The LAB | July 9, 2020

Is It Time for a Brand Refresh?

Deciding whether it’s time for a brand refresh isn’t as easy as spotting that a lamp, door, or lock needs changing.

So how do you know whether it’s time for a brand refresh?

What does that phrase even mean?

A brand refresh is essentially a makeover of your brand. Just like a new outfit or a haircut can transform your presence, an updated/upgraded/new brand identity can do the same for your business.

Let’s take a look at some of the signs it’s time for a brand refresh.


Is It Time for a Brand Refresh? by Accentuate Web Design and MarketingYour Branding is Inconsistent

If the logo on your website is different from the one you use for your product packaging, it’s time you consolidate. Choose a single colour palette/scheme and stick to just one headshot, bio, and tagline. You won’t need any more than that.

The Solution: Choose a consistent brand identity.


You’ve Changed Your Offering

If you find that your brand isn’t accurately reflecting what your business stands for and offers today, it’s a clear sign it’s time for a brand refresh.

If you have some significant changes to the way your business operates, you need to ensure your brand identity is mirroring those changes.

The Solution: Remove everything from your marketing material and website that you’re not offering anymore. You don’t want to make a false promise to your customers. If you’ve added anything to your offerings that helps you to stand out or boost revenue, you must highlight things such as these in your marketing and branding.


You’re All Set to Grow Your Business

Planning to expand your business? Perhaps you are aggressively marketing your business or adding a new product line that will propel your business to the next level.

Growth is great, but it has a huge bearing on your brand. As your business grows, the approach to consistency in your branding efforts might slightly waver.

The Solution: A brand refresh can help fix inconsistency issues that may crop up when you’re on a growth trajectory.


Your Brand Identity Looks Tired

If your brand identity is looking dated, it certainly needs to be refreshed. Here are some signs your brand identity is dated:

  • Perhaps lots of new competitors are cropping up, and their brand identities are a lot more modern compared to yours.
  • Your brand identity looks bad, so much so that you’ve stopped printing marketing collateral.
  • Your logo looks like it was designed in the nineties or even eighties.

The Solution: Modernise the typography and fonts. Update the colour palette. Invest in new stationery design. Have your brand identity tidied up a bit. Or get a completely new identity.


You are Moving into Newer Markets

If your company is moving into new markets or expanding its product line-up, it can certainly do with some brand refresh.

When you are adding a lot of different products to your offering basket, it’s important to ensure your brand identity reflects what you are offering your customers.

The Solution: You may want to simplify your logo to reflect your departure from a single-product brand to a multi-product one.


Parting Thoughts

Change is the only constant. And it’s only wise to keep up with the changing times and situations. So if you realise that some or many of these signs hold for your business, then consider investing in a brand refresh sooner rather than later.

Perhaps you’re also planning to invest in a website redesign? Accentuate Web Design & Marketing can help. Talk to us today to discuss your project. Call us on 0457 444 589 or send us a message, and we’ll call you.

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