5 Signs it’s Time for a Brand Refresh   |   July 8, 2013

The M Group Brand PositioningHow do you know when it’s time to refresh your brand? Even the most successful, established companies update their branding from time to time as their market, their products, and style trends fluctuate. A flourishing business in the present moment is no excuse for getting too comfortable with the status quo.

Just to be clear, we’re not advocating that you develop a new logo every five years just for kicks. All decisions should be rooted in a comprehensive brand strategy, and a rebranding effort will look slightly different for every organization. It might call for some tweaks to your logo and an updated color palette, or it might encompass a complete overhaul of not only your visual assets, but your entire brand identity.

Here are five indications it’s time to start thinking about a refresh to better define your brand positioning:

  1. Your branding is outdated.
    Your logo might have been cutting edge in the 90s, but now, it’s anything but sharp, and your organization’s image is suffering as a result. Take an honest look at your visual branding and assess whether it’s moving you forward or holding you back.
  2. Your products or services have changed.
    Is your brand messaging an accurate reflection of who you are and what you offer today, or does it reflect an outdated value proposition? When Apple began to transition from just a computer company to a digital lifestyle brand, the company switched from the name “Apple Computers” to simply “Apple” in order to more clearly articular their current offerings.
  3. Your current branding is inconsistent.
    Maybe you use one version of your logo on your website and another on your business cards. And taglines? You’ve got them in spades. This abundance of options isn’t an asset when it comes to your brand positioning, and is likely confusing your audience, or at least leading them to dismiss you when they can’t easily understand what you offer.
  4. You’re not reaching your target audience
    You might no longer be reaching the people you want because your target market has shifted or aged since your initial branding efforts, or maybe you’ve decided that your products are services are best aimed at a broader or narrower segment of the population. Regardless, rebranding will allow you to reach exactly the people you want.
  5. You’re preparing for growth
    If you’re expecting to see your business increase in the near future, either because of marketing efforts, a new product line, or a merger, it’s a good time to reassess your brand and be sure that it has what it takes to carry our business proudly in to the next phase.

Whether it’s a few tweaks to your color palette, or a total overhaul, be sure you have a strong marketing strategy so that your newly reimagined brand will be effective in reaching your audience, informing them of what you do, and bringing in revenue.

When is the last time you looked critically at your brand assets?