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Things to Consider When Refreshing Your Brand Identity

Is your brand in need of an update? This article explains everything you need to know if you’re considering refreshing your brand identity. One of the biggest mistakes a business owner can make when it comes to their branding and marketing is to put all the focus on themself and their business, instead of their customers.

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Building a brand is anything but easy.

There’s a long list of things to consider, and it can be very overwhelming.

Among many other things, you’ve got to figure out the design of your logo, define your brand identity, and pinpoint your target market.

But if you don’t have a background in marketing, this can all feel like nothing more than a guessing game.

And even if you’ve already done all this stuff to the best of your ability, there are probably a few areas that could use some tweaking.

But where do you start?

What aspects need to be updated?

And what is a brand identity anyway?

If you’re thinking about refreshing your brand, and you find yourself asking these questions, then you’re going to want to keep reading.

Because in this article, I’m going to explain how to update your brand and explore what goes into an effective brand.

Is it the Right Time to Be Refreshing Your Brand?

Before you even think about updating your brand, you need to consider whether it‘s even necessary.

Over the years, I’ve worked with many clients who were never quite sure about their branding, made too many changes, and were left with an ineffective hodgepodge of unrecognizable elements.

So, before you commit to refreshing your brand, you need to think about whether it’s even worth it.

How do you do that?

Well, first of all, you need to consider if your current branding is working for you, and that means you’ve got to ask yourself some questions.

Do people seem confused about what your company does?

Are you getting a deluge of sales, or is the money just barely trickling in?

Have you been able to find qualified leads who actually want what you’re offering, or are you having a tough time trying to find anyone who’s interested?

If you’re not seeing any confusion and having no trouble locating leads and making sales, then your branding is likely working just fine, and there’s no need for an update.

But if people are confused about your company, or you’re having a tough time finding leads and making sales, then refreshing your brand is probably the right decision.

So, before you decide to update your brand, make sure to consider all these aspects.

What Is a Brand Identity?

Before I go too deep into what you need to consider when refreshing your brand, I need to explain what a brand identity is.

For those of you who aren’t sure what this term means, it refers to all the different aspects of your branding, and how your ideal customers relate to those aspects and perceive them.

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Among other things, your brand identity includes:

  • Your logo
  • Your tagline
  • Your brand colors
  • Your brand’s voice and messaging
  • The fonts your brand uses
  • What your brand stands for

This isn’t an exhaustive explanation of everything that goes into a brand identity, but it should give you a better idea of what the term actually means.

What to Consider When Refreshing Your Brand

When a client asks us to revamp their website, help them build their brand, or update their existing brand, the first thing we do is a brand analysis.

This analysis looks at things like the characteristics of the client’s ideal customers, their experience and expertise in their field, what differentiates their business from their competitors, and how they want their brand to be perceived.

Understanding all these aspects is going to allow you to fine-tune your branding so that it speaks to those who are actually interested in what you have to offer.

I’m not going to give everything away, but below, you’ll find a list of several things you should spend some time thinking about if you’re seriously considering refreshing your brand.

Who Is Your Ideal Customer?

Hands down, this is the most important thing to consider when refreshing your brand.

Without defining this, you’re not going to know how to effectively communicate with your target market, and if you don’t know how to do that, your branding could be doomed from the get-go.

So, if you want to define your ideal customer, here are some things to consider:

  • What do they value?
  • Where are they located?
  • How much money do they make?
  • How much education do they have?
  • What demographic(s) do they belong to?
  • What motivates them to give you their business?
  • Do they belong to any particular career level or distinct industry?

There are many more questions you can ask when you’re trying to define your ideal customer, but the ones above should be more than enough to help you understand how this works.

What Differentiates Your Brand from Your Competitors?

After you’ve defined your ideal customers, the next thing you need to do is figure out what differentiates you from the competition.

In marketing speak, this is called your unique selling proposition (USP), which is essentially a definition of why potential customers should choose you instead of one of your competitors.

So, if you want to define your USP, here are some things to consider:

  • What kinds of problems and challenges are your ideal customers facing?
  • How can you help them to overcome these problems and challenges?
  • What is it that allows you to do this better than the competition?
  • Why should someone do business with you instead of them?
  • What are the qualities that make your brand unique?
  • How can you convey all of this in a concise way?
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Are You Focusing on Yourself or Your Customers?

One of the biggest mistakes a business owner can make when it comes to their branding and marketing is to put all the focus on themself and their business, instead of their customers.

Donald Miller discusses this in great detail in his book, Building a StoryBrand, which explains why brands should put the majority of their focus on potential customers, instead of droning on about themselves.

This method highlights potential customers’ problems and pain points, effectively grabs their attention (because you’re talking about them) lets them know that you know what they’re going through and are able to help them solve their problems, and focuses on what they can do with your products and/or services, rather than telling them how great you are (news flash – nobody cares).

So, if you’re the owner of a company that makes lawnmowers, the heading at the top of your home page should say something like Mow Your Lawn with Ease, instead of We Make the World’s Best Lawnmowers.

I know, it sounds like such a simple little change, but in my experience, this method can create incredibly effective branding that speaks to your ideal customers and grabs their attention immediately.

All things considered, refreshing your brand could be one of the best things you ever do for your business.

But remember, before pulling the trigger on a brand update of your own, it’s important to consider if it’s even necessary.

I hope this article has given you greater insight into whether a brand update is right for your business, and what you need to consider if you do choose to refresh your brand.

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(Featured image by geralt via Pixabay)

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Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence. As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.