Refreshing your Brand

Before autumn sets in, now is a good time to think of fall cleanup, not for your lawn or garden–but for your brand. 

Unless your business has changed its mission, vision and values, which often requires an entire overhaul of your brand, we’re just talking about a refresh. When was the last time you audited your brand? It’s good to do so every five years, and then plan for a refresh every 10 years. Why? Because your brand is your company’s most valuable asset. It has the power to obtain and retain customers and expand your business. It needs to stay relevant and in tune with everything you do…with your current mission, core offerings and goals.

A key component of your brand are its visual elements, such as the logo, color palette, font, graphics, icons, symbols, website and marketing materials. Just like the interiors and exteriors of a space, they deserve intentional thought and good design. These elements should successfully communicate with your target market, and reflect your company’s mission.

What falls under a “refresh”? It could be a tweak to one of your colors, i.e.: moving from a dark blue to a lighter blue, changing some of your graphic symbols, or updating layouts to marketing materials. These are elements that customers may or may not notice (because they are subtle), but overall have a positive response. Never underestimate the power of a small shift in changes to visual elements in something as important as your brand.

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