Things change. That’s an undeniable fact of this world we live in. Politics, the economy, and weather changes. So too does technology, personal tastes, and even societal tastes regarding what is popular and trendy. Because consumer tastes can and do often change, businesses have to do what they can to keep up with them and remain relevant in the market. This means that, even though their brand’s image and message may have been performing well enough for them, sometimes, a business may need to refresh their brand to continue remaining within the scope of the consumer’s attention. With a new year on the horizon, it’s a good time to consider a brand refresh for 2018. If you need help deciding, here are a few signs and reasons why you may need a brand refresh.
There are many ways for there to be a “new” company, whether it’s a totally new company just starting, a spinoff from another company, a result of a merger, or whatever. If you have a new company or a new company name, you will want to refresh your brand and create a new logo to go with it.
Perhaps your company has gone through a major transition this past year, and it is or will be very meaningful to your customer base, then a brand refresh merging the old and new in a fresh way will be a great opportunity to showcase it.
If your company is undergoing any sort of rebranding, then a brand refresh can provide some much needed support to the effort and inform your customers and potential customers that “here is the new us”.
Maybe you’re thinking of growing your business or trying to expand your business into other markets. If so, then a brand refresh will help you let your customers know, and provide an opportunity to inform them about your product.
How long has it been since you last updated your look, your marketing materials, etc.? Is it beginning to look a little stale? If so, you need a brand refresh to update your look. It doesn’t have to be anything drastic. Just a subtle change to the color, color positioning, etc. while retaining your distinctive design.
More and more people are using social media every day, and more and more businesses are using it to reach their customers. If your branding isn’t done uniformly across social media channels, it can hamper your brand recognition. You may need to do a brand refresh with your social media to make sure it’s uniform to strengthen your brand recognition among customers.
Take a look at the marketplace. Is it changing? What about your competitors? They may be changing, too. If the market it changing, you may be having a hard time standing out from your competitors, or you may be looking stale. If so, it’s time for a refresh.
Perhaps you’re losing your connection with your customers and target audience. This may be that your promotions and messages are “running on auto-pilot” and are not speaking to your audiences like they should be. Refresh so that your messages speak to them and meet their needs and expectations and make them feel that you “get them”.
If you find yourself meeting any of these requirements by the end of this year, you many want to consider doing a brand refresh in 2018.
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