We’ve chatted before about how your business is almost like a living and breathing thing. So, just like a person, it’s always evolving. Chances are that where you started on day one, is not where you’re at today.
As you grow, don't forget to think back to the core of your brand.
What’s it mean to refresh?
A brand refresh works to update a business's image, in order to make it more focused and successful.
A brand refresh can be anything from a breath of fresh air to a full on re-do, which is called rebranding. Depending on what's changed as your business has grown, all you may need to do to better get your updated message across is change a font in your brand standards. But other times, like if your audience has changed from teenagers to ladies in their early 20's, more drastic and robust changes may need to occur.
But no matter the scope of a refresh, it is important to understand that it's more than redesigning your logo or updating your website. It starts by looking at the core, which means reevaluating your purpose and making sure your offerings and message align with that purpose. It is only then that the design should be looked at and the scope of visual change evaluated.
Is it time for refresh?
A refresh isn't always needed. Ask yourself these questions when trying to figure out if this is what your business needs right now.
What is your purpose today? What was the purpose the day you started?
Is your response the same or different? If it's changed, then everything in your business has changed and it's time to realign and refresh how you're presenting yourself.
Who's your audience?
Over time, have you focused in on a particular audience that you're happiest working with?
If so, you'll want to make sure you're targeting this niche and probably need a refresh. Also, if you're attracting the wrong folks, that's a warning sign that something is off and you should take a look at a refresh.
Does your design match your message?
As you've learned more about branding, design, and messaging as you've run your business, you may have learned things that you didn't realize when you first started. It's key that the message of your brand lines up with the design.
Is your brand consistent?
If you've been working on your branding all on your own or slowly developing it over time, there's a chance of things becoming inconsistent. All aspects of your brand need to be consistent so that you come across as professional and that your message is clear. A refresh will force you to look at all the moving pieces and align them into one cohesive message.
Is your brand outdated?
Similarly to having built a brand slowly over time, things may just be outdated. You don't want to refresh every year and you don't want to refresh just because you're bored. However, what you may have created ten years ago, probably isn't still working. Technology has changed. You have changed. Your audience has changed. And therefore, your brand needs to change.
A refresh can help define why you do what you do and make sure that it is represented well throughout your entire brand. Going through the process gives you the time to dig deep in your brand so you can know if your brand is working for you and doing the best it can for your business.
Brand refresh projects are some of your very favorites. If after reading this post you think your brand may be in need of a refresh, we'd love to chat with you about the details.