AHAM MEDIA
Eventually, any brand will reach a stage when its appearance stops reflecting where it stands as an enterprise. The problem is that it happens gradually — through a series of slightly out-of-place fliers and logos files — until suddenly the entire brand image is somewhat outdated. Here are five signs that your brand needs an identity refresh.
1.You need to explain your logo to customers
When you spend more time trying to explain what a logo means instead of letting it do its job, you have a good reason to think about a logo refresh. Usually, logos that are old and created for another version of your company contain some visual elements that make it look somewhat outdated, despite the evolution of the actual product or service.
2.Your branding is inconsistent
Do your business cards, Instagram posts, website, and shop signs match each other and create a clear image of your brand? If you have inconsistency in your colors and multiple versions of the logo, your brand has likely grown organically, without any system in place.
3.Your brand positioning was designed for when your business was starting out
Brands developed for companies in their early stages are not always relevant when the business becomes mature, has recurring clients, or expanded its service offering. If your brand identity looks too much like a startup’s while your business is not anymore, it would be good to close this gap.
4.You feel uneasy giving out your business card
This sign is straightforward yet significant. If the act of presenting your business card or pitch deck makes you feel uncomfortable, there might be something wrong with the consistency.
5.Your brand identity does not represent where you are now
As your business evolves, your brand identity must evolve accordingly. Branding refresh is not a matter of following trends — it is about bridging the gap between the look and reality.
What to do about it
Brand redesign doesn’t have to be complete — sometimes it means the total rebranding including new brand identity, new logo and new color system; at other times it means just updating typography and standardizing color usage across all platforms.
In any case, the process starts the same way — with analyzing current strengths and weaknesses of the brand and what it must communicate now.
Thinking about a refresh for your own brand? Explore our Branding services or get in touch — we’re happy to talk through what would help most.