How to Brand or Rebrand Your Business, Especially During This Economic Downturn

During this pandemic it is more important than ever to know how to brand or rebrand your business.  Branding is the ongoing mission of your business to tell the world about your passion, your business values and what you are all about (ie your branding message).

In this Zoom branding session, we talk about how to brand or rebrand your business.  Starting with the big brands such as Nike, Starbucks, Lululemon and industrial giant Parker Hannifin, we explain that branding isn’t just a logo, it is much more than that!

In this workshop we explain how to brand or rebrand your business if you are an SME (small/medium enterprise) or a solopreneur.

Branding Keys for Your Business

The key takeaways from this discussion are:

  • What is the purpose (mission) of your business, your “why”?
  • What are the key values of your company?
  • What kind of ‘voice’ (tone) should you use in your branding?

We show by example how Blackmore Levy (a financial services company) who’s core purpose is to educate every day people on how to ensure they have a solid financial house to protect their family in case something catastrophic happens.

No matter what business you are in, you are unique and different the way you serve your ideal market.  No two businesses are the same even if they are in the same industry because each company has its unique personality.   And that’s one way to look at it, if your company was a TV personality, who would it be most like?  Is your business similar to CNN anchor Cooper Anderson, Kim Kardashian or James Corden?  Each of these TV actors has a different persona, serious, flashy and out there or light hearted.

In this training we highlight two home staging companies and how they have completely different branding depending on the focus of their services.

Rebranding Your Business

Many businesses during this pandemic have had to look at their products and services and pivot in a different direction.  No longer are we able to either take part in large events or host large events.  Dining in a crowded restaurant is out of the question.   So providers of these services have to think outside of the box and look at how they can sustain their business by trying new things.

The four main reasons to rebrand are:

  • When your delivery changes, ie in store to online
  • When your product offering changes, ie from serving high teas to selling cookbooks, jewelry, and greeting cards
  • The market that you are serving changes ie from Corporate customers to Consumers or vice versa.
  • The demographic of your market changes, ie from mid-age market to the seniors market


How to brand or rebrand your business isn’t just during this pandemic, it can be at any time in your business cycle.  The same principles apply.   Branding is an evolution and it take time to begin and evolve over the years.




We hope you enjoyed this presentation and if you need help with your branding or rebranding, connect with us for a FREE 30-minute branding session.   Book soon as our slots for free sessions are filling up quickly.

Here are links to the small business companies mentioned in this branding presentation that we have helped. Each company has a different purpose in the market that it serves.  Great branding will bring out that uniqueness and there is no doubt to potential customers what each company specializes in.

Blackmore Levy Group, Stage Right and 360 Home+Staging


XL Consulting Group is a marketing company, launching businesses online.  We design websites, online shops, marketing strategy, social media programs and copywriting. We can show you how to brand or rebrand your company easily and quickly so your company is poised for success.  We love startup companies! If you need help with your marketing, connect with us today!

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