Whether it’s Uber’s much maligned logo redesign, or Google’s removal of serifs from their logo, a change in your brand also means a change in your customer’s perception of you, for better or for worse.
Despite its associated risks, your brand may very well need a revamp. Here are five signs this is the case:
1. DECLINE IN CONVERSION
If your member acquisition is starting to flat-line, or your member engagement is slowing down, your brand may no longer be resonating with your members. Whether it’s the content or products you offer, or just the way you communicate, it’s time to take a hard look at how your members perceive you.
2. YOUR BRAND JUST LOOKS OUTDATED
Design aesthetics change and consumers can tell if a logo hasn’t been updated in 30, 20 or even 10 years. Besides the “does it look old” test, it’s important to ensure your logo and subsequent brand elements still work in the evolving media space. Not all re-brands need to be encompassing, and in some cases should not be. Evolution is a good thing. Take Coca-Cola, for example. Over the company’s long history, their logo has evolved but always upholds the essence of the brand and remains recognizable to the consumer.
3. YOU CANNOT ARTICULATE WHAT YOUR BRAND STANDS FOR
Can you go to your website and immediately get an idea of who you are and what you stand for? Does your organization pass the click test? Your mission may be stale, and thus requires a revisit every so often to ensure the organization’s purpose is still your focus. If you can no longer clearly articulate what your brand stands for, it’s time for a refresh.
4. CHANGES IN YOUR ENVIRONMENT
Is there an external factor shifting your target’s mindset? For example, global banking firm UBS was forced to reposition themselves after the 2008 financial crisis. This transformation continues today, as they pivot their approach for the digital era. If you do not keep environmental factors in mind, you may find a new organization beats you to it.
5. CHANGES IN INTERNAL STRATEGY OR PRODUCT OFFERINGS
Is your organization changing or adding products? Are you changing the demographic you are targeting? Do your new product offerings ladder up to your old brand positioning? Some organizations are great at adapting to and evolving their business to reflect changing environments and consumer mindsets. It’s critical to also communicate this change to consumers. When CVS made the business decision to no longer sell tobacco products, they spun a brilliant brand story focusing on consumer’s health. They became more than just a retail store; they became a brand that cares through not only their marketing, but their actions.
If you can relate to any of these signs, then embrace the opportunity to critically evaluate your brand. Torture-test your mission statement and purpose, and put them next to your communications: Do they ladder up to each other? Does one clearly convey the other? If any of these answers are “no,” it’s time to embark on a brand refresh.