7 Signs It’s Time to Refresh Your Small Business’s Branding
It can be difficult for small business owners to recognise when it’s time to invest in refreshing their branding. Here’s a quick and easy guide to help you out.
As we discussed in an earlier blog post, your small business’s branding consists of multiple design elements which represent your small business’s visual identity. Businesses and their visual identities, much like technology, evolve throughout time. Think of how the Starbucks logo has changed over the years – still recognisable but modernised to reflect design trends and convey a contemporary feel.
A small business which started many years ago and has continued to use the same branding will project a different feel to their direct competitor who started later or has regularly refreshed their branding. Knowing when it is time to refresh your small business’s branding can be tricky – you don’t want to spend money unnecessarily or confuse your target market by suddenly unveiling a completely different look. However, you also don’t want customers to bypass your small business for a competitor based on outdated branding.
Let’s take a look at 7 signs that indicate it’s time to invest in refreshing your small business’s branding.
Your small business’s logo has aged like body glitter
The 90s called – they want your branding back. When starting out it can be stressful deciding what to spend money on and small businesses often have a limited budget for branding. This means many small business owners had to use whatever tools they had available to knock together their original logo – whether it was MS Paint, Publisher, or even Word. And that’s fine – we don’t all have multi-million dollar budgets like the international brands. However, if your logo was created using simple software in 1998 then it may be time to consider bringing it into 2021.You focused on trendy low rise jeans instead of the timeless LBD
Your small business had trendy, instead of timeless, branding when launched because that’s what spoke to the market – at that point in time. Unfortunately, trends can go off quicker than a Crazy Frog ringtone and leave you with branding that was once iconic but is now more Razr than iPhone. If this is the case then now is the ideal opportunity to invest in some timeless branding which will project a professional look and serve your small business for years.Memorable like a milkshake in the yard
The branding elements of your small business were once original and instantly recognisable but are now everywhere – which makes it difficult for your small business to stand out. One of the goals of branding is to be memorable. Unfortunately, this can be difficult when a load of your competitors start using the same fonts, colours, and other design elements as your small business. Have a look on your small business’s social media and see whether you frequently spot similar design elements being used by your competitors. If your small business’s branding blends in then it is easy to be forgotten – or worse mistaken for another business!Your products evolved like a Disney Channel progeny
Your small business experienced success which lead to an evolution in your products and services so now your branding doesn’t quite match up with what you offer. You may have started with a FMCG but now produce eco-friendly wares, so the magenta should go and green should be embraced. Alternatively, you started with one product and now offer a large selection – so if your logo features an homage to that one product then you could be missing out on sales of your other products if new customers don’t realise you’re more than a one-trick pony.
Who is she?
Your target market has changed – so should your branding. Your target market may have once worshipped grey, coral, and rose gold, but has since migrated towards earthier tones. Or you may have shifted from selling products to Gen Z instead of millennials. Your branding needs to remain in tune with your target market so it’s worth considering a refresh before you lose that vital connection with customers.
What do you do exactly?
You know those great ideas you think of in the middle of the night which aren’t so shiny in the daylight? The idea you had regarding your small business branding may excite you and look fab, but if your customers have no idea what your small business offers then you could be in a bit of trouble.
Ask yourself: Does your branding clearly convey your goods or services? Will it attract your ideal customer?Cohesion matters
Does your small business’s branding offer a cohesive look, or do you use 6 different fonts across various advertisements? Why is there lime green on a social media post when you use mint green in the brochure? Assess your branding and see whether it provides a cohesive or confusing vibe. Lack of cohesion can impact your small business’s credibility, which can be bad for business in a competitive online space.
If any of the above signs sound like your small business’s branding then now may be the perfect time to undertake a brand refresh. It can be nerve-wracking to unveil a new look, but small businesses that invest in their branding add value to their products and services and often develop a long term connection with customers. Just think of how Disney nailed their branding with their instantly recognisable mouse ears, which alert the audience to what they should expect from a storytelling perspective. That branding the carries over to the merchandise and experiences at the theme parks.
Obviously, it can be difficult to find time to refresh your small business’s branding. This is why working with a professional designer is so important – they remove the stress and headaches by using their experience to offer you a selection of viable options.
So if DIY small business branding sounds too messy or intimidating, please reach out!
We can plan your small business branding refresh without it becoming as convoluted as installing the latest iOS on your iPhone 5.