Your brand identity is your customer’s first impression of you, and it’s essential to telling your story. And every few years, it could probably use a refresh. Brands don’t come with a set expiration date, so you’ll have to decide when it’s the right time to update your brand. Here are a few signs it might be time.
Your Logo Isn’t Versatile
How adaptable is your logo – does it only fit in one or two contexts? Does it look equally good on printed marketing collateral, on your website and across all your social media properties? What about on mobile and tablet as well as desktop?
If your logo doesn’t look great everywhere, then a redesign can help keep your brand consistent everywhere you reach customers. Ideally, look for a simple, fresh design that looks clean no matter the resolution.
You’ve Outgrown Old Messaging
If your company has gone through changes in the past few years, your old messaging might not have kept up. If you’ve made major changes in terms of the type of insurance you specialize in, your audience and who you market to, the locations you serve or other key factors, you should consider a messaging overhaul.
This can include your tagline, but it’s much broader than that. It also affects your marketing, company vision and mission, and content strategy across all your platforms.
Your Branding Looks Like Your Competition
When you first designed your branding, maybe it was new and innovative. But if you wait too long without changing, others will see what you’re doing and copy it – and suddenly you’ll look around and realize your branding looks like everyone else’s.
If you’ve found yourself in that situation, it’s probably time for a refresh. Look for a color scheme that stands out, messaging that highlights what you do differently, and new and innovative ways to reach your audience.
You No Longer Identify With Your Branding
Your brand identity is supposed to be just that: an identity. If yours no longer fits you – if you no longer feel connected to those values and that purpose, or if it never really articulated what you stand for that well to begin with – it’s definitely time to consider rebranding.
Everyone needs a brand refresh every so often. If you’re not sure, give yourself a brand audit, consider whether your brand still represents your business, and do a competitive analysis to decide whether it’s time for yours.
For additional information, contact Brad Nevins at firstname.lastname@example.org or 707.759.5391