While I fully understand the need to get clients in the door quickly, get money…
The shutdowns and subsequent change-ups in local markets and economies, as well as some serious time to reflect over the last year or so have given a lot of massage therapists a nudge to rebrand their businesses. If you’ve been thinking about doing so, this is for you.
So maybe you have a wonderful brand that you poured your heart and soul into in the early stages of your business and you continue to keep consistently, or maybe it’s something that’s kind of organically grown as your business has evolved over time; regardless, after a while it’s really common for companies to need to rebrand. So that brings me to my first tip…
#1 Know why you’re rebranding
Some people have been using the same visuals and doing the same stuff for long enough that it’s gotten tiresome. They may see some new pretty visuals of another business and get a jolt of inspiration that a fresh new brand is in order. Others have grown their business to include modalities, services, and products that have created inconsistencies between those and their existing brand. I see a lot of therapists who started out maybe in the relaxation realm and their brand reflected that, but they’ve since moved into more clinical work and it’s no longer congruent. Or vice versa. Or maybe your situation is entirely different. Whatever it may be, the first step in successfully rebranding is to identify why you need to do so. This is what’s going to give you the direction you need to take going forward.
#2 It’s not just the visuals
I’ve said it a gazillion times it seems, your brand is not just a pretty logo, some fonts and colors. Your brand is the central theme and personality of your entire business. It’s what feeds into every service, your pricing, your ideal client, the client experience, the systems you have in place both on the front-end and the back-end of your business, the style of your treatment room, the types of linens and products you use, your marketing, and of course, yes, the visual brand elements. So keep this in mind…when you rebrand, you’re looking at reworking all aspects, or at least analyzing everything and ensuring they are going to remain congruent with your new brand.
#3 Start from scratch
A big mistake a lot of therapists make when they rebrand, is they start with what they currently have and try to build a rebrand idea from there. And while that’s not necessarily terrible in and of itself, this can lend itself to keeping things you shouldn’t just because you’re used to them or have some seemingly sentimental connection, or maybe not considering all the options available. So while yes, you’ll of course bring some of the existing into your new brand, start by planning everything completely from scratch first so you can get a full-on picture of what you’re wanting to do with absolutely no limits in that first draft plan.
So as you plan, ignore everything you already have and think of this like you’re completely starting over. What would a completely new business in this new brand, theme, and personality, look like. Every step. Piece that together in a rough draft, and then you can look back over it through the lens of bringing in some of what you currently have, know, or do.
#4 Consider long-term goals
You’re not going to want to rebrand in big ways very often or your business likely loses consistency and trustworthiness with your community, so remember that this new brand needs to work for the next 3-5 years at least. There’s no sense in going through all this work and overhauling things like this only to redo it in a year or two because you didn’t look very far into the future.
#5 Design and implement
This is the part everybody just wants to jump to, but don’t skip over 1 through 4, ok? Once you’ve got those established, yes, now it’s time to jump into designing and implementing. Whether you decide to hire some parts of this out or DIY everything, it’s not the time to skimp and rush. Take your time with this, and again, consider the full brand, not just some pretty visuals. Rework your ideal client profile, your marketing strategy, your financial tracking systems, rebooking strategies, facility design, and yes, your logo, fonts, colors, and all your marketing materials.
#6 Make a big to-do about it
When it’s time to launch this new brand, do it all at once and make a big deal of it. Doing a whole bunch of small changes over a period of time on the client side of things can be awkward and result in confusion. Instead, consider one big launch and announce your rebrand as a special event, even having an open house / customer appreciation type thing for people to see the new facility design, promotions to push new service offerings, have the newspaper come out and do a little workup for this grand re-opening sort of thing, have complementary services or specials to build up hype, and run ads to target your new ideal clients. You’ll put a lot of work into rebranding, so show it off and make this a part of building an awesome relationship with your existing clients and all the potential clients in your community.
Rebranding is no small task, but it’s completely worth it when you can take something that’s not quite working the way you want, reimagine the entire company, and shift things within your business to reflect your dreams and long-term goals. So get to work on your new brand and if you have questions, don’t hesitate to reach out. I’m happy to help however I can.