What was the marketplace like then? What technologies were popular? What designs and styles were trending?
Chances are, your answers won’t reflect today’s world. Depending on how long your brand has been around, they may even be so outdated they’re unrecognizable.
The truth is, the world changes daily. Trends come and go, and technology is always evolving.
As such, brands need to evolve too.
Brands need to constantly reflect the world they exist in. They must meet the ever-changing needs of their customers, stand out in the overcrowded marketplace, and mesh with current design and visual trends in order to stay on top.
If they don’t, someone else’s will, and that someone will win customers, make sales and take over the industry, leaving old-hat brands in the dust.
How long has it been since you created your brand? Is it time to reapproach your branding to better conform to today’s trends and technologies? Here are 5 signs it definitely is time:
Your brand is too busy.
Today, minimalism is key. If you have multiple versions of your logo, a dozen graphics and fonts blended together, or too much verbiage, you’re trying too hard. Customers should be able to glean what your brand is about with just one glance. If it takes more than few seconds to process and soak in, it’s time to rebrand and refocus.
Your brand doesn’t say anything.
Is your logo just an obvious, literal translation of what you do? If so, you’re not doing yourself any favors. Think of it this way: If you run an email client, and your brand is simply a picture of an envelope, what are you saying to your customers? Sure, you’re telling them what you do, but you’re not telling them who you are, which ultimately is the goal of branding. Your brand needs to show your personality – the thing that makes your service special and unique.
Your brand looks outdated.
Graphic design technology has improved immensely over the past decade, and you can expect it to continue to for many years in the future. If your branding was created 20 years ago, before Photoshop even existed, chances are it looks outdated. The colors may not be as vibrant, the images may look stale or dull, or the graphics may just scream “1991.” Whatever the faux pas is, have an experienced designer (with updated software and knowledge of current trends) take a stab at reimagining your branding suite. Chances are, you’ll be happy with the results.
Your branding is no longer accurate.
Like everything in life, your brand has probably evolved and changed over the years. Take a look at your branding with a careful eye, and make sure it still falls in line with your organization as it exists today. Do you still offer the services and products pictured/mentioned? Does it still speak to your values as a company? If not, you’ll want to tweak it until it does. Customers can’t get behind a brand with an identity crisis. They want a consistent and reliable one they can count on.
Your brand doesn’t mesh with other collateral.
Did you just launch a brand-new website but slapped your old logo up in the corner? Have a fresh, new tradeshow booth, but you’re still using the same branding and colors as 10 years ago? You want your brand to be consistent across the board, so when you redesign one item, redesign the others too. Make sure all messaging looks like one part of a whole – a cohesive, comprehensive effort that was well planned and thought out from the very beginning.
Have you noticed any of these branding red flags? If so, it may be time for a revamp, and Haley Brand Intelligence’s branding experts are here to help. Contact us today, and we’ll get your brand back on track in no time.