Fifteen minutes later, we walked out with big smiles, our company officially registered, and our vision in motion. The kind worker at the Chamber of Commerce had provided practical advice and encouragement, reinforcing a simple truth: sometimes, you just need to start.
Building Osoe Home: From Vision to Reality
After our initial registration, we quickly sketched out a four-page marketing plan. It wasn’t fancy, but it covered the essentials: a mission and vision statement, brand colors, a logo, and a rough strategy. We launched our Shopify store in September 2023, with a focus on home organizing products. Our ultimate goal? To grow Osoe Home into a lifestyle brand rooted in minimalism, harmony, and peace.
To our surprise, we hit the ground running. Within six weeks, we sold out of inventory and reached our €20,000 revenue goal for 2023. It was exhilarating, but the rapid growth exposed flaws we hadn’t anticipated—especially in our branding.
The Problem with Rushing Branding
Initially, we believed our story and products could speak for themselves. But as we took a closer look at our website and social media, we saw the cracks:
- Too many brand colors
- Inconsistent fonts and sizes
- Unedited photos with clashing lighting
- A lack of visual harmony
Our branding didn’t match the message we wanted to convey: a minimalist, balanced, and peaceful lifestyle. It was time for a rebrand, but little did we know how much effort and time that would entail.
Lessons from Our Rebranding Process
Rebranding isn’t just about making something look good—it’s about ensuring your visuals align with your story and values. Here’s what we learned during our six-month journey:
1. Seek Inspiration Outside Your Niche
Step out into the world and observe how other brands create their concepts. Visit coffee shops, gadget stores, or even concerts, and note the key features that make their branding cohesive and memorable. Inspiration can come from the most unexpected places.
2. Start Fresh
Don’t cling to your old logo, colors, or fonts. Begin with a blank slate and allow creativity to flow. Experiment with multiple designs over time—don’t rush this process. We spent three months brainstorming and refining ideas before landing on a cohesive vision.
3. Test, Test, Test
Leverage platforms like Shopify to create demo websites. Try out different themes, colors, and fonts, and see what resonates. We tested three alternative designs before settling on one that felt right.
4. Check Across Devices and Platforms
Your colors and visuals may look different depending on the device or platform. Test everything—logos, fonts, and imagery—on laptops, phones, and tablets. And yes, be mindful of color associations (a brown shade might not always evoke the feelings you hope for).
5. Take Your Time
Rebranding is not a decision you make overnight. Treat your initial choices as a “trial period” and give yourself a few months to see if they hold up. This prevents impulsive decisions you may later regret.
6. Get Feedback
Ask others for their honest opinions. Does your new branding tell the story you want it to? Is your message clear and consistent? Fresh perspectives can be invaluable in spotting blind spots.
7. Create a Brand Book
Once you’ve finalized your rebranding, document everything in a brand book. This should include your logo, colors, fonts, tone of voice, and style guidelines. A brand book serves as a visual and strategic reference to ensure consistency across all platforms and materials. It’s a must-have for maintaining your brand’s identity as you grow.
A Journey of Growth
Rebranding Osoe Home was more challenging and time-consuming than we anticipated, but it was worth it. Today, our website, social media, and overall aesthetic align with the minimalist, balanced lifestyle we champion.
If you’re considering a rebrand, remember this: don’t overthink getting started, but don’t underthink your rebrand. Take the time to refine your vision, and don’t be afraid to test and adjust along the way.
Our story is proof that even when things aren’t perfect, progress is always possible. Whether you’re launching a business or reinventing an existing one, trust the process, stay patient, and stay true to your values.
For the entrepreneurs amongst us, we are curious. Have you considered a rebrand?