Ever looked at your branding and realised it just doesn't resonate like it used to? If the answer is yes, you're probably due a brand refresh. Thats a good thing! It means you and your business have grown.
As a creative business owner, you understand the importance of maintaining a strong brand image. Your brand is the face of your company, and it's what sets you apart from the competition. When your branding no longer feels reflective of you and your company ethos, it is time to switch things up. That being said, a brand refresh is no overnight job. It take strategic thinking and an investment of time and money, so you need to be sure it is right for you and your business before proceeding.
We've identified three red flags to look out for that indicate your branding is crying out for a makeover. So let's dive in and discover how to breathe new life into your brand!
1. Your services have evolved
Ask yourself, are you still offering the same service as you did when you started your business? Maybe after a few years in your role, you may have noticed your aptitude for a particular niche service? Or maybe, as an industry insider, you became aware of a particular gap in the market and seized the opportunity? Whatever the story, it is not uncommon for a businesses services and offerings to evolve over time.
Adapting your offerings shows great entrepreneurial spirit, you just need to make sure that your branding now clearly reflects what you do. Clients want a clear understanding of what they can gain from working with you—your brand message is how you tell them.
2. You're not standing out from the competition
Lets face it, most creative industries are pretty saturated. We're sure you have a distinct USP that makes you stand out from the crowd, you just need your target market to know that too. How? With great branding.
You want to create a brand image that is distinctly your own, one that does not look or feel like a clone of your competition. If a few years back your brand felt fresh and interesting next to its competitors but now other firms have caught up, it is time to raise the bar again and undergo an innovative brand refresh.
3. You're catering to a new clientele
Every creative entrepreneur goes into business with a certain target market in mind, however as your business grows and evolves you might find that so to does the clientele most interested in your product/service.
Does your branding appeal to this new demographic? Two tests: is your portfolio of work to date coherent with your branding? And will your current branding attract your dream future projects? If either answer is no, you know what to do.
4. You just know
You know your business better than anyone else. If you have an inkling that something isn't right, listen to it. Some signs are obvious, like those outlined above, but some are more subtle. You need to be completely confident in showcasing your brand to the world and if you're not 110% on your branding, that is not going to work. So go with your gut and direct your brand as you see fit.
A brand refresh might be just what you need to reignite your creativity and kickstart a great new era for your business—exciting! But remember, these things take time. Introduce your new brand look slowly teasing it through your social media, website and brick-and-mortar store.
