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27 February 2018

BRANDING 101: How often do I need to refresh my brand to stay competitive?


Let’s put this into perspective… Would you walk into a meeting with your boss or a new client looking like this?

Marketer refreshing branding from 1980
(image via Pinterest)

How about this?

Marketer refreshing branding from 1980
(image via Pinterest)

There’s a good chance that your own personal style has evolved over the years so it makes sense that your brand would too… unless being the brand version of a bad 80’s cliché is your right up your ally.

We get it though, brand development is a huge process (and certainly not one that you’re keen to revisit soon).

BUT to stay competitive in you niche, appeal to your target market and evolve as a business, it’s so important to revisit and refresh your branding every 2 to 3 years.

What exactly are we talking about when we say “your brand”?

Your brand is a lot more than just your logo, it’s the colours, the fonts, your tone of voice in headlines and calls to action, the images you use across all materials and the way you position yourself in your target market and deal with customer issues.

We understand this process because we have been through it ourselves in the evolution of our own brand, Wahoo Advertising and this is what you can expect along the way.

Start with your logo

This could mean simplifying your logo more than anything else – take a look at what you have already and refine it so you communicate with your customers more efficiently. For example, remove a colour or two or remove the tag line as part of the logo design.

Your #1 Sales person a.k.a your website

We all know that the world of tech pushes boundaries everyday so your website may not always be as user friendly as the latest trends if you bypass the brand refresh process.

Marketing material, images and colours

A brand refresh is the perfect opportunity to update your positioning statement and communications to ensure that your collateral engages and is relevant to your target market.

Common mistakes

So often we see logos and brands that are based on the business owner’s personal preference but it’s important to remember that what you may like, is not necessarily what will attract your target market.

For example, the colours you use can have an emotional effect on the way your customers perceive your company or the font that you use can give the wrong impression or may even be unreadable.


Wahoo Advertising

If design isn’t one of your core skills, at Wahoo we have a team of creative minds that are ready to help you with your branding!

Connect with us today and talk with our branding expert, Charlotte!

Wahoo Advertising

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