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Why We Decided to Rebrand...Should You?

Rebranding is not always the solution, but it became clear that for us it was time to. Here's why..

We had outgrown what our business originally was.

Many businesses have a clear idea of who they want to be when they start their business. However, just as we grow as people and evolve with age, so do businesses. When this happens, sometimes there is a huge disconnect from who we have become and what our brand portrays. This is when the thoughts of rebranding seem to come into play.

When we started our business we were interested in having a large design agency. The dream was to have a team of all sorts of designers so that we could tackle anything and everything that a client would ask of us. This was our idea of success because graphic designers before us that were successful followed this model.

Once we started down this path, it became clear that hiring people and managing a team was not as glamorous as we had made it up to be in our heads. It soon became clear that we were losing passion, losing quality, and losing our founding ideas. We wanted everything that came out of our company to be the highest quality with no exceptions.

So, we began to rethink how we could position ourselves in the market place in order to maintain quality, grow as a company, and help our clients in the best way possible.

To do this, we decided that we needed to position ourselves as a small boutique marketing and graphic design firm. We want our clients to know that even though we aren't the biggest team, we are the best at the services we offer. Many times a big team does not mean better. Most times, it means you are working with an agency that has been around for a long time but the reality is, your designs will be done by an unexperienced designer and the design instructions will be translated through many many middle men (I know this because right out of college this is where I was.)

We also wanted our clients to feel heard and understood. Our relationship with our clients and understanding them as well as their business and market is what helps us excel. This is another unique aspect of working with us rather than a large agency. We truly care about our clients.

So, this is where we made a final decision to rebrand and refocus our business for the long term.

Our target market had changed.

Because of the new direction we wanted to go in our business, our target market had not completely changed, but definitely made a shift. Up to this point we had been working mostly with very small businesses. We absolutely love this, but in reality we wanted to make sure that our clients placed value on not only having inexpensive design and marketing but instead having services that might cost more but over the long term would have a great impact because of the strategy behind every decision.

Our target market is still small businesses but we wanted to focus on these more specific aspects.

The aesthetics of our brand assets no longer appealed to our target market.

Our brand was created not having our target market's values in mind since that had changed for us. We wanted our brand to look high end so that we could portray our value to our clients through the aesthetics of our brand.

This is when we decided to do a whole revamp. We redesigned our logo, all print materials, website, social media and more. This was a hard decision to come to, but now that we are here, it is very clear that this would add value to our business for years to come.

Since we were beginning to see these issues, we would rather change now than later so that we don't lose even more time of brand recognition.

For most businesses, rebranding is a very difficult decision. This is very understandable considering the cost that it takes to pay a designer and reproduce all of your business' assets. The reason it was clear for us to make the switch was that the value far outweighed the risk and investment. We could see the value of this new, well thought out brand paying dividends for decades to come by connecting more directly with our new target audience. Our previous logo only had 2 years of visibility since we had not been in business for that long. This is one aspect that made the decision a no brainer for us. However, no matter how long a business has been in existence, rebranding could be the right decision. It is different for every business and their unique experience.

It was definitely a great decision for us. If you are considering rebranding we would love to talk with you about how we can help and if it is the right decision for you.


Check out our blog about what a brand strategy is to learn more about this topic.


Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

Logo/Brand Design

Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

Brand Consultation

We’re happy to meet with you on a consulting basis about your brand strategy. As your Brand Consultant, I’ll periodically check-in after the initial strategy session, on a continual basis, to make any adjustments or revisions to keep your brand and messaging on track. 

Print Marketing

Think of us as your one-stop-shop for printed marketing materials. We create thoughtful designs and take care of the printing for you. This can save you time and money. Our printing services include business cards, brochures, flyers, and more.

Website Design

Your website is crucial to your business, We design custom websites that are responsive to all platforms, are easy to navigate, and present your company professionally and clearly.

Search Engine Optimization

We offer affordable SEO that actually gets results.  This service includes on-page and off page SEO.  We offer local, regional, and national SEO Services with not long-term contracts.

Our Services

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