In this post I am sharing the BTS of how I launched my business rebrand to align with my personality!
If you’re not familiar, let’s first touch on; what is rebranding and why it’s important?
“Rebranding is when your company rethinks your marketing strategy with a new name, logo, or design, with the intention of developing a new, differentiated identity in the minds of customers and other stakeholders.” – Hubspot
I did this rebrand for my business a little over two years after launching it. It was important for me to revisit my brand and re-imagine who my target audience was. There were a few questions that kept coming up for me:
- How did I want my business to come across online?
- How exactly did I want to help people?
- And how could I attract the right clients?
- And most importantly, did my business feel aligned with who I am and how I want to serve people?
Why I Decided to Rebrand My Business
If you’re a few years into your business; you might know exactly how I felt. When I first launched, I knew I was going to be providing website design services. But there was so much I didn’t know!
- I didn’t know what my processes would be like
- I didn’t know what my “niche” was
- I didn’t know where or how to market my business
I would see other web designers and try to replicate their niche and business because it was working for them; but it never felt right. And of course it didn’t, I was trying to show up in a way that was aligned.
If you have followed me for some time, you will know how important alignment is for me. In everything I do! I want my business to feel aligned, my clients and everything in my personal life! I am at the age where I just want to do what feels right to my soul! Business takes up a lot of time in our lives. And when it wasn’t feeling aligned I knew I had to make a change.
That change didn’t come easily because I did have to wait until I felt confident in my niche, my marketing strategy and who I wanted to help. It took a long time for me to figure it out, but once I did, I was able to confidently launch my business rebrand!
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Creating my rebranding strategy
It all started with a vision!
I finally understood the unique value I was able to provide my clients. There are countless website designers out there. And a lot of them are really fricken good! And so why me? Why would a client choose me over anyone else?
One reason would be that they like my design style. Which is a huge reason clients choose a website designer; as it should be – this is very important! And initially this was kind of the big reason I got most of my clients in the beginning. And I think that’s quite common. But overtime, even if clients never said it, I personally felt like I wanted to do more!
I wanted to provide more value than a beautiful design. My goal has always been to make a difference and help my clients achieve their goals. And this does happen with a website that represents your brand. But what I learned from working with clients, and honestly just by learning what works in my own business, was the importance of learning how to actually use your website!
Okay, so you launched your website – now what? How does a small business owner use that website to attract clients? This thought paired with the fact that I personally was starting to despise showing up on social media; led me to my new niche…
I realized I want to help introverts like me grow their businesses online without having to rely on social media. And with that realization – I found my niche!
The value of a rebrand strategy
Now that I knew how I wanted to show up and who I wanted to work with – I was finally able to start thinking about my business rebrand.
There are so many parts to a company rebrand. There’s the obvious visual rebrand of your logo, colors and fonts. But there’s also the messaging, the client alignment and the personality that shines through your new brand!
Once I got clear on my rebranding strategy it became so much easier for me to talk to my target audience. I am not the biggest believer in creating an ICA (Ideal Client Avatar). I believe it works for some people. But if the problem your business solves is a problem you personally experienced. A problem that led you to starting this business in the first place. Then I believe your ideal client is you in the past. That’s what it was for me.
My ideal client wasn’t a name I came up with; it’s me! It’s me when I first launched my business and didn’t know how to use my website to attract clients. Me when I felt so out of alignment when I tried to show up daily on Instagram stories. When I created a TikTok account because I should. I want to help people who are where I was 2 years ago.
Learning my core values and adding them into my business rebrand.
Even though it took me a few years to find what value I provide to my target audience; those previous years were invaluable! In those years where I did feel so out of alignment – I learned a lot! Sometimes it’s easier to learn what you don’t want than figure out what you do want. I was able to get clear on my brand values!
Designed by Harj brand values
- Education – I empower my clients through education, equipping them with the knowledge and tools to confidently manage and grow their online presence.
- Welcoming & Friendly – Creating a brand that feels approachable and relatable, allowing clients to see themselves reflected in the DBH identity.
- Professional – Foster a sense of confidence and authenticity, empowering clients to embrace who they truly are. They don’t need to change or pretend to be someone else to achieve success online.
Logo rebrand & visual identity
When I first launched my business I did not hire a brand designer. I personally have designed brands for clients. However, I always share that I am not a graphic designer and do not create custom logos. Even branding isn’t a service I often offer. But I am pretty good at pulling together a color palette and fonts! But even then, when it came to my own business rebrand; I couldn’t figure it out, it was too close to me!
My own company rebrand was so personal and I kept getting in my head and comparing it to other businesses I admired. I couldn’t figure out how to make something unique – something that truly represented my business! This is when I decided to hire a brand designer that I completely trusted!
I hired Pascale Berkowitz – a dear friend and profoundly talented artist. She actually created the branding for a previous client of mine and that’s how we met through Instagram. From there she actually hired me for SEO services. While working together we created a very special friendship and I felt like she understood my business on a deep level since I provided services for her. I could share what I wanted with her but she got a glimpse at how I come across to potential clients. She was the perfect person to bring my vision to life! And she really delivered!
Not only did she do a logo rebranding, she revamped my entire branding! The messaging, the visuals and graphics – the whole nine yards! And I am so in love!
She really encapsulated my brand in this logo rebrand
Fun fact: Pascale had designed this logo with a beautiful flower in the centre! Which gave me the idea to share the idea of replacing it with cherry blossoms! She added the flower as a symbol of growth (for myself and for the work I do for my clients) and a cherry blossom has the same meaning. But what makes the cherry blossom extra special is that growing up my family had orchards. We grew all types of fruits but our cherry trees were always the most meaningful to me. Me and my sisters would work on the farm during cherry season on our summers and those memories have such a special place in my heart. So these cherry blossoms represent my business rebrand but also who I am!
Launching my company rebrand
With my business rebrand, it was very important to me to start embodying what I was selling. My whole approach to my services was changing with my company rebrand.
Yes, I still provide website design services – it’s my main service I sell to this day. However, there’s a lot more value that goes into it! For those clients who only want a website design, which is still very valuable, I offer VIP Design Day services. But now I also have the option to add on SEO through my SEO and Website Design services.
I also teach clients how to use SEO and Blogging to increase organic traffic to their websites and start growing an aligned audience. I want my clients to know how to actually use their websites vs. just launch it and forget it. I want more people to know that they can grow a successful online business without dancing on TikTok or following trends to keep up with the algorithm.
The new Designed by Harj brand vision
To empower introverted women entrepreneurs to build a holistic marketing system that supports sustainable growth and aligns with their authentic selves. My vision is to guide them through a seamless journey—developing an SEO strategy, designing a powerful website, and creating a blogging and email marketing system they can confidently manage.
By the end of our collaboration, they will have a comprehensive system that attracts traffic through consistent blogging, converts visitors with strategic opt-ins, and nurtures leads via a personalized coaching approach. This foundation will enable them to grow their business long-term, with opportunities for future support in email sales strategies, launches, and beyond.
The new Designed by Harj brand purpose
To empower introverted women entrepreneurs to build sustainable, scalable businesses through a blend of coaching and website design, creating holistic marketing systems that attract traffic, capture leads, and foster meaningful connections. My purpose is to provide the tools, strategies, and support they need to grow their businesses authentically, without relying on extroverted marketing tactics, so they can thrive on their own terms.
Designed by Harj brand visuals
You can see in the brand Pascale created for me; it has a very cozy and inviting vibe. I told her that when someone visits my website, I want it to feel like they are walking into the coziest cafe on an autumn day. Or they are at home with their coffee, lights dimmed and sitting on their favourite couch with a blanket. I want their nervous systems to feel at ease – which is exactly how I want my clients’ businesses to feel for them too.
Here are some of the beautiful graphics she made for me!
The process of rebranding your business step-by-step
If you are in the same boat and want to rebrand your business; here’s an easy to follow guide:
Define the foundation of your rebrand
- The services you want to provide
- Who you want to work with
- How you want to speak to your clients (messaging and tone)
- What are your core values?
Update your visual branding
You can choose to hire a brand designer or do this yourself. However you choose to move forward with your visual rebrand – think about how you want your clients to feel. This was the biggest hurdle for me. I kept creating branding that represented who I was not my business. That’s when I reached out to Pascale to bring the vision for my business rebrand to life.
Your visual branding includes:
- Color palette
- Fonts pairings
- Logo design
- And any additional graphics that represent your business.
Redesigning and launching your new website!
I’m not going to lie, this is going to be a big job! It’s basically like starting your website from scratch. But I promise you, it will be so worth it!
With a new brand that shares a new message and connects with a different audience; you need to rewrite your entire copy! And you need new images to reflect this new vision. The flow and design of your website is so important in bringing people into your brand so I highly recommend a full website redesign!
If you need some help redesigning your website, feel free to reach out! I would love to help you launch your own business rebrand! Book a free consult to get started.
Bring your audience along for the journey!
When you decide to rebrand – you might be leaving some people behind. They might not align with your new vision and company rebrand. But if your audience has built a connection with you then they will want to continue to cheer you on. Especially if you provide valuable free content through email marketing or blogging; they still want to hear from you!
It can be really fun and exciting to bring your audience along for the ride.
Here are some ways you can share your company rebrand with your audience:
- Share the reason you’re rebranding your business.
- Give them little sneak peaks as it starts to come together.
- Ask them for their input so they feel involved and not left behind.
- Share your excitement with them!
When you share your rebrand journey with your audience it keeps them engaged and connected to you through this change.
Ready for your own business rebrand?
If you’ve been thinking it might be time to rebrand your business so it feels aligned – take this as your sign! Rebranding my business was the best decision I have made! It feels so easy to talk to my target audience now!
If you do decide to rebrand and need some help launching your new website – I would love to support you! My VIP Website in a Day service is the perfect done-for-you solution to help you quickly launch your site so it feels aligned, professional, and authentically you.
Book a free consult to book your VIP Website in a Day
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