you'll really enjoy it. You can find that at visibility vixen.com I would love to hear what you think of the color masterclass what you think about this if you think your brand needs a recall or a refresh, feel free to reach out to me on any social media channel visibility VIX, and I would love to hear from you. And if there's a specific part of color psychology that you want me to cover, please let me know send me a DM. I'm always taking that into consideration as I build these episodes. This one was a little shorter, a little sweeter, hope you loved it. I will see you next time. In the meantime, thanks for being here. Tune in again. Next week, we're gonna be talking even more about color. And specifically, let me bring this up so I can list what our next episode is about upcoming episodes, we're gonna be talking about why your ideal client determines 90% of your brand color choice. Why Your website is not converting traffic to subscribers, the biggest branding mistakes of top businesses in 2021 How to create a brand that leads to a high converting visual presence and why your brand needs both a primary and secondary color. So stay tuned. I'll see you next week. Thanks for being here. I hope you love this episode as much as I did. Now we're all about building a tribe here as the visible entrepreneur, so be sure to subscribe, leave a five star review and then head on over to the Facebook group. It's a great place where you can practice your video, live stream and really enjoy the community that we have built. In the meantime, I'll see you in the next episode. Now get out there and get more visible