Does Your Brand Need a Refresh? 10 questions to ask yourself.
Every strong brand will gradually date and fall behind as a business grows and evolves. Therefore, a brand refresh is critical to maintaining relevancy in the market. But how do you know when you need one? While each brand is unique, there are a few reliable ways to determine whether or not it’s time for a brand refresh.
1. Is Your Branding Outdated?
Customer and market tastes change, as does your business. Moreover, the channels we use to communicate are changing as well. Consequently, it is important to take a step back and determine if your current branding is still relevant in today’s market. You’d be surprised how small improvements can reinvigorateate your brand.
2. Do You Have Multiple Branding Personality Syndrome—or Zero Personality?
Some businesses want to be everything to everyone and don’t want to exclude or restrict any potential customers or clients. They fear that catering to a niche audience will limit sales opportunities. However, if you try to be everything, you’ll end up being nothing special. Your brand is your opportunity to tell your clients exactly why you are the one for them and should be clear, appealing and enticing.
3. Are you Continually Comparing Your Brand to Other Brands?
Do you find yourself comparing your brand to others in your industry, and maybe feel a little envious or left behind? Instead of wishing things were different, take this as a sign to be proactive and refresh your brand.
4. Do You Stand Out from the Competition?
Even if you have a great product or service, it’s not enough if customers can’t distinguish your brand from the rest. To find the uniqueness of your brand, get to the core of who you are and what your business represents. A refresh can help you stand out from the rest.
5. Is Your Message Consistent?
Branding doesn’t only cover your logo; it encompasses language, colours, and imagery. Each aspect of your brand should be instantly recognisable to current and potential customers. The best way to do this is to refine your ideas and values into a voice and image that best represents you and your business and ensure every element ties together.
6. Are You Reaching the Right Audience?
As mentioned, it’s often better to find a niche audience and focus your branding. However, that requires knowing your audience and what works to attract them. If your branding isn’t focused right, it is unlikley that your desired audience will respond to your brand in the way you would like.
7. Has Your Company Changed?
If you’re planning a merger or new partnership, or your business has diversified, you’ll absolutely need to revisit your branding. Business transition provides the ideal opportunity to refresh your brand. Likewise, a brand refresh is also a great way to let your customers know about the changes. If you have already put your energy into building a brand recognisable by your customers or clients, a refresh is much more viable than a total overhaul.
8. Have Your Customers/Clients Changed?
Not only do businesses evolve, but customers and clients do too. Consequently, the customers you had a few years ago, may not be the same ones you have now. If you’ve expanded your
products/services or shifted direction, your branding will no longer reflect your business adequately, so it may be time for an update.
9. Is Your Brand Converting?
You’ve got a website, but your client list isn’t growing very fast, there’s nothing but silence on your blog posts, and your site isn’t converting sales. By using Google Analytics, you can find valuable information about customer behaviour on your website and refresh your brand accordingly.
10. Do You Want to Attract New Customers?
If you wish to pursue a new audience, a brand refresh could be in order. However, you don’t want to alienate your existing customers. Adjusting your brand with language and designs that speak to both audiences could be precisely what your brand needs.
Branding is vital to your business marketing strategy, and it’s essential you get it right. Therefore, make sure you get expert advice for your brand refresh and avoid costly mistakes.
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