How often do I need to refresh my brand?
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, and this is exactly 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.
