Reflecting on this spring season of renewal got me thinking about how brands can often benefit from a spring awakening of their own. With that in mind, I’ve put together a list of 3 signs that your brand might be in need of a spring-like refresh.
1. It has entered a new season
Have you recently added new services or products to your repertoire? Have you entered a completely new industry? Has your target changed? It’s natural for a company to evolve as it refines its strengths and discovers new passions throughout the years. That’s why it’s important to take a step back from time to time and revisit what your company does, why it’s doing it and whom your ideal target is. Figuring this out will allow you to crystallize your brand identity and determine if any changes are needed.
And, even if your brand strategy still seems to fit like a glove, it’s possible that the visual representation of your brand has lost a little of its luster. Companies like Coca-Cola, Budweiser and Chevrolet realize that making small changes can go a long way towards ensuring that their brands don’t start to look outdated. Just make sure to ground whatever changes you make in your target consumer and a clear identity and your refresh will be successful.
2. Your visual brand assets need pruning
Everyone knows that you can’t be everything to everyone in every industry. Yet, it’s not uncommon to look up one day and realize that brand creep has resulted in your identity growing to include multiple logos, colors and fonts. This lack of focus and clarity all adds up to one thing – a giant headache! Having a simplified, unified and clear brand message is essential. Sure it’s okay to have some versatility in your brand to represent different offerings or platforms (a public relations firm catering to sports teams can have a clear overall sports PR identity while also creating variations for different sports), but consistency, frequency and relevance must be strong for a brand to thrive.
3. It’s in hibernation
Your clients or consumers don’t get as excited as they used to over your brand. The industry often doesn’t think twice about it anymore. Many of your employees have even lost that lovin’ feeling. If your brand lacks fire, everything that follows will fall flat as well. A brand refresh can reignite that passion for your brand and propel your business to new heights.
So go ahead, slip on those gloves, get your hands in the dirt and create something beautiful!
What are the signs you rely on to tell when a brand needs a refresh? Do you have any approaches to refreshing a brand that have worked well for you in the past? I’d love to chat! Connect with me in the comments below.
Stephanie O’Brien is an Associate Project Director at Seed Strategy where she specializes in transforming the nuances of consumer motivation into the foundation for strong, meaningful ideas.