If you’ve lived in the same home for 15 years, you may feel an urge to put a fresh coat of paint on the walls. Or possibly put some new curtains on the windows. Something to spruce up the place and feel fresh without tearing the entire structure down to rebuild. That’s similar to refreshing your brand. But when is it time to refresh your brand? Let’s dive into the details that can help you decide what your brand needs to stay healthy and fresh.
To start us off, it’s always good to have clear definitions of what we mean. When it’s time to refresh your brand, it will involve building upon and updating the brand structure that is already loved and known. It’s all about making small changes to your brand that will inject new energy into your business to create excitement within your clientele. Refreshing your brand is not starting from scratch again. It’s easy to confuse refreshing your brand with complete rebranding. Deciding that it’s time to refresh your brand can create more consumer traffic and sales. Plus it can breathe more life into your brand.
Warning Signs That It’s Time To Refresh Your Brand
When your business begins to take off, you are proud, thankful, and probably living on a prayer that the growth continues. Several high-growth companies grow organically. However, without any strategic direction to further that growth, you may hit a sales plateau or worse. Sometimes with quick growth, your focus may be more on managing the inside operations than staying consistent with your branding decisions.
It’s time to refresh your brand if your business has: add-on brands, internal names for your product, or a website that has been pieced together over time. Your brand needs to maintain and earn relevancy in the market.
Two major indicators that you need a brand refresh:
#1 – You Have An Outdated Design
Due to the ever-changing marketplace, your business will need to refresh your brand in order to gain consistent attraction from customers. Adapt to the means of communication for your branding too. You want to stay relevant and gain your consumers attention as often as possible.
#2 – Your Offline And Online Branding Don’t Match
Since companies are primarily web-based, it’s easy to get into the cycle of redesigning and refreshing your digital presence and forgetting about your print version. Consistency is the key to success, especially when it comes to marketing strategies. So, make it a priority to refresh your brand in both your digital and print marketing strategies. That way your customers will avoid confusion and get the full brand experience you’ve been creating all this time.
Keep your brand vibrant. Don’t wait until it’s too late. If you’re still unsure if it’s time to refresh your brand, answer these questions to see if your brand is outdated:
- When was your branding designed? It’s probably time to revisit your logo if it’s older than 20 years.
- Are your visuals (logo, website, and other visual media) modern, fresh and eye-catching?
- Is your brand’s voice reflecting your current customer pain points and value proposition?
- Are you getting the right results with your brand currently? Does your marketing work on your initial target audience still?
If you are looking for more guidance or help on refreshing your brand, call Dorian Solutions today. We love coming alongside our customers to fulfill their business’ specific needs.
