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Signs It May Be Time to Refresh your Business Identity

Refreshing your business identity

Posted on 06/21/2017 at 08:00 AM

How do you know when you should update your company’s image? And why is it so important to change things up every once in a while? 

Most people know that having a corporate identity is important in maintaining a successful business, but sometimes it can be difficult to realize when a change is in order. Here are a few signs that you may want to re-evaluate your brand’s identity:

There is a big change in the company. 

This could include a new service or product that’s being offered or even one that’s been modified. It also could be because there is a shift in corporate leadership or new business owners. Let people know that there is a change in your company by giving them something new to discover.

Your target audience has changed. 

As your business grows, so will your market. These changes could be brought about through social media, political events, society, technology, and more. Think about what changes can be made to help you to effectively relate and communicate to that new audience. 

Your company values have changed.

A business never remains the same. The world is rapidly changing and your company changes with it. Evaluate whether your core values are the same as they were five, ten, or fifteen years ago. Is what’s important to you now the same as it once was?

People are confused as to what your company does.

Is your logo too vague, or does it completely miss the mark? If you are frequently getting asked about what it is that your company does, then it’s time to consider a change.

Your brand identity isn’t helping you stand out from the crowd. 

How are you showing potential customers that you are exactly what they need? Does your branding communicate that your business is unique and different from the rest of the competition? 

The quality of the branding is poor and/or isn’t up-to-date with the current trends. 

When your branding looks dated, think about what that communicates to your customers. It is important to note that branding is not inclusive to a logo. Your business identity includes your logo, typography, color palettes, etc. While keeping up with trends is important, don’t change in a way that isn’t authentic to your company. Try to create your branding in a way that will be timeless and classic, showing that your business is in it for the long haul.

What will an identity refresh do for you?

Not only will updating your branding make your business feel fresh, but it will also show that you are in tune with the world around you (especially your customers). You will be able to build an emotional connection with your customers while also building loyalty and trust.

If you are considering whether or not your business identity needs a change, the design team at Global Reach is ready to help!

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