Finding the disconnects and gaps in your brand can help you elevate your brand and create deep connections with more clients.
Branding is the big buzz word these days. Everywhere you go, people are talking about it. Heck, when I was talking to my Aunt last summer, who is in her 70s and whose husband is a trapper, she mentioned that their church was talking about rebranding. It is the popular thing to do these days, but how do you know if you really need a website rebrand.
I hear so many people say that they love their brand. I recently met a couple who had their website redesigned. When I first met them, they were ecstatic about their new website and couldn’t wait to show it off to whoever was a willing audience. I was presenting at a Networking Meeting on the benefits of a great brand “Blossom into yourself so your business can flourish”. By the end of the presentation, they were mortified and said they were completely dissatisfied with their website when they realized their brand was targeting the wrong audience. A rebrand that is strategically executed will position you to attract your ideal clients.
Branding is a culmination of messaging + visuals + interactions based on the words you use to describe your business. When you use the right words and visual elements to describe your brand and voice, you will rediscover your authentic self and amplify your brand. Branding encompasses a number of areas in your business:
- The client experience you provide for your clients.
- How you want to be perceived.
- How you want your clients to feel when they visit your website.
- What you want to be known for.
- Who you want to attract to your website.
So, how do you know if your website needs a rebrand? Ask yourself these questions:
1. Are you embarrassed to send prospects to your website?
Let’s face it! The reality is that most people go check out your website to get familiar with what you have to offer and how it will enhance their life. If you are not proud to send prospects to your website then you ‘ve lost an opportunity to build trust and authority.
Tip → Use high quality photos to display on your website that are either professionally taken or stock images. Ensure they are aligned with your brand colours and vibe.
2. Is your website out of date?
Your website is an invitation into your business and like a house, can instantly captivate your visitors or turn them away. If your house is dated and not properly maintained, potential buyers are instantly reserved about what to expect when they enter the house. The same applies to your website and can be another lost opportunity for new clients.
Tip → Update your visual elements to reflect modern design trends while maintaining your brand vibe and authenticity. This could be as simple as updating your photos, fonts, or layout.
3. Does your website no longer represent who you are?
As entrepreneurs, we are continually evolving and growing. We change our offerings to satisfy the needs of our clients. We become more comfortable with who we are as a business owner, more authentic. It’s possible that your website is presenting you as someone you’re not, visually and verbally.
Any disconnects with what you offer, the results you deliver and how you interact can cause mistrust with your visitors. When people believe that you can deliver the results you promise, they can picture themselves working with you. They get excited about working with you and they can imagine how their life will be better after working with you.
Tip → Update your visuals and messaging to showcase your new authenticity and offerings to amplify your brand.
4. Is your website attracting your ideal client to your business?
A website is an investment that is intended to captivate your ideal client and guide them on an engaging journey of building trust and authority to the point of buying. When you target everyone, you get no one and it is harder for you to be recognized as the perfect high value solution.
It may be the most beautiful website, but if it is attracting the wrong clients to your business, then your chances of converting them and enjoying working with them are greatly diminished.
Tip → Get clarity on what you do and who you do it for. Identify their paint points and create solutions that will give them the results they are looking for. Then update your messaging and visuals so they can picture themselves working with you.
5. Is your website converting leads into buyers?
Inconsistencies in your branding can create a disconnect between what your visitors expect and what you are offering. Imagine entering a home that is warm, calm and inviting when you walk in. You expect to feel relaxed and comforted. And yet, when you walk into the family room, it is edgy, vibrant and energizing. This type of inconsistency can confuse your visitors because they won’t know what kind of experience to expect from you as a business owner which leads to questioning their buying decision.
Tip → Identify how you want to be perceived on your website and ensure that your visual elements and messaging consistently convey that feeling throughout your website.
Aligning your brand with who you really are, positions you to attract your ideal client.
If you’re like most of my clients, you have an intuitive sense when your brand is not aligned with who you really are. It’s not authentic to you and doesn’t position you to attract your ideal clients.
Branding is a very rewarding experience and you will discover many wonderful things about yourself and your business as you embark on the journey. Your awareness of your business will grow. Your vision for your business will expand. You will explore more possibilities.
A website rebrand positions your business for success:
- You will attract more of the clients that you love to work with – you know, the ones that energize and inspire you, the ones you want to give the world to.
- The work will be easy and effortless – it just flows because of your connection with your clients. You will hear things from your clients like “You just get me”.
- You will feel more confident to share your website and more confidence leads to higher trust and authority to deliver the results you promise.
- When people meet you for the first time, it’s like they already know you. They will naturally trust you because your messaging and visuals are aligned with how you interact with your clients.
- You will get more clients because visitors can envision themselves working with you. Your brand positions you as the ideal solution for them. They just know you will inspire and motivate them to transform their lives.
- And there will be ease in your relationships with your clients.
Evaluating your current website and business and finding the disconnects and gaps in your brand can help you elevate your brand and create deep connections with more clients. Identify ways to update your messaging and visuals to align with your brand and highlight your gifts that make you the perfect solution for your clients. But don’t stop there … get feedback from your clients. By intentionally improving your brand, you will position your website to attract more of the clients you aspire to work with.
The result … better clients and better projects. That’s what I want for you.