6 Signs You Need A Brand Refresh

Let me take you down memory lane – do you remember the time when you first came up with your brand identity? Figuring out your logo, color schemes, fonts, and brand details was quite thrilling, right?

The launch was even more exciting, and your brand identity has helped you get your name out there. However, if it’s been a long time since the first time you’ve done this, how do you know whether your identity is still working for you? 

In other words, have you asked yourself whether it’s time for a brand refresh?

It may sound like a shocker, but the signs of needing a brand refresh can be overlooked during the daily hustle. Because of this, you may not be pulling as many bookings as before, or your brand message isn’t connecting with people in the way you’d expect. While this may seem stressful enough as it is, once you recognize outdated branding, it seems that the panic alarms are in full blast.

First, let me reassure you that everything isn’t all doom and gloom, even though it may seem like it! Doing a brand refresh is pretty easy, as long as you recognize the signs on time. And this is exactly what I’m here to show you!

Given that this is too good not to share, here are the signs that your brand consistency is taking a toll and seriously needs a refresh.

Table of Contents

• Your Visual Identity Feels Dated
• Your Audience Doesn’t Connect With Your Brand
• Your Target Audience Has Changed
• Your Brand Identity Is Confused and Inconsistent
• Your Offerings Are Changing
• Your Brand Doesn’t Feel Unique

1. Your Visual Identity Feels Dated

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What’s the first thing people notice about your brand? If you answered visuals, you’re definitely right!

Branding visuals give the first impression of who you are and what you bring to the table. With that in mind, if the visuals feel outdated and don’t really relate to your story, a revamp is more than needed.

One of the best practices for a brand refresh is to check out what’s currently trending. For instance, minimalism will never fall out of style, but balloon-like fonts have become very popular recently. Looking up these trends will surely get the inspiration gears going!

But be careful – the visual elements you go for need to make your brand feel modern and relevant, yet also authentic and one-of-a-kind. This way, you’ll stand out from your competition, paving the way to your intended audience.

2. Your Audience Doesn’t Connect With Your Brand

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Imagine that you’re running a business targeted towards teens, but you keep using a more sophisticated and “classy” language. You don’t need me to tell you why these two don’t match.

One of the biggest signs of outdated branding is when your identity doesn’t connect with your intended audience. You need to pay attention to how your audience reacts to your newest offerings, as this shows you how you need to “tweak” your strategy.

3. Your Target Audience Has Changed

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Speaking of the audience, you need to keep in mind that yours will eventually change. Let’s face it – as we age, our preferences go through drastic changes. Simply put, what you liked five years ago won’t seem so hot today.

The same goes with your clients and customers. Your brand may appeal to different people now, which is why you need to tailor your brand refresh to them.

I know this process may be difficult, considering that your “original” identity has stuck with your heart. But once you let it go and update with a fresher look, you’ll see how your brand will start to thrive and even reach new levels!

4. Your Brand Identity Is Confused and Inconsistent

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There’s nothing more important than branding consistency – period. When you’re doing a refresh and start looking into trends, you’ll see that they vary from platform to platform. For example, what might be good for Instagram won’t be as effective on Pinterest.

With that said, you need to ensure your brand is consistent through and through. Let’s say you’re using a neutral color palette – going for darker colors just doesn’t seem right.

Additionally, potential clients are likely to remember your visual elements rather than your name. So, if your identity is consistent throughout all platforms, you’re bound to be unforgettable.

Another important thing to think about is clarity. When you’re coming up with your story about who you are as a brand, all of the questions about it need to be answered precisely and clearly. When potential clients clearly understand your identity, they won’t have to go through the hassle of additional research.

So, take a good look at your story. Are there any “plot holes”? If so, a brand refresh may be more than needed.

5. Your Offerings Are Changing

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If you’re already an established name in your niche, it’s most likely that your business has grown. You’re offering new products and services, and that’s great! But, something might be off. You’d expect that your current audience connects with them, though the reality isn’t quite like that.

There’s no rule stating that your audience will connect with everything you offer. However, if you see that a certain product or service is gaining traction, see if you can tailor your brand refresh strategy according to it. In this case, a refresh can resonate with your current goals and even boost sales!

6. Your Brand Doesn’t Feel Unique

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Remember those trends I mentioned before? Well, they can be quite tricky!

If you see that something is quite popular at the moment, you may be tempted to implement it in your branding. Still, you may be forgetting one important thing – you’re not the only one who has this idea.

While following trends is recommended, relying solely on them may be bad for business. By doing so, your identity will feel like a deja-vu, and ultimately, inauthentic. That’s the last thing we want, right?

Remember – no matter how much you’re changing, staying true to who you are is crucial. Strive for uniqueness and don’t be afraid of going bold. Sometimes, the riskiest decision can be most effective.

If you notice any of these signs, the time for a brand refresh is now! 

Don’t like doing the grunt work, but want your brand identity to thrive? I’m here for you every step of the way!