Image by David Conaty Photography
Starting a business is both exciting and overwhelming. It’s easy to feel like every decision you make during the early stages is concrete. But that’s not the case. At any point in time, your business can grow, shift, and change—what a sigh of relief. And while that should give you some peace of mind, there’s still a lot that goes into rebranding your business without losing your clientele.
From risks to legal considerations, here’s everything you need to know about rebranding your wedding photography business.
What Is Rebranding?
Rebranding is more than just a logo refresh, and the process is guaranteed to look different for every business. Essentially it’s a strategy that reinvents a company’s identity by changing your business name and logo, updating your website, and so much more. When specifically talking about photography, it can also include changing your photography style, niche, and target audience.
Is It A Good Idea To Rebrand Your Business?
Rebranding is a natural business phase that represents growth. In theory, if it’s time to rebrand your business, you’re probably in a good position. It’s a great way to set yourself apart from others in the industry and gain a competitive advantage.
So, yes. Rebranding is a good idea if you’ve hit a wall and are ready to expand your business. But, rebranding requires a lot of planning and a well-thought-out strategy. You need to know the why and how before jumping headfirst into change.
Image by Jonathan Continente
What Are The Risks Of Rebranding Your Business?
Logistically rebranding can cost you time and money. But the biggest risk we’ve seen is a loss in relevancy. Your current audience can easily recognize your brand when they see your business name, logo, photographs in your specific style, and maybe even your color scheme. A drastic change can make your business unrecognizable, leading to a lack of engagement—this is what you want to avoid.
That’s why it’s important to include your current audience in the rebranding process. Taking them along for the ride will allow them to prepare for the change and feel a sense of inclusion during the process. This creates a smoother transition for previous clients and your social media following.
Legalities Involved In Rebranding Your Business
When changing your business name, there are legalities that you’ll have to consider. It’s not as easy as just picking a new name. You first need to do a trademark search, making sure the name is available. Then, if you live in the United States, you’ll have two options 1. Amend your business by notifying your secretary of state, or 2. Legally creating a new government business entity.
The first option is a time saver. Instead of having to start from scratch, you’re still able to use the same tax information. All you’ll have to do is notify important parties of your name change.
Image by Katherine Eye Photography
Steps To Rebranding Your Business
Step 1. Understand The Why Of Rebranding Your Business
The first step is to understand the why behind your rebranding. Write out your current mission, vision, and target audience. Then determine what it is you want to focus on changing and why.
Step 2. Check Out The Competition
During your rebranding process, it’s vital to look at your competitors. What are they doing? What’s working, and what’s not? Then determine how you plan to change your business to stand apart from others in the industry.
Step 3. Revamp Your Photography Branding Behind-The-Scenes
Your branding helps set you apart from others in the industry. It also allows clients to recognize your work and builds your credibility in the field. That’s why building a brand that grows with your company that is also packed with personality is crucial.
To create a business that’ll help you stand out and land clients, check out our guide to creating a wedding photography brand.
Step 4. Create A Rebranding Strategy
You understand the why, now it’s time to work out the how. Before diving head first into change, you’ll want to create a rebranding strategy to ensure the process runs smoothly. You’ll also want to create a timeline of when you’ll implement each change.
Step 5. Take Care Of The Legal Requirements
Before going public with your rebranding efforts, make the necessary legal changes. Making this a top priority will save you from having to publicly announce any hiccups in the process. What if your new business name isn’t available? Maybe you have to file new documents? Whatever it may be, get the legalities sorted before implementing any change.
Step 6. Revamp Your Website And Socials
Now that you’ve taken care of all the behind-the-scenes details, it’s time for your online presence to reflect the changes. You should start by updating your business website. This will include cosmetic changes and potentially a domain change if you’re switching up your business name. Next, you’ll want to move onto your social platforms.
Again, we recommend not making any abrupt changes. It’s important to include your audience in the transformation process. This will create a smooth transition into your new branding without losing relevancy.
Now that you’ve launched your rebranding, it’s time to focus on your marketing efforts. And there’s one marketing strategy most photographers are getting wrong—not using their website data and Instagram analytics. These are the key to getting your revamped business booming online.
Image by Briars Atlas