How to Maximize Your Rebrand’s Impact
A case study on The Honest Image rebrand.
When the email came in that Marla Hursig of the Honest Image had seen a 44% increase in customers year to date past her rebrand to say I was excited would be an understatement!
To see 10% growth after a rebrand can be massive to any small business but 44%?! That’s phenomenal.
After the rebrand, not only did she see customers in her business increase, but in total she saw–
44% Increase in Customers Served
41% Increase in Net Sales
32% Increase in Items/Services Sold
These are simply numbers business owners dream about so after assessing the rebrand and what Marla did through her new brand, I pulled together 3 ways that the impact of her rebrand was maximized. So without further ado–
How to Maximize Your Rebrands Impact
CLARIFY COMMUNICATION
Knowing who you want to work with and why they should work with you is the start. Communicating your unique value in the market you’re in is imperitive to growth. In Marla’s case, the value and unique offerings of her service weren’t being communicated prior to her rebrand.
At the start of a brand design we have a Brand Strategy meeting where we go over details like your target market, brand history, business wins, pain points, and what characteristics you want your audience to think of when they see your branding. The Honest Image is a business that meets women where they are in their makeup journey. In a private studio in a one on one setting, Marla educates women on how to apply products in a way that highlights their natural beauty to leave them feeling ‘Honestly Beautiful and Exquistely You’.
The previous logo that Marla had (right) did not communicate clearly the timeless beauty and high-end experience that The Honest Image offers. It did not establish her to her desired target market as a luxury bespoke service. The printed materials used for educating clients on makeup application were a multiple page .pdf that seemed to overwhelm clients.
In rebranding, we opted for vintage inspired fonts and hand-drawn elements to give a classy yet approachable feel. We trimmed the educational printed materials down to a single brochure to be able to communicate as quickly and clearly as possible. Intentional and helpful client thank you gifts with the new branding were given to each client that came through the doors. When we built the new brand for Marla that communicated the unique and valuable serive to her clients clearly, they help but see what made her business stand out.
When you can clearly and quickly communicate what you do and why your audience should work with you, every stream of communication cant help but have a greater impact. A phrase I can’t shake, especially when it comes to marketing is “clear is kind!”
2. CLEAN THE CRANNYS!
Growing up were you ever told “ clean every nook and cranny”?
That is exactly what you have to do after a rebrand! You have to clean up allllll the nooks and crannys that your brand lives in.
Those old business cards? Throw em.
The website that has your old branding? Update it.
The signage with your old logo on it? Replace it.
Communication that doesn’t focus on your brand goals or target market? Rewrite it.
A rebrand is an investment but when done well helps to foster your audience’s trust and your ideal image in their lives.
Inconsistent branding can feel like interacting with an entirely different business when it comes to your webstite, social media, signage, or printed goods. Having consistent branding in every nook and cranny helps build your audience’s trust. According to Forbes.com,
Consistent brand presentation across all platforms (website, printed materials, social media, etc.) can increase businesses revenue up to 23%.
Marla had a great web designer (my gal Emma of Saltd Studio!), SEO specialist, and interior designer all follow the new brand guidelines for consistency. Every area of her business shouted luxury after the rebrand. She utilized social media templates we made her on her Instagram and Facebook and when flyers or promos needed made she used the brand guide as a basis.
To give clients a consistent experience you gotta clean those crannys!
3. CLEAN THE CRANNYS!
Something that sets The Honest Image apart is Marla Hursig’s authenticity. Marla is truly in it for the women she serves and takes twice as long to address their makeup needs than her competitors do. She even lets her clients bring in their own makeup to learn with even though she sells a great line of cosmetics. She invested in a rebrand to give her clients a luxurious experience.
Marla’s desire to give her clients the best luxury experience wasn’t a marketing move. It is authentic care that rings true in every area of her business.
To rebrand with maximum impact, your brand and messaging must be true to you and honest!
I hope these tips help you to maximize your rebrand and create the biggest impact possible in your target market.
Happy Branding!
Averi Llanes
View Marla’s full rebrand details here.
Ready to dive into creating intentional branding? Fill out the form below and let’s chat!
