Ep. 27 Thinking About Rebranding? Do These 4 Things First to Set Yourself Up for Success
Thinking about rebranding your business? First of all, congratulations! A rebrand can be such an exciting stage in business growth. You’re probably envisioning a shiny new logo, fresh colors, a polished website, updated photos, and everything finally feeling “put together.”
But before you start pinning Pinterest boards or scrolling font libraries, I want to pause you for just a second.
A successful rebrand doesn’t start with visuals. It starts with strategy.
If you don’t take the time to get clear on your offers, your audience, your goals, and your overall brand strategy, you risk spending thousands of dollars and endless hours on visuals that don’t actually solve your business challenges.
That’s why I’m walking you through the four things you need to do before you rebrand your online business.
Listen to this episode now 👇
Or listen on your favorite platform: Spotify | Apple Podcasts | Amazon Music | YouTube
1. Validate Your Offers
It doesn’t matter how gorgeous your new website looks if your offers aren’t selling.
Your services are the product your business exists to deliver. And a strong brand can’t compensate for a weak, confusing, or misaligned offer suite. If you’ve ever caught yourself thinking, “A rebrand will fix my business,” take a hard look at whether the issue is actually your branding—or if it’s your offers.
Validating your offers means:
You’ve sold them multiple times.
They’ve consistently delivered results for your clients.
You have testimonials, feedback, or case studies to use in your marketing.
You feel confident explaining what you do, who it’s for, and why it matters.
If you’re still stumbling to describe your offer, constantly tweaking your services, or struggling to sign clients, a rebrand is not the solution. At this stage, your focus should be on proof of concept. Work with a handful of clients, refine your process, and gather real-world feedback before investing in a major rebrand.
A DIY brand is more than enough while you’re getting traction. Once your offers are solid, your rebrand will actually have the power to amplify and accelerate your growth.
2. Talk to Your Audience
Too many business owners create brands in a vacuum. They never actually ask their clients or followers what they need, what they struggle with, or what makes them hesitate to invest.
Your brand is the bridge between you and your audience. It’s what connects their challenges to your solutions. And if you don’t know what they’re thinking or feeling, that bridge will collapse.
Market research doesn’t have to be complicated.
Start by asking simple but strategic questions like:
What were your biggest struggles before hiring me?
What made you hesitate to invest?
What changed after working together?
You’ll be amazed at how much clarity you get when you hear people explain their pain points and transformations in their own words. And the exact language your audience uses is marketing gold—you can infuse it directly into your website copy, social captions, and client experience.
If you want a deeper dive on this, I did a whole episode (Episode 7 of The Six Figure Brand Podcast) on how to use client feedback to improve your business.
3. Define Your Goals
A lot of people treat rebranding as a victory lap — a reward for how far they’ve come in business. And while celebrating your growth is important, a rebrand should be about the future, not the past.
If you rebrand without clear goals, you’ll end up with visuals that feel “off” within six months, wasted money, and the constant urge to start over.
There are two kinds of goals you need to define:
Business goals: Where do you want to be in 1–3 years? Do you plan to raise your prices, shift industries, expand into an agency model, or grow into new markets? A rebrand should last you a minimum of three years, ideally longer, so it needs to align with where you’re going.
Rebrand goals: What specific problems are you hoping a rebrand will solve? Do you want to better resonate with a new audience? Present yourself as a more established professional? Streamline your marketing so you spend less time in Canva? All of these are valid, but writing them down gives you a clear measure of success.
Without defined goals, you risk rebranding for the wrong reasons—like boredom, comparison, or insecurity. That’s how you end up on the rebrand hamster wheel, always chasing a brand that never feels quite right.
4. Nail Your Brand Strategy
This is the most important step, and the one most people skip.
Your brand strategy is the foundation for everything else. It’s what connects your messaging, visuals, offers, and client experience into one cohesive whole. Without it, your new logo and website are just pretty decorations.
A strong brand strategy includes:
Purpose, mission, and vision
Clear brand values that guide your decisions and client experience
An ideal client analysis, including their needs and desires
Positioning in your industry (what makes you the best option)
Your brand story and messaging
Your brand voice and tone
The client experience you want to deliver
When you skip this step, all your brand pieces (visuals, website, copy, photography) end up feeling disconnected. You’ve spent the money, but it doesn’t actually drive growth.
That’s why I encourage all of my clients to either DIY with the Stand Out Brand Foundations Workbook or book a Stand Out Brand Strategy Session before investing in a full rebrand. It saves you from wasting thousands of dollars on visuals that won’t last.
Rebrand With Intention, Not Impulse
Rebranding is exciting, but it’s also a big investment. Done well, it can elevate your business for years to come. Done prematurely, it becomes an expensive Band-Aid.
So before you open Canva or hire a designer, make sure you:
Validate your offers.
Talk to your audience.
Define your goals.
Nail your brand strategy.
When you take the time to lay this foundation, your rebrand won’t just look good. It will actually support your growth, attract your ideal clients, and feel aligned for years to come.
🔗 Links & Resources Mentioned In The Episode:
➡️ Follow me on Instagram @spechtand.co
➡️ Grab The Stand Out Brand Foundations Workbook
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)
➡️ Check out episode 7 How to Use Client Feedback to Improve Your Online Business
🎧 Listen to episode 27 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube
