From market strategy to brand identity, thousands of businesses undergo a brand refresh at some point in their lifetime (and sometimes more than once.). It’s a critical part in the evolution of your business and in the pursuit of growth. Identifying signs your business is ready for a brand refresh will help you take your next steps forward in pursuing that growth and establishing lasting status in your market.
Key Signs Your Business Needs a Brand Refresh
#1: Your logo is outdated or doesn’t match your brand.
There are many moving parts in building up a strong and memorable brand—and one of the most important is your logo. Logos can be the single most identifiable element of your business, and more times than not says the most about your brand.
If it’s been more than ten years since your logo has been touched, it may be a good idea to bring your visual branding up to speed with a refresh.
#2: Your brand awareness is virtually nonexistent.
With so much marketing noise and so much clamoring for customers’ attention, establishing and maintaining your brand awareness in a saturated market is critical for business growth. Your brand identity and messaging should clearly communicate what you do and what you uniquely offer. So, before you dive in on a marketing overhaul to build more awareness for your brand as-is, it’s important to take a step back and audit your identity. How can your messaging and character be clearer, sharper, more creative? How would you perceive it in the eyes of your customer? Review, regroup, and refresh.
#3: Your messaging is generic or inconsistent.
Again, with so many brands vying for the attention of consumers, people are desensitized to generic brand babble. They’re tired, distrustful, and craving consistency. A brand must earn the faith of its followers through its messaging and identity—and your audience can sniff out a fake from a mile away. If messaging is conflicting or inconsistent, you’re only confusing your audience. A brand refresh will help realign unlevel touchpoints of your messaging and identity to establish consistency and authenticity.
#4: Your audience is expanding.
At the time you first started your business, you may have had a specific market you were targeting. But as businesses grow and evolve, audiences can, too. Maybe your brand strategy, creative, and logo were designed to attract Generation X, but now you’re looking to capture Generation Z or Millennials. Bridging that gap may require a brand refresh and a step taken back to create a strategy linking those generational banks.
#5: Your identity doesn’t live up to the competition.
You know the phrase, “keep your friends close and your enemies closer?” The same is often true in the world of business and branding. Your closest competition can be a good barometer for clocking where your brand identity currently sits in the market. How does your brand measure up?
Your brand identity consists of everything from your logo to messaging to the packaging your products are in. It’s the all-encompassing spirit of your business. And if it isn’t giving your competition a run for its money, it may be time to consider refreshing your brand.
Ready. Set. Refresh! At Clearbridge Branding Agency, we’re wizards at revamping brands (no, seriously, we have magic wands and everything.). If you feel it’s time to restore your brand to glory or to develop a new brand from the ground up, we’re just a click away. Contact us today!