If your brand is outdated, you’re not reaching your audience or your business’ overall offering has changed, it might be time to update your business brand identity.
When a business grows and develops, your brand must reflect that expansion. The mission and vision of the company should be clear to current and potential clients. A brand needs to be flexible to satisfy the needs of its users. The modern user is constantly changing to be in tune with current market trends.
How important is updating the corporate image to give a fresh and revitalised impression of the company? Find out below!
Some companies mistakenly believe that their branding has no need to be modified or updated. Many others are worried about implementing changes that their brand needs with the fear that this development will have an impact on customer loyalty. The truth is that there are ways to update the brand identity, modify the name of the company, combine or even separate elements of the logo, while keeping the essence of the business. This can be archived without breaking the fidelity already established with its audience.
WHEN IS THE RIGHT TIME TO UPDATE YOUR BRAND IDENTITY?
If your company faces one of these five scenarios, it’s time for a refresh.
1. YOUR BRAND IS OUTDATED
You may have had a revolutionary logo when you started your business, but time passes, not only for people, also for companies. Take an honest look at your visual style and evaluate if your brand is suffering the effect of time. If the brand is not evolving and developing with the market, it is time to update your identity to represent it in a fresh and contemporary way.
2. YOUR PRODUCTS, SERVICES OR EXPERIENCES HAVE CHANGED
Is your brand’s messaging an exact reflection of what your business is and offers today? Most companies grow and evolve to remain relevant, some extending their reach in the market, others limiting their commercial proposal or specialising their products or services. Your brand should reflect this change.
A good example of this is Starbucks, born in 1971 as a local coffee roaster and retailer, it’s logo stood out until 2011 with the use of the word “coffee”.
After 18 years without adjusting its branding, a meticulous redesign said it all: the name of the company and the word “coffee” disappeared, leaving only the symbol of the mermaid reflecting the change in direction of the business and the inclusion of other beverages such as tea, ice cream and juices.
3. THE CURRENT IDENTITY IS INCONSISTENT
Maybe you use one version of your logo on the website, another in your printed materials and a different version for digital marketing channels. This causes great confusion with your audience. As much as you may use an umbrella brand, the important thing is to be consistent and careful with the visual alternatives.
4. YOU ARE NOT REACHING YOU AUDIENCE
Possibly you are no longer connecting with the expected audience because they are also changing their preferences and habits over time. If you want to target a broader or smaller demographic, a more youthful or mature target market, the update of the corporate image will allow the brand to reach the desired market.
5. YOU ARE PREPARING FOR EXPANSION
If you are about to increase the presence of your business through your online marketing channels, release a new product line or a merger that broadens your market, it’s a good time to re-evaluate the brand to ensure it is reflective of your new purpose. Completing this change prior to growing your business will make sure you have everything you need to succeed.
ONE OTHER THING TO CONSIDER WHEN THINKING OF A BRAND REFRESH
Finally, parallel to the refresh of the brand, you must develop new brand applications (style guidelines, marketing materials, websites and social media or any other promotional products).
Below you can find a step by step process that Prospace Design uses to help refresh the brands of its clients:
To stay strong and competitive in an increasingly changing market, we must safeguard our brands’ identity. If your business is not evolving with the market, maybe it’s time to think about some visual strategies to update your image.
There is nothing more challenging, attractive and fun than working on developing and updating your brand!
Thinking about a refresh for your brand? – talk to Prospace Design
Cam has a diverse background in Graphic Design, which has seen her work across a range of projects from marketing strategies to retail development, notably for some of the leading brands in Chile and Australia.
With a three-dimensional vision of graphic design, Cam’s ability to add value to a project by offering a tone of voice that complements the interior design is where things get really exciting. Not only does she enjoy the challenge of pushing the boundaries, but also understands the sensibility in making commercial decisions that will engage with the customer.