“How often should we update our logo and marketing materials?”
We hear this question on a weekly basis. It’s a tough question to answer, but only because we cannot provide a hard and fast number of years. While the timeframe will be different for every business, every business can use these guidelines to decide when it is the right time to rebrand:
- Has your focus changed? Maybe you’ve expanded your offering. Maybe you’ve narrowed your target audience. Maybe you’re message has changed. Whatever the reason, if your focus has evolved, your brand needs to evolve as well.
- Are you constantly apologizing for your Website being ”out of date” and making excuses about how you’ll spend some time and money on your Website when it becomes important? The problem with this statement is that people think their Website upkeep should come after they get business, when in fact their Website should come before so it can bring them business.
- Does your logo and business card look like it’s from a decade ago because it was designed a decade ago? It’s time to rebrand!
- Does your logo stand out among your competitor logos? It’s definitely time to rebrand.
- Are people constantly asking what you do because they don’t understand from your logo, tagline, business card, or other materials? It’s definitely time to rebrand!
In today’s society, it’s not enough to just offer the best service and/or product or to spend a ton of money on advertising. You’ve got to have a successful brand that tells your story and engages the right audience. If your brand used to do that and isn’t anymore, or if your brand never did do that, it’s time to consider rebranding.
Stay tuned for next week’s blog, Rebranding, Part II: What Makes a Good Logo.