Every company needs to update its branding from time to time. Here are five reasons you should periodically revisit your branding choices and consider the benefits of an update.
1. Keep your image modern.
All enduring brands have evolved over time. In glaring examples like Coca-Cola’s beginnings as a 19th-century “brain tonic” and blatant racism in early marketing of brands like Aunt Jemima and Kellogg’s, it becomes obvious that to survive over time, branding must change. With the world changing at an unprecedented and accelerating pace, companies must assess their branding and messaging regularly and frequently to avoid falling behind the times and appearing outdated and out of touch. If you haven’t revisited your branding in a few years, consider whether it’s time for an update.
2. Connect with new markets.
Maybe you’ve build success with a core audience who is loyal to your brand and products or services, but you’ve hit a plateau in your company’s growth. As you begin to reach out to new markets, rebranding can help you connect with the expanded audience you seek. Any time you want to attract new audiences, it’s a good idea to build buyer personas to help you understand and market to the individuals who make up those audiences. Based on the understanding you develop, consider whether new branding could help you connect with the individuals you’re trying to attract and engage.
3. Align with changes in your business.
As your business grows and changes over time, so should its branding. If your company has grown larger, expanded its product or service offerings, or made alterations to its marketing strategy, then your branding should be updated so it can continue to reflect the nature and personality of your business.
4. Distinguish your brand from competitors.
If you’re noticing that a lot of the branding in your industry looks alike, then refreshing your brand can help you to step apart from the crowd and distinguish your business from the competition. To develop a loyal following, your brand needs to be memorable. When consumers look at your logo or website, they should know instantly that they’re looking at your brand, not a competitor’s.
5. Stay relevant in a changing world.
As current events have been relentlessly telling us, the world is an unpredictable place. Public rhetoric shifts, and ideas or messages that were once thought benign in the popular culture can become inflammatory as social and political contexts change. (Consider the Chief Wahoo debate that continues to dog the Cleveland Indians.) It’s important to constantly be viewing your marketing materials through a current lens and understanding how evolving attitudes and public perceptions may influence how your messaging is received. As always, consider the audience that you most want to reach as well as audiences that you may want to attract in the future.
If you’re ready to discuss rebranding, Blue Frog Marketing can help! Our staff of professional graphic and web designers, writers, and strategic account managers can work with you to develop visual representations and supporting materials that reflect your company’s mission and personality. Click the image below to request a free consultation.