A brand refresh is a natural part of the evolution of your business.
Just as you’ve changed the way you dress and style your hair through different stages of your life and within different contexts, how your brand looks and what it aims to achieve should evolve with time. You can accomplish this with the occasional brand refresh.
Generally speaking, you probably just need a brand refresh to clarify your strategy and execution. (As opposed to a complete brand overhaul which may be required if you need to completely change your business image.)
Some examples of a brand refresh could include:
- Updating your brand photography to appeal to a more specific audience
- Upgrading your website look and feel
- Refreshing your logo and/or brand colours
You don’t want to be changing your brand colours or website layout every couple of weeks. However, it’s a good idea to audit your brand from time to time. This allows you to make sure your brand conveys the message you want to communicate and helps you connect with your target audience.
You don’t even have to spend loads of money or time on it.
I recommend that you perform a brand assessment once a year to help you clarify your brand and business over time.
You may find there are times when you need to make some changes so that your branding isn’t costing you opportunities and business growth.
Having said that, don’t change your branding just because you feel like it.
One mistake some newer businesses make is frequently changing their branding – which tells me this: you don’t feel confident with your branding because you probably don’t have the foundations of your brand figured out yet, and your brand identity doesn’t reflect you and your business.
Here are a few signs you might need a brand refresh.
1. Your services have changed
You’ve either diversified your offerings, or you have scaled down your offerings to focus on a niche market. Either way, you want your brand to reflect these changes.
2. Your target audience has changed
While you may designed your brand with a particular target client in mind, you’ve since gained insights into who you want to focus on and what their specific needs are.
Whether you’re getting more specific with your niche or redirecting your focus, updating your brand identity will help you speak to this audience and connect with them.
3. You expect growth or a change in strategy
You’re about to roll out a new service, product, or even partnership. A brand refresh can help communicate these changes without alienating the audience you’ve built who are already familiar with your brand.
4. Your branding doesn’t communicate who you are
Does your audience understand who you are, what you do or why you do it?
Your brand identity should communicate why you are the best choice for your target audience. Perhaps your branding doesn’t speak clearly to your ideal client, or fails to communicate your unique value.
If it doesn’t, you may have to go back to basics to ensuring that your brand foundations are clearly defined, and making sure that your visual assets and messaging effectively communicate your purpose, values, and offerings.
5. Your branding doesn’t set you apart from your competitors
Does your brand identity clearly differentiate you from everyone else in a way that communicates your unique value?
If your branding doesn’t show potential clients what makes you different from your competitors and how you fit their specific needs, why would they choose your services over another?
Once you’ve completed a brand audit, determine if you need a refresh (updated colours and/or typography, an improved logo), repositioning (clarifying and honing your messaging), or a rebrand (a complete overhaul of name, brand identity, messaging, target audience, etc.).
Then relaunch strategically.
Feel like you need to go back to basics? Check out my (growing) suite of resources to help you build the foundations of your brand!