In our previous post, we discussed the importance of both re-evaluating your current brand and brand voice and recognizing that you currently have a brand and brand voice worth re-evaluating! If that sounds a bit confusing, it’s important to explain that we discussed in-length the self-defeating position that many entrepreneurs and small business managers find themselves in when evaluating the importance of their brand and brand voice. If you happen to believe that your business is too small or insignificant to warrant an investment of time, resources and/or money into re-evaluating your existing brand and potentially rebranding, your brand and brand voice may never reach their full potential or, worse, may actively hinder your ability to attract new customers and grow your business. Many entrepreneurs and small business managers also believe that they lack the ability to do even a cursory examination of their own brand and brand voice, which is also self-defeating if the decision is made not to make the monetary investment to consult an expert.

No matter what you may believe, and no matter how small or insignificant you may believe your business to be, your brand is important – in fact, it’s more important than ever, simply because there are digital platforms and tools at your disposal that range from free to extremely affordable. These tools can leverage an effective and well-developed brand to potentially attract more customers and to elevate your business in the eyes of your industry, your community and your competitors. With so much marketing and branding power available to your business, why not spend the time to personally re-evaluate your brand and determine whether or not rebranding is worth it to you and your business?

Is Your Brand Still Relevant?

The first step in properly evaluating your brand and brand voice is assessing the relevance of your current brand. It’s possible that your business hasn’t grown, introduced new products or services, or changed and evolved in a significant way since your brand and brand voice were established. Yet it’s important to note that your brand can and should change based on your changing and ever-evolving goals and aspirations for your business. Young professionals are often advised to dress for the organizational role they want, not the one they currently have. While professional attire has evolved (or devolved, depending on your opinion) over the years, the sentiment remains the same: it’s important to present an image or brand based on where you want to be, not just where you are right now.

Is Your Brand Unique?

Whether you believe it or intended it when you established it, your business is unique. Why are we so sure of this fact? Because if there really was absolutely nothing unique about your business, it would fail. Whether it’s the quality or personal touch you apply to your products or services, the knowledge or expertise you provide your clients, or even simply the geographical location of your business, something sets it and you apart from your competitors. However, your customers and target market may not be aware of the uniqueness of your business, which is why it’s so important to ensure that your brand and brand voice accurately portray and convey it to others.

Is Your Brand Successful?

Last, but certainly not least, it is important to determine whether or not your existing brand and brand voice are successful, boosting your revenue and growth. If you haven’t witnessed an increase in customers or a growth in your business since it was established, and this stagnation can’t be readily attributed to any outside factors, it may be time to have a professional re-evaluate your current brand and brand voice in order to determine if it is hindering your business in some way. No business can survive in the long-term without both customer and revenue growth, so don’t let a substandard brand hold you back from achieving your professional dreams and building successful business that will stand the test of time.