Your brand’s visual identity is one of the key differentiating factors separating you from your competition. It is most people’s “first impression” of your company. Considering the power of the brand, it is safe to say that enhancing your brand every once in a while is definitely not a bad idea.
Think of a brand refresh as more of a facelift, leveraging existing brand equity while expanding the look, feel and messaging with fresh treatments and positioning. It may just involve looking for ways to explore new type treatments, color palette expansion, photography styles, messaging and other brand elements.
With every passing day, technology is getting more advanced, marketing expectations are reaching new heights, and you DO NOT want to get left in the dust. No responsive website? No SEO? No Social Media activity? A flat and unexpressive logo? It’s the 21st century people- make sure your brand fits in here!
Companies that haven’t changed their appearance, their methods, or their advertising in many years seem “outdated.” When you see a brand tweak their logo, update their website, or begin a new campaign, it shows that they are active and are investing in their brand. It screams “Hey! We want to stay current and relevant to our audience!” To put it simply- it shows you care!
A common reason for hesitancy when it comes to refreshing your brand is the history of the brand. “It’s been around for 50 years,” “People recognize us,” etc. While these are great statements, they speak more to the current employee base that have developed a love for the brand. And love is blind. If you are looking to hire new talent, you will find that most people want to work for inspiring and current companies that not only look, but operate, with 21st century efficiencies. Don’t miss out on the cream of the crop with an outdated brand!
Whether it is a minor or a hefty change, refreshing your brand is ALWAYS a good idea. We don’t mean every month, but when your brand begins to feel “stagnant,” do something about it! You will find that a brand refresh energizes internal employees in the process. Just remember to stay true to values and mission of the brand, and don’t be afraid to have a little fun with it!