Why Updating Your Branding is So Important to Staying Relevant

Having a strong brand is essential for standing out in an overcrowded market. It is crucial to remember that your brand is the face of your company, so it is vital to get it right to ensure long-term success. You need to ensure it represents your brand entirely, from values to identity, however, it’s always important to re-evaluate as your business grows and changes over time.?

In this article, we are going to look at why updating your branding is crucial to your business staying relevant, and how it can negatively impact your business if you don’t update as your business grows.?

What is a brand refresh??

In the short term, a brand refresh is a strategic update to a company's branding elements to keep them current, relevant and appealing in a changing market, or to better reflect the company's evolution. Unlike a complete rebranding, which overhauls a brand's identity, a refresh might involve subtle updates to the logo, colour scheme, typography or other visual components.?

Why is brand marketing important?

You may be wondering why brand marketing is so important for your business. The crucial thing to remember is that your brand marketing is the process of promoting your brand to help create awareness of your company and its products or services. Having a strong and clear brand can help to establish your business, as well as create customer loyalty and sales. Well-conducted brand marketing can help to evoke emotions within your intended target audience, helping you to stand out from your competitors, as well as appearing consistent and recognisable.?

So, why do companies refresh their brand?

Brands typically undergo a refresh to stay relevant and competitive in an ever-changing market. As consumer preferences, industry standards and technologies evolve, a brand's visual identity and messaging can become outdated, and this can be detrimental to the overall success of a company. Refreshing a brand helps ensure it remains appealing and still resonates with both existing customers and potential new audiences. A brand refresh or update can also help to strengthen the brand’s image, clarify its values and address any changes in business direction.?

How do you know if your brand needs an update??

So, are there obvious signs that your brand needs a refresh? In many instances, yes. There are some things to be aware of if you think your brand might need a little update. Here are just a few key indicators that things need freshening up.?

Inconsistent branding?

Over time, small changes are usually made to the brand such as tweaks to a logo or a change in brand colour. They may seem like insignificant changes, however, over a period of time your brand identity may become confused or inconsistent. Having an inconsistent brand can lead to a lack of trust from your target audience, as it can create confusion and uncertainty.?

Outdated colours?

The choice of colour palette significantly influences your brand recognition. Indeed, it not only enhances recognition but also shapes your brand's personality. As colour trends continually evolve, updating your brand colours might be necessary to stay relevant to your audience as part of your overall brand refresh strategy.?

Your brand has no impact?

If your brand is no longer making an impact or resonating with your audience, it's likely a sign that your brand needs a refresh. This can invigorate your brand's presence, realign it with current market trends and consumer preferences and help to regain attention and engagement from your target audience.?

Outdated marketing materials?

If your marketing materials haven’t been updated in quite some time, this is a serious indicator that your brand will likely need a refresh sometime soon. Look at your brand elements and assess whether they need or would benefit from having an update.?

Out-of-date brand personality?

If your brand's personality seems outdated, it's a clear sign that your brand needs an update to stay relevant with modern consumer preferences and market dynamics. Updating your brand can revitalise its appeal, ensuring it connects with today's audiences and stays competitive in the rapidly changing market.?

When should your business do a brand refresh and what should it include??

It’s plain and simple when it comes to deciding when the best time is to conduct a brand update. If your current brand isn’t delivering results, feels out of touch or is starting to feel a little dated, then it’s probably time for a refresh. However, this isn’t something that should be done too often as it can leave your target audience feeling confused. Equally, failing to update your brand can be detrimental.?

Brand refreshes and updates typically involve a thorough review of all brand elements such as marketing materials, logo, tone of voice, colour palette and more. This strategic update helps keep the brand relevant and aligned with both market trends and consumer expectations.?

Update your brand with Sherbet Donkey

If your brand is feeling outdated and you have absolutely no idea where to start, don’t stress, let us at Sherbet Donkey do the hard work for you. Here at Sherbz, we have a fantastic team of specialists who can help you transform your online presence by significantly improving your company’s branding. It’s never been easier to improve your branding than with us, so contact us to find out exactly how we can help. It’ll have you wishing you’d been in contact sooner!?