Has your company’s brand served you well so far? Has it got you noticed and even helped you to build up a following? That’s great news, but it doesn’t mean that you can just leave it as it is forever.
Any number of major companies from Google to Coca-Cola have honed and refined their brand over the years, updating it to fit with the times and increase its potential. This is something that you should aim to do too if you want to be as successful as you possibly could be.
Of course, if your brand has served you well, you probably won’t want to change it too much; think about the kind of small changes Google has made to its logo and interface over the years – those are the kinds of small changes you should, ideally be looking to make.
With all that in mind, here are some simple tips to help you update your brand without giving it a complete overhaul:
Update when there’s a change
The most effective way to update your brand and have it work out well in terms of increasing your profits by attracting new people and keeping your old customers onboard is undoubtedly to link the update in your branding to a change in your business.
A good example of this would be Starbucks, who in 2011 gave their branding a little update at exactly the same time they were looking to corner markets other than just coffee. They got rid of the word ‘coffee’ from their logo, and it was good for them because it made people think more about going there for a whole range of snacks and beverages. If you can do the same, then you’re sure to succeed.
Revamp your website
A very simple, and also affordable, way to update your brand is by updating your website as the two are inextricably linked. Using a company like BrandBits.com, who can take your existing content and turn it into a more user-friendly, brand-boosting experience for the user is a great way to do this.
However, even doing something as simple as changing your blog’s template to one that more accurately reflects the direction of your brand could be enough to enhance your reputation – it really all depends on how good your website is now and how much of an ‘update’ you’re giving your brand.
Get rid of any inconsistencies
If there are any inconsistencies in your brand, for example, your website’s logo is different to the one you use on social media or your color palette varies wildly from platform to platform, even just tweaking them so that you send a cohesive message to the customer can make all the difference to your brand by telling a compelling story instead of lots of lacklustre ones.
It can be tempting to go all out and totally transform your brand based on what is ‘in’ right now, but to do so would almost certainly mean a lot of upheavals and it would almost certainly be a big mistake.
You see, trends come and go – you want your brand to be timeless. If you go for the trendy angle, it might win you a handful or extra customers in the moment, but you’ll almost certainly have to update it again in a year or two.
Test new messages
That being said, it is always worth testing out new messages and new ways of presenting your company on and offline if you think that your way of doing things has gotten a little stale.
The key is to focus on what you already do and how you already present yourself and how you can keep doing that, but for new markets, without relying on gone-tomorrow trends. It isn’t easy, that’s why we have brand consultants like https://www.futurebrand.com/. They’ll help you out if you’re stuck.
Simplify your logo
A lot of people, when they start out in business, think that having a really elaborate logo is the way to go – it’ll get them noticed at the very least. This might work in some instances, but for the most part, the simpler the logo, the more appealing it is.
Think of the Nike tick or the Golden Arches of McDonald’s – they’re both so simple, but so utterly recognizable – that’s what you should be aiming for too.
Of course, you don’t want to alienate your existing customers, so try to keep your new logo as close to the old one as possible, while removing some of the busier elements for a fresher, more simplified look.