When Should You Update Your Brand Image?

Winter is over. The weather is warming up and the flowers are in bloom. That can only mean one thing. It’s time for some spring cleaning!

And that goes not only for your home and garden but for your business, too.

There’s nothing like a fresh new look to give your brand image a much-needed boost…and attract new customers.

When do you need to do a brand overhaul?

Whether you’ve been in business for two years or twenty, using the same look and logo on your ads and marketing materials can easily get you stuck in the past. That old, outdated look may be reassuring for your regular customers, but it’s not going to do much to attract new business.

There are several good reasons to update your look:

1. It shows that you are keeping up with the times, and your products and/or services are the most up-to-date.

This is especially important if your business relies on trends to stay relevant. Clothing stores, home remodelers, landscapers, etc., all rely on the latest fashions and styles to keep new customers coming in.

2. It helps you to reinforce your relevance within the community.

When existing and prospective customers think about your business, “Oh, that old place” is the last thought you want to pop into their heads. You would much prefer them to think, “Hey, didn’t they just start a new…?” Fresh means new, and new means relevant.

3. It helps to keep your business aligned with your current offerings.

Say you own a camera store. Over the years, the digital revolution has taken over. Gradually you’ve been phasing out film cameras, darkroom supplies and old-fashioned developing. Now you carry digital cameras, 4K video and high-tech imaging equipment. This is definitely the time to refresh your look and even consider a name change — i.e., “Smith Cameras” becomes “Smith Digital Imaging.”

4. It gives your online image a bump.

Search engines (such as Google) are always hungry for new content. New visuals and a refreshed website can generate new excitement in the online marketplace, helping your business to rank higher in SEO.

5. It helps your business stand out among the competition.

It’s especially effective to debut a new look to coincide with the launch of a new menu, expanded services, and so on. This will make your business appear new and essential even in the eyes of your past and current customers.

6. It helps you to follow your audience’s behavior.

Your audience is a moving target. Changing trends and demographics can make your brand, products and services irrelevant to today’s consumer. Refreshing your look and branding keeps your business relevant to existing customers and attracts new ones.

7. You can retain some essential ties to the past.

If your company’s history is one to celebrate, you don’t have to completely scrub all of the old design elements. As a matter of fact, it can be quite effective to preserve some of the old, treasured elements wrapped in a dynamic new design.

On the left is the client’s original brochure. On the right is Strottner’s redesign.

The experts at Strottner Designs can provide you with everything you need to give your business the makeover it needs. Our services include:

• Logo design
• Marketing collateral
• Web design services
• Product launches and relaunches
• Social media campaigns

Contact Strottner Designs today and let us help you refresh your look!