5 Signs You Need to Update Your Brand
Is it time for a brand refresh? If you clicked on this post, chances are you’ve been thinking about making some changes to your brand.
Just as your business changes over time, brands should be evaluated every so often to make sure they are still in alignment with the direction of the company. Now, we don’t suggest doing an entire overhaul of your brand very often - the key component of having a solid brand is that it is recognizable! But there are certain instances where refreshing your brand is absolutely essential.
Read on for five signs that it may be time to update your brand, and are best tips on how to effectively rebrand.
1. Your Logo Is Old
If your business has been around for a long time, chances are your logo was made using old design techniques and what was “in fashion” at the time. Certain trends in logo design like bubbly text or italicized fonts may have looked amazing in their hay day, but they aren’t up to today’s standards. See an example below of a logo we helped update for 4 Paws 4 Rescue here in Saint Louis.
A stale and old logo will make your brand seem stale and old too, so it’s important to make sure your logo really reflects the company as it stands today. Work with a graphic designer to determine how to incorporate elements of the old logo, so that your new logo is still recognizable, while bringing it up to current design standards. Simple updates like a new font can make a world of difference!
2. Your Customer Changed
If your product or service has evolved over time to serve new customers, chances are your brand needs to be updated too. Are you now targeting women aged 25-35, but your previous branding was speaking to women in their 50s? That’s a clear sign that your brand is due for a reboot.
Make sure you have good user personas of your ideal clients to aid in the rebranding process. Simple updates like lightening your color palette, switching out for a more youthful font, or modernizing your logo can help make sure your brand is speaking to your target customers.
3. You Updated Your Website
Having a new and improved website is one of the best feelings as a business. Hopefully, your updated site has an improved user experience and new functionality, and it likely has a sleeker look. Even if your site is still based on the same core elements of your brand, it’s critical to make sure the rest of your marketing platforms are still in alignment with your new site.
Conduct an audit of your print materials and social media platforms to ensure continuity between your main digital storefront - your website - and your other digital presences.
4. Your Company Is Growing
Most startup businesses start small with branding materials and logo design. Make it yourself logos and color palettes can work great when you are just starting out, but now that your business is taking off, it’s time for a more professional look.
Your brand says so much about your business and plays a huge role in attracting the right customers. As you grow, investing in a proper branding process with professionals is well worth the cost in order to have a polished and clean brand.
5. Your Selling On New Platforms
As your company evolves, the way you reach your customers will evolve too. For instance if your business is expanding from a brick and mortar store to online (or vice versa!), you’ll need new applications of your brand.
Brand elements translate differently on digital and print platforms. Having the right tools to put your best brand foot forward on every channel of your business is crucial to success.
Does one of these scenarios apply to you? Contact our branding experts for a free consultation to find out how we can help you refresh your brand and become a leader in your industry.