A brand refresh can breathe new life into your business, keeping it relevant and top-of-mind in a competitive marketplace. But when is it the right time to embark on a brand refresh? Here are a few factors, internal and external, that suggest that it might be the time for a new look and feel for your brand.
You’ve shifted your brand’s focus
No business is static. Your company’s objectives, key focus areas, and value propositions likely change over time. When you’ve pivoted, it’s important to take a step back and make sure your brand’s aesthetic and messaging still align to your updated game plan.
Your audience has changed
Audiences change over time, too. If you’ve launched new products or services that appeal to a different demographic or type of customer than previously, it’s important to do some work to make sure that your brand appeals to your new target customer. Persona work, as part of an overall brand refresh, can be especially valuable here.
The technology has evolved
The tools you use to build and maintain your brand change over time. For example, if your website was built 10 years ago, you’re likely dealing with some visual and technical limitations that simply aren’t an issue on a newer platform. Tech capabilities are expanding every day, and updating your brand to take advantage of new functionality is a smart move.
Your competitors have leveled up
In competitive industries (read: all industries), it’s important to keep a pulse on what your competitors are doing. If they’ve updated to a flashy new brand that stands out, clearly showcases their value, and attacks your value props, a counter-attack is necessary.
Your brand just looks…old
Tastes and trends change over time. If your brand has been static for a long time, you may find that the colors, fonts, photography styles, and tone of voice that once were cutting edge today simply seem outdated. Aesthetics are an important part of your brand, and a facelift is simply required every so often.
Ready for a glow-up?
Over the last two decades, we’ve helped brands in a wide range of industries give their brands the updates they need to succeed in an ever-changing environment. Whether you just want a simple logo refresh, a full-fledged rebranding, or something in between, our expert team of designers, strategists, copywriters, and developers can give your brand a new lease on life. Contact us to start the conversation about your brand refresh needs.