The temperatures have dropped, the trees are bare, and it’s that time of year when we start to reflect and think about renewal. When it comes to your business, a new year can trigger thoughts around a brand audit and potentially elevating your brand identity. However, contrary to what many people believe, branding isn’t a one-time, check-the-box activity, and it doesn’t have to happen at a certain point on the calendar. Should your brand identity be designed in such a way that it withstands the test of time? Absolutely. But can you just set it and forget it? Definitely not.
A brand identity is not effective simply because it exists. Your brand lives within a dynamic competitive marketplace that is constantly evolving; depending on how your brand is perceived and performing in the environment, you need to stand ready to evolve as well. Often times, you can do a minor facelift and avoid a major overhaul. But how do you know when it’s time for a rebrand? Consider these 5 scenarios:
1. Your initial budget was no (or low) budget
When a business is just getting off the ground, investing in brand strategy and design often feels like a luxury you can’t afford. As a result, the brand identity comes together from an urgency to get the ball rolling, and not necessarily with a carefully-crafted game plan in mind. Even if your brand positioning or brand visuals are on the right track, they may benefit from a supercharge to help you stand out from your competition and reach your goals faster.
2. Your organization has undergone change
Businesses grow and change over time. It’s hard to stay competitive if you’re constantly playing to the way things once were, versus looking forward to the future. Whether you’re reacting to the state of the world or proactively auditing your mission and operations, changing up the way you do business demands a shift in how you communicate your brand’s essence to your customers. It’s impossible to be all things to all people, and a visual identity that resonates with one audience may fall flat with another. If you’re trying to appeal to a new or different target market, the visuals and messaging need to be strategically considered and intentionally designed.
3. Your visual presence is dated
Everything old is new again, right? That might be true for the mullet, but not when it comes to branding. There was probably a time when your brand visuals felt right on trend, but trends fade and what once felt new and fresh now just feels tired and clunky. Technology is changing at warp speed, and if your online presence looks like it’s a few years old, then it’s time for a facelift that promotes today’s standards, e.g. mobile responsiveness or a modern aesthetic. While you might not want or need a ton of bells and whistles on your website, you should at least want to generate a positive user experience for your customer base to keep them coming back.
4. You’re struggling to recruit new talent
The job market is highly competitive right now. If your current positioning isn’t hitting the mark, or if your company comes across in a way that feels a bit too old school, quality candidates may pass you by. Good talent wants to be aligned with companies that are well-perceived, and your brand is critical in attracting—and retaining—talented resources. You’re only as good as the people who work for you, so make sure that you establish a solid core identity that consistently reflects your purpose, values, mission and vision. This foundation will not only attract a wider applicant pool, but will also allow the benefits of working for your company to speak for themselves.
5. Your market positioning is not up to snuff
Your brand is your special sauce and it’s what helps you stand out from the crowd. How you position your company or organization is what compels people to believe in your brand…and take action—or not. It’s important to be differentiated in the marketplace in such a way that people choose you over your competition. Effective positioning relies on a carefully-designed visual identity and purposeful messaging in order to resonate with consumers. If you feel like your current market positioning is falling flat, or if you’re looking to shake things up and disrupt the market, it’s time to rethink your brand identity.
The truth is that branding is a fluid process, not an overnight event. While the brands of yesteryear were created by companies themselves to attract customers, the successful brands of today are consumer-driven. Strategic messaging and visual identity are critically important because they create a space where consumer engagement and brand-building can thrive. If you’re ready to revamp the foundation of your business, let’s talk! We’ll dig deep to help you lay the groundwork for a solid brand identity.
Is your brand in need of a redo? Contact us for a 30 min consultation.
