As always, it depends.
What I’ve noticed, in the 25 years I’ve spent growing my business and helping creative professionals grow theirs, is that evolution is the hallmark of a successful business. And evolution, we have learned, is a series of small changes that takes the best and brings it into the future.
So on the one hand, you should always be making gradual changes – which, for the most part, will be imperceptible to outsiders.
But at certain points or milestones in your business, like when you launch a new website, you’ll want to draw attention to a big change. So make it dramatic.
But even leading up to that “reveal,” there should be gradual changes behind the scenes – changes to text, to images, to order or layout, as you test variations to your brand and observe how clients receive them.
In fact, even if it were ideal to make all the changes on a website at once, it’s often not possible to coordinate perfectly, since you also have to be simultaneously running your business and dealing with clients – another reason why gradual change makes more sense for solopreneurs.
As for what you should change, remember that there are many different elements to a “brand” these days. The big ones are obvious – website, business cards, etc. But don’t forget to also adapt:
There are lots of things incorporate your brand, when you make brand changes – big or small – there’s always a lot to do.
Ilise Benun is an author, consultant and national speaker, the founder of Marketing Mentor.com and the co-producer of the Creative Freelancer Conference. Her books include “The Designer’s Guide to Marketing and Pricing (HOW Books), “Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive” (Career Press), and her latest, The Creative Professional’s Guide to Money (HOW Books 2011). Marketing Mentor
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