The new year is the perfect time for business owners to reflect on their brand and evaluate what to improve for the coming year. Is your branding outdated, stale, and in need of a refresh? Having a current and updated image builds trust, sending a message that you are evolving to meet customer needs. It also helps your brand stay relevant and top of mind, which will naturally keep your customers coming back.
Here are a few things to consider if you’re in need of a brand refresh.
Your branding tells the story of who your business is and shows its personality. Is your brand upscale and refined? If so, your logo will be clean and polished, the font you use will be clear and legible, and your messaging and taglines will be formal. On the other hand, if your brand is fun and energetic, your logo will have bright colors, your font will be unique and creative, and your messaging and taglines will be catchy.
These brand identity elements will be some of the first things that your customers see. You want to give them an immediate idea of what they can expect when working with your brand.
For most customers, their very first impression of your brand will be your logo. Make a strong first impression by creating a logo that stands out from your competitors. Choose a font and color palette that will consistently represent the personality of your brand. Remember that certain colors elicit different responses: if your brand is loud and exciting, you may want to consider reds, yellows, and oranges; if your brand is masculine and calm, consider using blues, browns, or grays.
Don’t forget to incorporate a tagline and value proposition as part of your brand identity. Why should your customer choose you over your competitor? Think about the benefits and advantages your customers experience when working with you. Write something catchy and memorable to demonstrate your value.
Now that you’ve created the basics of what your brand looks and feels like, it’s time to show it off with your print materials! Use marketing and sales collateral — like flyers, brochures, postcards, and catalogs — to spread the word about the services you offer. As part of the refresh of your printed materials, make sure you include a clear call to action and information about how to contact you.
Don’t forget to update your stationery, too. Having custom letterhead, notecards, envelopes, and business cards adds a personal touch to your correspondence.
Signs are another great way to display your refreshed branding and draw attention to your business. There are many types of signs that help drive business. To choose the right signage for your brand refresh, think about your company’s end goal.
If you are looking to bring in more customers from the street, try leveraging external signage: channel-lit signs, awnings, cable displays, A-frames, window graphics, yard signs, and vehicle wraps.
If you want to attract interest in new products or services, take advantage of internal signage: wall and floor graphics, hanging banners, pop-up banners, posters, and product displays. These types of signs showcase your branding well and enhance the customer experience when they visit your business.
In addition to your physical materials, your brand should be up to date on your online channels to give you a modern and professional appearance. Both prospective and current customers will look to your website and social media channels for information about your business. Make sure your branding is conveyed consistently across every digital platform to provide your customers with a seamless experience.
During the process of your brand refresh, also make sure your website has these key elements:
Clear description of who you are and the services you offer
Testimonials or case studies to add credibility to the services you offer
Examples of work you’ve provided for your clients
How your customers should get in touch with you (email, phone number, address, and/or links to your social media accounts)
However customers search for your brand, having a consistent presence across all of your digital channels will improve the overall customer experience. Being consistent with your branding ensures your business is easily recognizable and helps maintain customer expectations.
Get Started on Your Brand Refresh
As the new year approaches, now is the time to start thinking about refreshing your brand. Reach out to us today to help build your plan for a fresh start in the year to come.