How to Decide When It’s Time for a Brand Refresh
At the close of each calendar year comes an important time of reflection. Many use the start of a new year to make resolutions for the future. New year, new you? The same concept can apply to your business’s branding, which includes your logo, colors, fonts and messaging. A refresh can be as simple as a logo alteration or as big as a total brand makeover. How will you know if the timing is right? Check out these five signs it’s time to consider a brand refresh in the new year.
1. You’ve Never Changed It
If you think your brand is so recognizable that you can’t possibly refresh it, consider this: Even big name brands like McDonalds and Facebook have undergone brand refreshes. No business is so recognizable that it can’t undergo an update. If it’s been a few years, consider revisiting your branding to see if there can be any improvements made. While you shouldn’t simply change it just to change it, there may be small ways to improve.
2. Your Website Doesn’t Match Your Logo
If you’ve undergone a major change to your website but you failed to update other aspects of your brand, it may be time for a refresh. A common mistake many businesses make is updating one part of their branding, and forgetting about consistency across the board. If your website is in the 21st century but your logo or tagline are lacking, consider updating so that all of your marketing materials, including your website, are consistent.
3. You’re Expanding
Sometimes what you originally planned changes course. Businesses can outgrow their branding as their core vision or mission changes. Sometimes taglines or logos are too narrow and encompass only one core offering or product. While this may be where your business started, consider going broader to encompass where your business is going. It’s important when setting the course for your branding that you leave enough room for growth.
4. It’s Been Years Since You’ve Refreshed Your Branding
If you’ve been around for years and can’t remember ever changing up your logo, colors or messaging, it may be time to evaluate your branding. If you aren’t sure where to start, seek an outside opinion from branding experts. Have somebody look at your website, latest marketing materials, logo and other messaging. This will help give your business an outsider’s opinion on whether or not it’s time for a change.
5. Marketing Responses Have Become Stagnant
Your current marketing can say a lot about whether or not it’s time for a rebrand or a refresh. Consider the responses to your most recent marketing campaigns and whether or not you’ve been effective. You can also poll your current customers to see how they feel about your branding. Ask what feelings your primary colors evoke. Ask if your tagline is easy to remember and helps drive your values or mission. The feedback you receive could be telling toward whether or not it’s time for an update.
Keep in mind that each brand is different, and while one business may need a brand refresh after a couple years, another is still going strong after the same number of years. Pay attention to the response you’re getting from your marketing materials and feedback from your website. If you haven’t touched your branding in ages, it’s definitely time for an evaluation. Consider a focus group or other means of testing your branding. And if all else fails and you aren’t sure where to start, don’t be afraid to seek out branding experts for some help!