When Your Business Grows Up: The Joy of a Perfectly-Timed Rebrand

THE EVOLUTION OF BUSINESS BRANDING

It’s easy to imagine that Nike and Apple sprang into the world fully-formed, with branding intact. But actually, committing to branding in the early days of a business isn’t necessarily a good decision.

A new business is like a new baby: it can take a while for its true personality to emerge.

For most businesses, branding evolves over time as entrepreneurs progress through stages like:

1. Procrastination – Those early days spent “working on a logo”, an understandable avoidance technique as you grapple with the overwhelm of building your foundations.
2. Naivety – driving your business branding down blind alleys because you haven’t yet worked out the business of your business.
3. Bungling – Piecing together something functional, clunky, and lacking the finesse that would make you swell with pride.
4. Clarity – That “aha” moment when you identify your niche, ideal clients, and goals—an essential breakthrough paving the way to a meaningful branding experience.
5. Refinement – The joy of engaging an expert to craft a cohesive brand that delights, while you focus on what you’re good at: running your business.

Many interior design businesses stall at stage 3 - they can’t see their unique appeal and worry about appearing distinctive in case they scare clients off.

However, being vague does NOT mean you're keeping your options open!

Designers who avoid commitment to a distinct visual identity may be missing out on attracting their ideal clients: clients who would be more likely to approach if the designer was transmitting a richly targeted message.

I recently caught up with interior designer Rachel Jones, a graduate from the very first 'Recipe For Success Bootcamp' which ran in the spring of 2024. In Bootcamp we spend five weeks working intensely in a group and 1:1, analysing and identifying USPs, ideal client, and, crafting the perfect service package to serve those clients. 

“The competitor research we did together in Bootcamp was so valuable. It helped me see my strengths and gave me the confidence to move forward with the branding process.”

Rachel Jones 

So, Rachel moved from stage 4 (clarity about her brand values) to stage 5 (working with a specialist to realise the perfect brand identity)

Rachel had commissioned branding before, but the outcome felt uncomfortable, and she credits the Bootcamp experience with helping her pinpoint her unique style and value.

"This time I knew exactly what I wanted"

Armed with this knowledge, she was ready for a fresh start. Rachel chose to work with Natalie Murray of the Edge Brands who she originally met via a local networking group, and who felt like a great fit.

As a designer, Rachel appreciated Natalie’s structured process, which felt like the professional process she'd engage an interior design client in.

“The brief included colours, styles, my company’s mission, and even questions like, ‘How do I want my clients to feel?’, things I’d never considered.”

Natalie created three mood boards, each showcasing different facets of Rachel’s personality and style. Rachel felt empowered to choose elements that resonated and ready to let go of others.

“It wasn’t just a logo,” she explains. “It was a whole identity, from colours to website layouts. Everything felt cohesive and exciting.”

Seeing her brand take shape was an emotional moment for Rachel.

“When I saw it all together, I felt so motivated. I couldn’t wait to show it to clients!”

This branding isn’t just a new look—it reflects her values, style, and the unique offering she brings.

So, Rachel's advice to anyone considering a rebrand: 

“Know who you are, who your ideal client is, and what you want to offer.”

Branding isn’t about trends; it’s about highlighting the unique value each designer brings to their clients.

Find out more about Natalie Murray's branding services here

And, rediscover the potential of your interior design business here