A rebrand is so much more than new fonts or a fresh color palette.
It's an opportunity to make sure your brand truly reflects your core values.
For health and wellness professionals, aligning your brand with your values is extra important for building trust and creating real relationships with your audience.
When your brand is genuine, you’re more likely to resonate with your target audience and build a devoted and active community around your practice.
Rebranding can be intimidating, particularly if your company has already made a name for itself. But there are so many benefits!
Bigger growth and better impact can result from aligning your brand with the things that are most important to you, your practice, and your clients/patients.
Defining Your Core Values
The first step in doing a values-aligned rebrand is clarifying those values. To begin, ask yourself what values in your line of work are non-negotiable. What motivates you, and what values do you want your brand to reflect? Consider what makes your approach unique.
For example, you may value community connection, authenticity, and holistic wellness. Make a list of these core values and think about how they translate into your brand's mission and messaging. Are there any particular phrases, pictures, or concepts that capture these values?
This clarity will help you make the right decisions at every stage of rebranding and guarantee that your brand remains authentic.
Auditing Your Current Brand To Decide If A Rebrand Is Necessary
Before beginning a rebrand, it can be very helpful to take a step back and thoroughly assess where your brand currently stands.
Examine every piece of your current brand, including your website, social media profiles, typography, color scheme, logos, and messaging. Do these components actually represent the values that you've decided on for your practice? Are they sending the right message to your audience?
Get feedback from a variety of people, including customers, employees, or stakeholders who are familiar with your brand. Find out from them what they think of your current brand and whether they feel it reflects the values you wish to express.
These outside viewpoints can highlight holes or discrepancies that you might not have seen. For example, you might realize your logo looks professional, but perhaps your website colors and tone feel too corporate for a holistic practice.
It's important to figure out what needs to be adjusted and where to focus your time and effort during rebranding. Taking an honest look at your brand will help you better understand how to move forward authentically and in line with your goals.
Designing With Intention
Once you have a firm grasp of your values and an audit of your current brand, it's time to design with intention!
Your brand values should be reflected in every design element. Consider how the images, typefaces, and colors you choose can express the emotions and ideals that your practice promotes.
For instance, if tranquility is one of your main values, you might use a clean, straightforward font and calming color schemes like gentle blues, greens, and neutrals.
Work closely with designers who understand the wellness industry and your goals (like the Virtuwell Balance team!). They should be able to translate your values into a visual language that resonates with the people you serve. Work together to create style guides and mood boards so that every aspect feels right.
Make sure your new brand elements are applied across all platforms, from your website and social media to your business cards and office decor.
Designing with intention isn't just about visual appeal but creating a cohesive and genuine experience. When your audience comes into contact with your brand, they should immediately sense that it embodies the values they prioritize.
Intentional design like this fosters trust, attracts the right clients/patients, and creates a brand identity that is consistent with your practice's mission.
Communicating The Rebrand To Your Audience
Once your rebrand is ready (yay!), it’s important to communicate the changes to your audience. Start by developing an honest explanation that describes your decision to rebrand and highlights how the updated approach more closely aligns with your fundamental values.
Tell the big "why" behind the change and the story behind the rebrand. Was it motivated by community feedback, a change in your approach, or a stronger sense of purpose?
Use a variety of channels to connect with your audience. Share the rebranding on your website by creating a blog post highlighting it. Share behind-the-scenes looks at the rebranding process on social media by posting team interviews or design mock-ups. Send a personalized email newsletter to your current clients explaining the change and what it means for them.
Engage your audience by inviting feedback and encouraging them to be part of the journey. Thank them for their support and ask them what they think of the new look and feel. This ongoing, two-way conversation is another step to building trust and also makes your audience feel valued.
Sharing your new brand with your audience in an intentional and authentic way will excite them! It also helps to make sure they understand and welcome the changes, which will improve the relationship you have with them.
Measuring The Impact Of Your Rebrand
To know if your rebrand is successful, you need to measure its impact.
Start by defining specific goals and objectives. What results do you want to achieve? This could be an increase in new client inquiries or client retention, enhanced brand recognition, and greater customer engagement. Setting clear goals allows you to determine whether your rebrand is hitting the mark.
To determine audience response, use tools like customer surveys, social media analytics, and Google Analytics. Monitor metrics like website traffic, social media engagement, and conversion rates to see how your audience engages with the new brand. Be sure to consider qualitative feedback as well. What are people saying about your brand's new vibe?
Rebranding can sometimes be an ongoing process of improvement rather than a one-time deal. Stay open to feedback and make changes as needed to ensure your brand remains aligned with your values.
Execute A Rebrand That Feels Right
Rebranding is a wonderful opportunity to align your business more closely with what is most important to you.
When done thoughtfully, a rebrand can reinvigorate your business, improve your relationship with clients, and draw in people who resonate with your practice's mission.
If you’re considering a rebrand and want guidance to make sure it feels authentic and aligned with your values, please reach out to us! We’re here to help you create a brand that reflects who you are and all that you stand for.
Bree Grenier
Virtuwell Balance Brand Designer
P.S. We have a WEEKLY RESOURCE for Clinicians and Practitioners who are seeking genuine yet effective ways to market their business.
If you're ready to transform your marketing approach to align with your values, stay ahead of trends, and join thousands of like-minded practitioners who are learning to market their business in a way that FEELS GOOD, click here to join us!
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