Every successful business will eventually face a rebrand. But recognizing when it’s time to make a change can be difficult when you’re in the thick of it. If you’re confused about whether or not it’s time for a refresh, we've got you covered with these four telltale signs.
Sign #1: Your branding no longer matches your offering
As your business grows, your services or products will evolve as well. But if your brand isn’t evolving with you, it could be negatively impacting your audience’s perception of your business.
When Liz Kelly started Brilliant Ink, her services were based solely around B2B writing and strategy. As the Brilliant Ink team grew, their mission shifted from copy to employee engagement. Today, they have a team of 20 empowered staff and they’re making serious waves in the HR world with their innovative research and engagement strategies. When they hired us in 2015, it was clear their original DIY logo and tagline was no longer representative. We had a blast working with Brilliant Ink to develop bright, warm, and modern brand visuals that continue to tell their story and support their growth.
Sign #2: You want to tap into a new demographic
Identifying your ideal customer is integral to developing your brand successfully. It shapes everything from your font choices to the language you use on social media. If you’re looking to attract a new audience, it’s a good idea to review your brand and marketing strategy and decide whether or not your current tactics are reflecting your desired demographic. Better yet, perform a brand audit to really hone in on what's working and what isn't.
Sign #3: Your brand is confusing your audience
We’ll be the first to admit that a logo can’t tell your brand story alone. Your company name, visuals, and messaging are all key elements. But if you’re getting a lot of confused emails from potential clients, or worse, no queries at all, it might be time to rethink your organization's identity.
Vancouver Orphan Kitten Rescue Association is a non-profit organization dedicated to fostering cats in the Lower Mainland. When they started out in 2000, they only cared for very young, bottle-feeding kittens who had been separated from their mothers. As they grew, they began fostering cats of all ages, and expanding their care services. But their name said otherwise. We pounced on the opportunity to refresh their heavily detailed and dated logo using their more widely-recognized acronym, VOKRA. By dropping the word “kitten” and incorporating a more abstracted cat graphic, we were able to give VOKRA a highly recognizable identity that no longer limits their mission.
Sign #4: You're already planning to redesign your website
Updating your website is a great way to keep your business relevant. But if your brand is dated, a new website isn’t going to keep you on the cutting edge. And just to be clear, when we say “brand”, we're not just talking about your logo. Before investing in a costly web overhaul, take a long hard look at your brand elements as a whole (we’re talking palette, typefaces, icons, photography, illustration, etc), and ask yourself, “is this still us?” If the answer is no, save yourself a whole lot of time and money by addressing the rebrand first.
Rebranding your business can range from minor tweaks to major changes. If one or more of these cues resonate with you, we’d love to connect. We live and breathe branding. Fill out this form to get started!
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