Every once in a while the time comes when all of us need a bit of a makeover: at some point we all try a new hairstyle; or a new cut of suit; our homes get some renovations (kitchen reno, anyone?) and yes, we also upgrade our cars (Ottawa drivers love those seat warmers!).
It shouldn’t come as a huge surprise when I tell you that your visual brand will also need a makeover at some point.
The challenge lies in knowing exactly when that time is. If only there was some magic timeline to follow! Or better yet, wouldn’t it be great to simply be overcome by a sudden, strong urge to get in touch with your graphic designer?
Unfortunately the warning signs are not that dramatic or easy. There is no actual calendar date to remind you to update your visual brand. There are no guidelines written someplace that tell you “it’s time for your brand refresh!” But don’t despair: I have a list of five items you may wish to keep in mind, as these are strong indicators that your brand image is due for a refresh.
Five sure signs that your business needs a brand refresh:
- Your logo can best be described as ”cute.” It makes people smile (or laugh) and say “Awww, is that a —–(insert some sort of animal here) cartoon?
Let’s face it: the cute factor can only carry you for so long. Eventually your business will grow to a stage where that cute caricature logo no longer serves you-or even becomes an embarrassment.
- Your website hasn’t been updated in ten years. Your homepage is column upon column of never-ending text. Trends in webdesign change dramatically fast these days. Don’t forget that people’s attention spans have also decreased. There’s few folks out there who want to read a novel as they view your website.
- All of your print marketing is extremely text-heavy and -I hate to say this-dull and boring. It could use some re-writing and updating to make it more easy to read. Sure, you wrote the first draft and it did the job. But the years have marched on…and is that lovely essay you wrote still interesting?
- The cute clip art you use in your marketing collateral is no longer relevant. Those cute cartoony images you once enjoyed no longer reflect your success or growth as a business. You’ve outgrown the cute factor. It’s time for professionally designed icons.
- The photographs you use in your marketing collateral are stock photos you now want to avoid. They look stiff, unnatural, and obviously past their due date. If you can tell what year they were taken, based on the models’ hairstyles and clothing, it’s time. Specially if they make you wince or cringe in embarrassment.
Can you see your business in any of the five items above? If the answer is YES, then let’s have a chat about updating your visual brand. Email me to book your consultation at a time that’s convenient for you: firstname.lastname@example.org
For a related post, check out “As a marketing tool, are brochures dead?”