Whether you're navigating a period of transition or revitalizing a century-old brand, these 6 steps will guide you in successfully rebranding your equestrian business.
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
As an equestrian business owner, sometimes, you just need to breathe fresh life into your business. Maybe your messaging has become stale or you realize you’re going a new or different direction.
There are different levels of rebranding your equestrian business. Sometimes this means you’re giving it a fresh new look with a new logo, colors, graphics, etc. Sometimes, it’s messaging, imagery, product, or service-related.
Most likely, you'll experience varying levels a few times throughout your entrepreneurial journey.
Regardless of how deep the rebranding process is for you, some principles of marketing and business are essential for a successful equine business rebrand.
That's why I'm so grateful for Chris Stein, President of Ely & Walker, home of Western brands such as Ely Cattleman, Cumberland Outfitters, and Cowboygirl with country singer Jenna Paulette.
Chris was previously on the podcast for episodes 74 and 75 to dive into the art and practice of selling (see below for episode links). At the time, he was the National Sales Manager of Justin Boots. Now, Chris is joining us about two years after becoming the President of Ely & Walker where he’s been breathing new life into a century-old Western brand.
You may not be heading up a legendary brand, but the principles and insights Chris shares in this interview will be invaluable for guiding you through your rebranding or transition process. You’ll get specific steps you can take to honor your current and past clients and customers while moving in a new direction.
6 Steps to Successfully Rebrand Your Equine Business
Learn first.
Avoid the temptation to make immediate, drastic changes on a whim or based on emotion. First, focus on learning about the brand, your team, your existing and potential customers, etc. Focus on the long-term plan rather than making “turn and burn” decisions that aren’t connected to your long-term vision for your equine business.
Look for ways to revitalize your business.
Give yourself (and your team) permission to think outside the box. Ask “what if” and then make space to explore the answers. Be willing to fail—and, don’t take failure personally. Have measurable goals and steps to guide you in the process.
Reconnect with your consumer base.
Listen to your team members. They are on the front lines and have a unique perspectives, insights, and ideas for how you can innovate and meet needs.
Bring your existing customers along with you. They’ve helped you build the brand and business you have today. If you honor them and their commitment to you, they’ll continue to be an ambassador for your brand.
Do something different.
If you’re going to breathe new life, that means doing something new. Look beyond the equine industry for new, innovative ideas you can apply in your horse business
Keep the personal connection to the brand.
Remember people buy from and connect with people.
As a business owner, you have a unique opportunity to build a personal connection with your potential customers and online audience.
The passion you have for your brand, business, products, and services energizes your customer so get in front of the camera every once in a while to keep that connection alive.
Embrace that the heart of your brand is what makes you special and unique.
When you’re ready to breathe new life into a brand or business, it can be tempting to throw everything out and start from scratch. But, there is a heart behind your brand that will always be present, regardless of the logo, colors, or other visuals. Keep the heart at the center—it’s what sets you apart in a crowded market
Of course, you'll want to listen to the full episode to dig into each of the insights shared and discover how you can apply each one in your horse business!
Links Mentioned In This Episode
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