No matter what your business does, there’s no doubt that nailing your brand identity is incredibly important.
According to statistics from Edelman, 81% of consumers need to trust a brand to consider buying from them, and brand recognition and brand identity are a huge part of creating that trust with your customer base.
Keeping your brand relevant and appealing to your target market is essential for continued success. So how do you know if it’s time for a brand refresh?
Here are eight signs:
1. Your visual identity is outdated
Over half of a brand’s first impression is visual. So if your brand identity is outdated or doesn’t match who you are as a brand then it’s time for a change. You need an identity that will make your brand look and feel contemporary and relevant, one that will appeal to your intended audience.
2. Your target market doesn't connect with your brand
One of the most important things your brand identity needs to do is appeal to your target market. And if your target market is telling you that they don’t find your current offering appealing then that is the biggest sign you need that it’s time for a change.
3. Your brand identity is inconsistent
When it comes to establishing a brand identity, consistency is key. A study from Reboot found that consumers are 81% more likely to recall a brand’s colour than to remember its name. So if your colour, design, tone, or other brand details change across every platform you use, your consumer will never remember who you are.
4. Your brand identity is confused
Who are you? What do you offer? What do you want to achieve? If you can’t answer these questions in a sentence or two then your brand identity needs to be clearer. If your customers don’t understand what your brand stands for or confuse it with other brands, it’s time to clarify and strengthen your brand identity.
5. Your target audience has changed
Audiences change. Demographics get older. Your brand may appeal to different consumers now. No matter the reason your target audience has changed, your brand identity needs to change too. Your brand identity needs to resonate with your new audience, no matter how hard it is to let your old identity go.
6. Your business is changing and growing
If your business has grown, added new products or services, or shifted its focus, your brand should reflect these changes. A refresh can align your brand with your current business strategy and goals.
7. Your brand doesn't feel unique
If your brand identity looks similar to that of your competitors then what will make you stand out? How will your audience know who you are? Let’s imagine you’re in the fast food arena—you don’t want branding that is red and yellow, those are distinctive McDonald’s colours. You need something unique, different, and new in the market, something that stands out as your own brand. Colour increases brand recognition by up to 80%, so pick a colour palette that is unique to you in your sector!
8. Your not proud of your brand
If you’re not proud and happy for people to engage with your brand, it probably isn’t doing a good job of communicating what you’re all about. You should want to share your brand and your business with everyone and shout about it from the rooftops. If you don’t, it’s time for a change of aesthetics.
Conclusion
A brand rebrand doesn’t have to be expensive but it can give a business a huge boost. Updating your visual identity will allow your brand to better resonate with your existing audience whilst also attracting a whole new audience.
If you feel your business needs a rebrand we’re happy to have a chat.
