5 signs it’s time for a brand and logo refresh

23 Oct

Here’s how you can tell it’s time to update your branding, and how it can help your small business flourish.

Have you ever cringed when passing over a business card, or telling someone your web url? Or maybe you feel like your audience or target market has changed since you first started your business.

It might have gone something like this… when you started your business you had little to no budget for your design and marketing and you decided to DIY a logo in canva (no judgement here, you’ve gotta do what you gotta do!). You took a stab in the dark at who you thought your target audience might be, and thought - everyone needs my product, so my target market is everyone who can afford it.

Today, you have built up your audience and have some returning customers. Maybe you’re getting in contact with potential investors, or looking to expand your services and reach more clients. But, you still have your OG logo visible on your socials, website, and email signature

Markets are constantly evolving, consumer preferences are shifting, so it’s important to understand your dream customers and how your business is going to solve their problem. One way to do this is by refreshing your brand. Here are 5 signs that you should start to think about investing in your business:

1: It’s outdated and inconsistent

You'll probably have a hunch about this one, but if you're not ready to listen to it... Your brand is outdated if it doesn't represent the current products and services that you have on offer. Or maybe your logo and branding just look old, resulting in your business looking out-of-touch and undesirable for customers.

2: You’re not connecting with your audience

Your brand should reflect the values and preferences of your dream customers and clients. If it's been a hot minute since you created your brand identity, or if you just had the logo professionally designed and made up the rest (no judgement!), it's likely that you're not connecting with your audience.

3: You have brand shame

If you have felt embarrassed., or even had a sense of impending doom when you’ve told someone your web address, you’re ready for an update. This one is pretty self-explanatory - you should be proud to share your brand with the whole world, and feel confident using it too.

4: Your brand looks unoriginal

When you've started with little-to-no budget and maaaybe created your logo in software like Canva (you gotta do what you gotta do!), or bought off-the-shelf social media templates, it's easy to start to look similar to competitors. You need to create a brand that truly represents and is authentic to YOU.

5: You are merging or renaming

Last, but absolutely not least, you may need to refresh your brand if you're merging with another company or renaming. It's so important to create a brand identity that reflects the values and goals of the new business. It also helps your customers understand the changes way better!

The takeaway:

To sum it all up, refreshing your brand is an important part of staying relevant in a constantly evolving market. If you created your own branding, feel like your brand no longer reflects who you are, or you simply think it’s time for an overhaul - let’s chat!