Some of my clients come to me with this question: Should I do a brand refresh?
They’ve been in business for over ten years, and don’t know if they should do a redesign . It’s been a long time since they’ve updated their logo, and it looks like they’re in need of a much needed rebrand.
Any designer will immediately tell them: “Yes! You need to rebrand!” But after being in the business for over 10 years, I feel there are a few questions any business owner should answer before embarking on such a transformative journey.
If you also feel that your brand needs a makeover, take a piece of paper and write down your answers to the following questions. Your answers should be as simple as “YES” or “NO” to find out if it’s time for a rebrand.
1. Does your brand feel outdated?
Your brand uses a graphic style trend that was popular years ago. Now, it’s easy for anyone to notice what decade that was.
Also, your brand is communicating old values and principles in its messaging, which you no longer support or would like to promote.
2. Are you blending in instead of standing out?
Sometimes, a similar style of logo design is popular in your industry, and that’s not a bad thing. But you don’t want to get lost in a sea of similar options and not stand out.
3. Is your brand inconsistent?
Let’s see. Your business card was designed this year by a friend. Your website was developed four years ago by a great web designer. Now, you’re trying to put out social media content, but every time you post it, it looks like it’s a different business.
Consistency is one of my top priorities in branding, this is how we build trust with our clients. How? Clients expect our services and products to be at the same level of reliable quality each time. And our brand looking and feeling consistent each time reinforces that trust.
4. Has your business evolved since you started it?
All businesses change. The team grows, your offers adapt. You may also be expanding into new markets. So your brand should evolve too.
5. Are you unsatisfied with the kind and number of clients you have right now?
You love your clients, but you’re looking to expand your audience and find higher-paying clients. New products and services you’re introducing need to reach another target audience. A redesigned brand can help you connect with them and build that trust.
Do you need to redesign your brand? Let’s find out.
If you answered “YES” to 3 or more questions, you need to review your brand and work on a rebranding plan.
If you answered “YES” to 1 to 2 questions, you don’t need to redesign your whole brand, but it’s incomplete. You might be missing some pieces that enable you to market your business and be a total success.
Are you ready to take action? Schedule a Brand Therapy session with me. Let’s establish a plan to make your brand truly reflect what your business is today.