How to Know it’s Time for a Brand Refresh
Picture this – your website has had some success, but people have a hard time finding what they’re looking for. Or maybe your website looks a bit clunky or outdated. You’re probably worried because while your business has had some success, it isn’t growing like you were hoping for.
SOUND FAMILIAR? YOU’RE IN THE RIGHT PLACE.
It’s hard to know when it’s time to refresh your brand, especially if your current brand is something you’ve worked really hard on.
Think of it this way – a brand is like the makeup and fancy stuff you put on for a first date – it’s your first impression to the world to say “Hey, this is me. This is my business and this is what we’re about.”
Without good branding, you might as well have just shown up to the first date in your hoodie and pajama pants. And no one wants that.
A brand refresh is a chance to take a look at your business, determine how it’s changed, and where you want it to go. It’s an opportunity to align all of that in a clear and concise way visually for your end user. With a refresh, you’re able to put all the core values and messaging of your business into a brand strategy that appeals to the exact client you’re looking for. A refresh is a chance to say – “I’ve changed, but I’m still here” – better than ever.
Here’s how you’ll know it’s time to freshen things up a bit:
You’re Attracting the Wrong Clients
Maybe you’re not having an issue attracting people to your site – but are they the audience you’re looking for?
Starting with your audience is key in building your brand. You have to know who you’re talking to before you can decide on your message. If the people landing on your website aren’t generating leads or following through with your end goal, there may be some miscommunication with your current brand strategy.
Maybe your branding is a hodge-podge website and logo, thrown together in a do-it-yourself effort to have something to show. If that’s the case, you’re going to attract clients looking for a cheap DIY fix themselves. Those won’t be the clients willing to pay you for your expertise.
The goal is to get people to your website who will follow through, become customers, and are willing to pay you what you deserve, right? If the answer is yes, then it may be time for a brand refresh.
Your Message is Inconsistent
Forever 21 – known for its inexpensive and trendy clothing – came out with a short lived maternity line in the mid 2000’s. There were a lot of reasons this was shocking to the public, most of all being that Forever 21’s brand is geared towards teenagers and tweens. On top of that, it was launched in states that have a high teen pregnancy rate… so you can imagine this quickly turned into a PR nightmare.
Now, your brand may not be suffering from severe inconsistencies like this… but it’s important to ask yourself:
- Does my brand match my audience?
- Is my voice what my audience is looking for?
- Does my audience actually have a need for my product or service?
Knowing where the inconsistencies are now can help you address them and decide on a strategy to fix them.
You’ve Had Major Changes in Your Business
There’s a lot of change happening in the world these days, and possibly your own business is impacted – for better or worse.
Maybe you’ve changed the services you provide or you’ve decided to bundle products to make your work more valuable to your clients. You might’ve even changed the way you do business entirely.
Whenever you have major change in your business, it’s important to make sure the branding and visual identity are in line with these changes. You want to show that change has been good for your business and you’re thriving with a new visual identity.
Change can be difficult, but it can also be a great opportunity to align your branding and your goals.
You’re Struggling to Grow
You have a business plan, you’ve marketed yourself to friends and family, your energy is up and you’re ready to move – but all you hear is crickets.
Sparking growth is one of the hardest parts of owning a business and being an entrepreneur. Customers and clients need to feel some level of trust before they commit to your services. If you’re introducing yourself with an outdated or poorly executed brand, it’s difficult for potential clients to trust you.
Giving your brand the refresh it deserves can mean the difference between real growth and becoming stagnant in your business.
It’s time you saw GROWTH!
Did any of these (or maybe all of them) sound like your situation? Then it’s time for a brand refresh. Don’t worry or let yourself get overwhelmed. I’ve got your back. You’ve put in the hard work – don’t you think it’s time you saw the growth you and your business deserve? I sure do!
Let’s talk and see where your refreshed branding strategy will take you!
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