3 Signs Your Brand Is Due For A Refresh
A question we often get asked by new and current clients is, “How do I know if I should go through the trouble of rebranding?”
As each business has its own goals, target audience, and budget, the exact timing of the “when” you should rebrand is specific to you. However, there are some aspects in your business that are usually good indications that it’s time for you to bite the bullet and make the investment, such as:
YOUR LOGO IS OUTDATED
As Goran Paun outlines in this Forbes article, one of the first signs it’s time for you to rebrand would be that your design and/or logo is outdated. While trends come and go, each period comes with a shift in what users expect from brands. For example, if your logo doesn’t fit well in the digital space, it’s a good time to redesign it (along with the rest of your branding assets), so you can bring your brand into 2021. Keeping up with modern practices in design and marketing allows you to stay relevant… unless you don’t mind being left in the dust.
YOUR TARGET AUDIENCE ISN’T ENGAGING WITH YOUR BRAND
A second sign it’s time for a rebrand is if your target market is either not interacting with your brand, or if the wrong customer profile is interacting with your brand. In both cases, this means whatever you are communicating through your current branding does not resonate with the audience you want to attract. As part of your rebrand, we recommend engaging in some additional research and reflection about your target audience, also known as your “ideal customer profile” or ICP. What other brands do they love? Why? What platforms are they engaging on? What convinces them to make buying decisions? How much money do they make? What motivates them? Once you answer these questions, you will be able to rebrand yourself in a way that aligns with who you’re talking to — your ideal customer.
YOUR VISION ISN’T AS CLEAR AS IT USED TO BE
The third sign it may be time for a rebrand would be that your vision isn’t as clear as it used to be. If you feel like your words (copy) and design are saying two different things, it is time to consider re-evaluating your messaging so it is more aligned. This could mean anything from updating your mission statement to refreshing your website to align with your modern business. For example, if you run a website coding business that claims to offer the latest in digital technology, but your own business’s website is stuck in 2009, it’s time for an upgrade. The last thing you want to do is confuse your customers or preach a message that you are not practicing yourself.
If anything in this list is hitting home, you’re probably feeling pretty confident that you need to refresh your branding. Or maybe you just have some questions about what these things mean, or how much of an investment it would be. If so, don’t hesitate to get in touch with us. We would be glad to help by auditing your current materials and put together a strategy!