You remember that day clearly – new logo, website, business cards, and marketing materials. You were on top of the world, and it felt great. Your dream launched, and you were off and running. Great, now that’s checked off the list! A rebrand is years away. Right?
I’m here to tell you… branding is an ongoing process. What? I can hear you now, “I have so much work to do for my dream clients.” If you stop branding, you risk becoming stagnant, and that’s the worst place for your brand.
First, let’s separate a brand refresh or makeover from an overhaul. An overhaul starts with a logo redesign and encompasses changing everything with your logo on it. Yes, everything. Having two logos will confuse potential clients. Not good.
Know the Signs of a Brand Overhaul
Four signs of when you need a brand overhaul include the following:
- You have new products or services, and the company name or tagline doesn’t reflect the additional options you offer.
- A product or service has been discontinued or changed, and the name and tagline don’t reflect the offering.
- Your audience has changed. This can be a new or different demographic or a generational shift. Either way, you have to keep up and make sure you’re resonating with the intended audience.
- Styles have changed. The same business card for the past ten years is a definite sign. Just like fashion, design styles change, and your brand will need to change with the times.
Overhauling your brand too often can be confusing for clients. Consistency provides recognition, comfort, and trust. It helps you build a relationship with your clients. Overhaul when it’s needed, and don’t be afraid to make that change. The reward can be significant.
If you’re not overhauling your brand, then what? Another approach tends to be more of an evolution. Here, the logo remains mostly or entirely the same. If the logo is tweaked, it could be something so small, you barely noticed. Then, everything else around the brand will pivot.
What’s a Rebrand?
When your brand launched, you had everything in place. Then, after some time you’re going to need to reorder marketing materials and update your website. Or, if you’ve been sailing along beautifully, it’s time to stop, evaluate, and review.
Do you and your clients still love the look? Does it look current? Check out the big brands. Everything from fashion, food, or electronics can be an inspiration. Is your brand performing how it should? If not, it’s time for a refresh!
Brands have personality. The visual design and the way the voice sounds make the end-user have a specific emotion about that brand. What feeling are you trying to evoke, and what emotion do your clients feel? If you’re not close to your goal, it’s time for a makeover.
There should be some design element that is consistent online and offline. Maybe it’s a series of bars down the side, stars in a specific pattern, or swoops. The color combination and color tones are easily identifiable.
The tone and voice should be consistent, as well. Just as the look can change, the way the brand sounds with content and the written text can evolve. For example, shifting from a very corporate tone to one that is conversational would be noticeable.
As your business starts to flourish, its personality will too. So hang on; it can be an exciting journey. Besides, who doesn’t like new marketing materials?
So, where do you get started with a brand refresh? Anywhere you want to! You could start with the marketing item you need most. Or you can begin with the most crucial one you use to reach your client. Be sure to prioritize the list and build a refresh plan. Then, check out these brands that got it right.
Branding is a continuous process. Every client touchpoint is a branding opportunity. Make sure the brand shows up the way it should as new touchpoints occur or things change. A few include the way you answer the phone, respond to e-mails, contracts, social media, and develop autoresponders. As your business expands beyond a handful of team members, these touchpoints grow too. Everyone must be on-brand.
If you’re not on brand, then you’re off, and your audience will notice. Do you struggle with branding your business? Outsourcing to a professional could be an option for you.
Leave me a comment and let me know what phase your business is in right now.
Ready, Set, Grow!
All my best,