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Is It Time to Refresh Your Brand?

May 07, 2015

There are several indicators that tell us that a brand has had its day!

At the beginning of every year we set ourselves a myriad of new year’s resolutions – ways in which we want to improve ourselves over the coming year. But what about our brands? How are they performing and how much thought have we put into how we could improve them over the coming year?

In order for a brand to be successful in the long term, it has to evolve. One need only look at any of the brand heavyweights around to see how their brands have evolved over time.

Brands are becoming increasingly important in a world where consumers are being bombarded with choice at every turn. Take a walk through the supermarket & for each product that ends up in your basket, many were left on the shelf. In the market for a new phone, new clothes, new shoes?

Your options are endless. So what makes us choose one product or service over another? Essentially it comes down to the brand.

So what exactly is a ‘brand’? They are “mental creations by consumers that help them understand one company/product/service/industry over another in an increasingly competitive world” [source – Brandwatch]. They are the promise of value you’ll receive from a product or service [source – fastcompany.com].

With this in mind, how do we know whether we’re getting the most out of our brand or whether it’s time to set some new year’s brand resolutions?

According to website microarts.com it’s time for a brand refresh when:

  • Your brand no longer accurately reflects what you do or sell. For example when Apple started selling more than just computers, they dropped the word ‘computer’ from their logo & instead changed their tagline to ‘think different’.
  • Your logo/message is outdated. Over time the market and your customers evolve and as such you may find that your brand is no longer conveying the message you want or is no longer standing out against the competition.
  • Your competitors are saying the same things you are. By refreshing your brand you can ensure you carve out a point of difference that sets you apart from your competitors and resonates with your target audience.

In some cases refreshing your brand may not be enough & you may need to completely re-design it, so how do you know whether to merely refresh your brand or go back to the drawing board and completely re-brand?

If you have good brand awareness associated with your current brand, simply modernising the font/symbol or tweaking your tagline may be enough. However, if your logo/tagline no longer accurately reflects anything about what you do it may be time to go back to the drawing board and develop a fresh new brand that better suits your company.

Your brand can be one of your company’s most valuable assets so if you are considering refreshing or re-designing it’s always best to seek professional help.

Get in contact with us, we’d love to chat

call 08 9271 8600
email info@indepth.com.au
we’re located at 668b Beaufort Street (rear), Mount Lawley 6050

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Centrally located in the beautiful suburb of Mt Lawley, we are a boutique design firm offering a complete range of in-house branding, graphic, website and marketing design, as well as marketing and advertising services.

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