Ready to update your brand and refresh your look? First, stop and think. Is it really necessary?
If you’re running a small business, your marketing budget is limited. If you’ve used your current brand for a while, the recognition and goodwill you’ve built up are worth money.
But if your business focus has changed, or your visual brand is dated, you might need to do an update.
So how can you keep the brand recognition you’ve already built up and re-brand your business so it evolves into what it needs to be?
Update Your Tagline First
Writing a new tagline for your business is the easiest branding change of all. Taglines aren’t part of your legal business name, so changing them doesn’t involve a visit to a lawyer, or new checkbook from your bank.
To learn to create a tagline that works, read How to Write a Terrific Tagline.
Remember, keep your tagline to seven-eight words at the most. Summarize what your business offer that makes it different from your competitors. If you’re making a change, incorporate the new offering in your tagline.
How to Update Your Visual Brand
If it’s your visual brand that needs updating, here’s how I recommend you re-brand and retain the goodwill, trust and recognition you already have. Ask yourself this question:
Tackle the one thing that’s most bothersome and leave the rest intact. So, if your color palette looks dated, come up with new colors, but use the same fonts and logo design.
If your logo is terrible, update it, but use the same colors and fonts.
What If Your Whole Brand Needs a Makeover?
What if you’re ready to ditch your whole visual brand and do something else?
This is a tough situation that’s best to avoid if possible, because you’ll have to start building brand recognition from scratch. If you must start fresh, know you’ll have a long, uphill climb, and will need to use all the marketing tips you learn here to establish your new brand.
Remember, branding isn’t all about logos. Your brand encompasses your total customer experience.
In many ways it’s easier (and more tempting) to tweak your logo than it is to redesign your customer experience. If you’re ready to do a brand overhaul, be sure your other brand elements are pulling their weight, too.
Question of the Week
Have you re-branded your business? If so, how did it go for you? Tell me about it in the comments!