5 Signs Your Brand Needs a Refresh

We all know stale = no good. But what happens when your brand feels stale? It certainly doesn’t sound like a positive thing, and it’s not something you want to happen to you. Besides, you worked hard to build your brand and get to where you are. However, a key sign of growth is change. A brand needs to constantly evolve to keep up with current trends and consumer needs, and a typical result of that is a refresh. 

So many logos and advertisements are thrown at us daily, making it hard for a brand to stand out among all the rest. It takes quality design, content and a certain sense of brand identity to be seen by consumers. But how do you know when that’s no longer the case, and you need to revisit your strategy? Well, we’re here to help! 
 

 

Brand Refresh vs Rebrand 

But really quickly, before we start, we want to clear up the differences between a brand refresh and a rebrand.

A rebrand is a complete overhaul, down-to-the-studs rebuild. Your core identity and strategy are scrapped and taken back to the drawing board to reinvent your: 

• Brand positioning 

• Brand values 

• Brand guidelines 

• Mission and vision statements 

• Overall visual branding 

You may have the same name, but you don’t have the same appearance once you rebrand, and that’s the whole point. In a brand refresh, however, you are tweaking small details to give your brand an updated, polished, modernized look. These elements could include: 

• Tweaking your current design or logo 

• Updating your slogan 

• Changing your color palette 

• Refreshing marketing materials 

• Using a new font 

Now you may be thinking, “I’m still not sure if my brand needs a refresh.” Ready to jump in? Here are five signs to look out for. 

1. Your Brand Identity Is Visually Inconsistent 

What do nearly all household-name brands have in common? They’re easy to recognize. Take Nike, for example: you see the swoosh and know It’s Nike. The same goes for Coca-Cola with its iconic red color with white script. Becoming a well-known brand doesn’t happen overnight but these brands have nailed down one thing and it’s being visually consistent. 

The visual parts of your brand include: 
 
Your brand's visuals are crucial because, well, it’s the first thing people see. This applies to every way your brand presents itself, whether it’s through social media platforms, your website, graphics, signage, print ads, paid ads...you name it. If these elements are inconsistent, then it’ll only leave your customers confused or unable to recognize you. For a well-established brand identity, get with your team to develop a Brand Guide that is consistent and thorough. Need seasonal ideas? Check out our latest blog on utilizing seasonal elements.  

2. Your Brand Doesn't Reflect Your Values 

You want your brand to be a leader, not a follower. Stick to things that set you apart as a brand and bring your values to the forefront. Copying competitors and mimicking their values will only leave you lost and inauthentic. What matters to you? What value do you want your customers to gain from your brand? These are both crucial questions when it comes to establishing yourself and your image.  
 

3. Your Audience Has Expanded 

One of the coolest parts of contributing to a brand is seeing it grow. It’s rewarding after all the hard work you put in to make it happen! But with a larger audience comes new demographics and bigger responsibilities. Your audience may want to see more from you. Besides, you’re not the same brand that you were when you started. You’ll speak differently to your audience than you did in the past and try new things to evolve further.  

To avoid growing pains, we recommend meeting with your team and developing an action plan to manage your larger audience. Consider fresh campaigns and new ways to target than you did before, or work with new creators! Check out our blog about influencer marketing for some ideas.

4. Your Overall Design Look Is Outdated 

It’s 2022, NOT 2002. Your brand’s design should look fresh and updated versus drabby and outdated, because we’re firm believers in the saying, “just because it worked in the past doesn’t mean it works now.” And sure, your logo may not look like it was created in Microsoft’s “Paint” program but that still doesn’t mean it isn’t due for a refresh. 

Even some of the most recognizable brands update their logos and branding every few years to keep up with modern aesthetics. Take Apple’s logo evolution, for example! Don’t be afraid to add a new element or two to your graphics or introduce a new color.  
 

5. You/Your Audience Doesn’t Know Who You Are 

Sometimes you can start off with a strong mission but then get lost in the sauce. The marketing world is vast, and there are so many opportunities that it can become overwhelming. If you don’t know who you are as a brand and what your goals are, then it’s safe to say your customers won’t have a clue either. Staying true to who you are and what you set out to do is a key part of your brand identity, and sometimes, that mission changes. That’s ok, too! In those situations, rediscovering who your brand is and how you can move forward is the best option. 
 
Ultimately, no one knows your brand better than you do. Even if you’re excelling and everything is going great, you can still incorporate new ideas and take your brand in a different direction. At thunder::tech, we believe in having a close-knit team that consistently works together to find new solutions and innovative ideas. Leaning on your team ALL the time, not just in times of crisis, is the best way to do business.  

You may be thinking, “Man, I want to refresh my brand, but I don’t know where to start.” Hello, nice to meet you! Whether you need full-service help or just some assistance, our team is ready and eager to help you out. Contact us here.