Is It Time For a Brand Refresh?

We are living at a time when the needs of the marketplace are changing rapidly. And it’s not only direct competition, we are also competing for our potential customer’s attention from all sides: social media, mainstream media, life, DIY tools, and so much more.

The decision to commit to a brand refresh comes with the understanding that you need to adapt and sometimes entirely transform your business to meet your goals and become top of mind in your customers’ eyes.

Depending on your own unique situation, the change you need can vary. What we mean here is that you might think you need to refresh your brand but maybe you need to actually entirely rethink your business or vice versa. This article will focus on refreshing a brand, but it is good to know what the other options are.

Most of the time entrepreneurs whom I work with fall into one of three categories:

  • Startup looking to create a brand. In this case, the brand is being completely created from scratch because a brand does not yet exist. We are defining a new brand.
  • Existing business looking to refresh an existing brand. Refreshing a brand can be as simple as tweaking some brand foundation elements (new logo, mission, vision, values), but it can also mean an entire rebranding from the ground up – similar to a startup. Defining the foundation, sometimes for the very first time, getting to know your customers’ need and solidify your positioning, messaging, and look/feel. Often in a rebranding, you do even more work on your brand positioning and messaging.
  • Businesses looking to rethink an existing brand and business. Think of this more as a brand re-born. It’s redesigning a company because some big element of it is simply not working anymore. Sometimes this could be that the marketplace itself has changed so much you need to adapt your own offering entirely. This means changing your business together with your brand and finding a new place in the market.

If you suspect you are in need of a brand refresh, read on to learn the warning signs.

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Brand Warning signs

How many of the signs below are applicable to your business situation?

Even if only one is on your radar after reading this, it’s a strong sign that you need to refresh your brand to achieve more success in your business.

Warning Sign #1

Your current brand no longer stands out to your audience

Among other things, this could mean that the audience is not recognizing your brand or that your brand is not attracting their attention. This could be because your brand identity is not catching their eye or you need to reevaluate your unique selling points for your offering. It could also mean that you no longer stand out in the sea of competition, new or old. Ask yourself, “is my business top of mind in my customer’s eyes?”. How does your brand stack up compared to the competition’s brand?

 

Warning Sign #2

Your current brand is inconsistent (messaging)

The inconsistencies can range from using a different style of images or colors in your branding to using a different tone of voice or messaging that is no longer a bit for the audience you are targeting. This can scare away your potential customers, make them feel uncomfortable, or make you look unprofessional. Look at the story your brand tells in words. Is it the same story across all mediums? Does it resonate with your audience? Another important piece to this puzzle: can you articulate your brand’s long-term visions right now? Is this reflected in your offering, messaging, and imaging? If you aren’t clear on your own business idea and purpose, how can you expect your customers to connect emotionally with you? It’s definitely time for a refresh to get your business clear if you are facing this situation.

Warning Sign #3

Your current brand is outdated

This could happen if your brand foundation, philosophy, style, or message hasn’t moved along with your customers as the time has changed. Or maybe you have grown as a business but your brand doesn’t reflect this. It could also be outdated if you actually offer more services than you communicate in your brand foundation. Does your logo look “old”? Having an outdated brand has several consequences,

Does your logo look “old”? Having an outdated brand has several consequences, including: keeps your perfect customers from easily recognizing you, gives the impression that your services are outdated, confuses people about who you really are, and sends the message that you don’t care about your brand or your business. You don’t want your customers connecting with ANY of those statements. Keep your brand updated with a brand refresh.

Does your logo look “old”? Having an outdated brand has several consequences, including: eeps your perfect customers from easily recognizing you, gives the impression that your services are outdated, confuses people about who you really are, and sends the message that you don’t care about your brand or your business. You don’t want your customers connecting with ANY of those statements. Keep your brand updated with a brand refresh.

Warning Sign #4

Your products/services have changed

When you are offering new products/services or you redevelop them, it is important that your brand reflects these changes. The information that you provide and portray should be relevant to what you are offering. You need to make an emotional connection to the audience through your brand, and ask yourself if the brand matches what you are offering today.

Warning Sign #5

Your target audience has changed or you are not reaching them

If you are not reaching your target audience or your target audience changed, this might mean that you are not targeting the right market anymore, or that the audience in that target market has changed. It is imperative to be mindful of who your target audience is, being aware of when it’s necessary to reassess their needs and preferences. The results of which need to be fed back into your overarching brand strategy to make the right connections.

Warning Sign #6

You want to grow, or you aren’t growing as you anticipated

If you are ready for the investments necessary to embrace big growth, make sure that your business’s brand is strong enough for it and working in your favor to achieve it.

Advantages of a Rebrand

What are the advantages to a brand refresh?

  • Higher USP and customer assurance
  • Modern, up-to-date, and relevant brand
  • The possibility to inspire and reconnect with your refreshed brand
  • Sustain or accelerate your growth
  • Investment now will save loads of money in the long run

Next Steps

Take a closer look at your brand. Go over the warning signs to evaluate for yourself if you need a brand refresh.

Do it yourself!

You can research resources that can help you take your brand to the next level. Have a try at the Brand Canvas (free download) and think long and hard about your strategy. Armed with this info, look into ways you can increase your presence (strategically), there are loads of DIY tools out there. If you want to DIY it yourself, have a look here, here, here, here, and here for some inspiration. These type of resources are useful to figure out if there are any missing elements or if these elements need tweaking to strengthen your brand.

Contact an expert

Some of you will probably want to skip the DIY and keep on working in the business, this is easiest when you reach out and invest in a brand partner who specializes in this. They can help you think clearly and advise you on what you need, the steps, and the expected outcomes.

So, how does your brand stack up today?

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.