Does your brand need a refresh?

Good branding is perhaps the most important thing for ensuring the success of your business. So when was the last time you took a look at your company’s brand and what message you are sending consumers? While your brand and marketing materials have been successful so far, don’t just assume it must be doing its job and therefore doesn’t need to be refreshed.

The truth is, a refresh is essential to the survival of your business. Why, you ask? One of the simplest reasons is to infuse your business with new vitality – like giving your car a wash. It’s the same car – it just looks brand new and squeaky clean! A few larger, more critical reasons is to ensure that your company image addresses the ever-changing marketplace, and to expand your reach to new customers. Even brands as omnipresent as Microsoft and Apple have had several logo and marketing changes since their inception in the 70’s to match the visuals and content of the times.

So what does a refresh look like? It might look like a new rack card, brochure, or business card. It might look like some tweaks to your logo, or your colors, or your advertisements. It probably, and perhaps most importantly, looks like improvements to your website. Not only visually, but performance in SEO (Search Engine Optimization) – meaning, inserting proper keywords into the content of your site to ensure that your business stays at the top of the search engine results. It’s generally good to revisit your website’s content on a quarterly basis – for both SEO purposes and to make sure things like links and site navigation are still operating correctly.