Today, we’re pulling back the curtain on rebranding with 10 truths no one tells you about the process. So let's set the stage, shall we? Because rebranding is often sold as the ultimate solution to all of you business problems. It's this this exciting, painless, quick makeover that will make all of your selling, messaging and confidence problems go away once you unveil a shiny and trendy new logo, some new photos and accompanying website. It can fix everything... But I'm sorry to be the party pooper here: that’s not how it works (and I know this sounds weird coming from a brand designer who does rebrands for a living).
Rebranding is a significant investment. Not only financially (one that starts at 10K here at Flying Colours Creative®), but also energy and time-wise. When the point of embarking in such a project is to realign your brand with who you are now as the owner and face of the brand and where your business is headed next, we have to start it from the ground up. We have to look at your brand as its own world and make sure every little detail not only looks up to par, but contributes to the same message and is a part of the same universe, messaging and visuals-wise.
It's a deep, strategic process that goes way beyond a shiny new logo and some trendy fonts.It requires courage, clarity, and plenty of behind-the-scenes work. But nobody talks about the not-so-shiny reality of what happens after you rebrand, and there are a few hard truths that most people won’t tell you before you dive in. So let's set some expectations, because the last thing I want for you is to waste all that money, time and energy chasing something you would never find anyway. Let’s pull back the curtain on what rebranding really involves.
It doesn't exist. So many online business owners and service providers chase this idea of a "perfect" brand. One that, once created, will never need tweaking. That’s a myth. Brands evolve just like businesses do, just like YOU do! You might've already rebranded once, twice, five times. And it doesn't mean that the rebrands done before your most recent iteration were bad. You just changed. And that's the very nature of business itself. If you’re growing, your brand will need adjustments along the way. A great brand, one that's done with more than aesthetics in mind, not frozen in time.
You’ve heard it a million times: "You need to stand out in a crowded market!" But being different just to grab attention isn’t a strategy, it’s a gimmick (and a marketing bro one). A successful brand isn’t about screaming the loudest: it’s about being unmistakably you in a way that aligns with your audience and your business goals.
Change is terrifying and messy, but it means you're growing. Now let's be real, no one really likes change. Because change? It’s uncomfortable. Letting go of an old brand (even one that no longer serves you) is tough. But that discomfort is a sign of evolution. If it feels a little chaotic at first, you’re probably doing it right.
Forget outdated rules about "professionalism" — who even defined its meaning in the first place?! The black-and-white, buttoned-up corporate look isn’t the only way to signal expertise. Your brand can be bold, vibrant, and unconventional and still be top-notch. If your brand is bold and quirky and unconventional, lean into that.
You don't need to conform to someone else's definition of success. In fact, rebranding gives you the opportunity to decide what success means to you and how you want it to be reflected in your brand. Maybe professionalism for you means being approachable and fun instead of buttoned up and corporate. Either way, that's your call to make.
If you don’t know who you serve, what you offer, and why it matters, a rebrand won’t magically fix that. You can't really slap a new coat of paint on a house with a shaky foundation and expect it to stand.
That's why it's so crucial to lay the groundwork first, understand your offers, your audience, and the unique value you bring to the table. So before you even think about visual identity, take a step back and ask yourselves the big questions. Your visual identity is only as strong as the strategy behind it.
As you've probably gathered by now, rebranding isn’t just about changing your visuals: it’s about challenging every assumption you’ve made about your business. So in the middle of reviewing the basics like target audience and positioning, you might find yourself questioning ideas that once felt like non-negotiables. That's part of the process. Give yourself permission to go into that level of introspection no matter how uncomfortable it might feel. The insights you gain will help you build a stronger and even more aligned brand.
You'll never please everybody and that's a good sign. One of the most liberating truths about your business is that it's not for everyone. And Business 101 teaches us that you can really define your target audience as everyone. I mean, not everyone likes pizza and it's pizza, you know? And most people don't just buy pizza from any place that sells it.
Your goal isn't to appeal to everyone, and this is the part that feels extremely freeing. It's to connect with your ideal audience. The most successful brands attract and repel in equal measure. Embrace that. If someone thinks your brand is "too much," that just means the right people will think it’s just right.
Once you roll out your new branding, you might be absolutely delighted at the sight of it at first glance because it just reflects so clearly your vision and you just can't wait to start using it. Or it might not feel like home right away. It might take some getting used to.
That’s normal. You’ve been operating within your old brand for so long that anything new will feel foreign at first. Give yourself time to settle into it before making judgments.
All rebranding work means nothing unless you implement it. This is the hill that I will die on. Because the best brand you can have is one you'll actually use to its full potential.
You've not only got to feel proud of your new brand to show it off to the world, but you also have to see your new assets as tools to convey your message. And if those assets go unused and start collecting dust in your toolbox, then your message isn't getting across. Like any tool, your brand only works if you use it. So don't let your brand sit in a folder on your desktop. Incorporate it into every aspect of your business. Play with your assets, refine them, let them evolve with you.
The era of the faceless account is long gone. In fact, I would argue that it never worked in the first place, especially for us service providers. And your audience needs to see you to connect with you. You are the main differentiator of your brand. You are what makes your approach, your POV, your offers different. So don't be afraid to let yourself and your personality shine through in your visuals, messaging, and overall presence.
My intention isn't to scare you off: rebranding isn’t for the faint of heart & shouldn't be a decision made lightly or on a whim... But if you do it right, it can be the most powerful shift your business has ever seen. Just don’t buy into the myths. A strong brand isn’t built overnight, and it certainly isn’t built on aesthetics alone. Dare to dig deep, question everything, and make it yours.
If you’re feeling called to rebrand but want to do it strategically (not just for the sake of change), that’s where Behind The Curtain comes in. This brand audit and strategy workshop lays the groundwork so your rebrand isn’t just a facelift, but a transformation built to last.
And when you’re ready to go all in? The Extravaganza is your full-scale rebranding experience, giving you a high-impact brand, website, and marketing assets designed to make an unforgettable impression.
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This episode was co-produced with Adrienne Cruz.
Over the last 5 years as a Brand & Marketing Designer, I’ve helped freaks like us design their unconventional brands so they can step onto the main stage & own their weird. Because if you wanted to be, look or sound like everyone else, you wouldn’t be where you are today. Now it’s your turn.
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