When was the last time you really looked at your logo? What about your brand colors? Could you name the colors from your primary and secondary brand palettes?
Your brand has a huge impact on the perception customers have of your business. Like really, really huge. I don’t want to understate this, so I’ll just say it one more time: huge. Your brand is not just the design of your logo or the colors and fonts associated with your brand’s name, it’s also about your message, your voice, and how you “act.” Most importantly, though, is your brand is your customer’s perception of the value of your business and it will affect not only how customers interact with you but the kind of customers you attract.
Consumers are more interactive with their brands than ever before and with the rise of social media (pssst, there are over 30 million businesses on Facebook alone), you have to be engaging, authentic, and modern. Basically, you have to be all of the things. But what does this have to do with your branding?
- Color alone influences brand affinity. In fact, 40% of consumers say that the right color can make a brand more attractive.
- 38% of website visitors will bounce (or leave a page right away) if the website layout is unattractive.
- Color improves the recognition of brands by up to 80%!
- Visual presentations are 43% MORE persuasive than non-visual presentations.
There are more stats, but I bet you want to get to that list of signs letting you know that your rebrand is past due. Let’s get to them!
7 Signs It’s Time for a Rebrand
- Your leads are less qualified.
Are your leads becoming less qualified? Are there more people reaching out to you to sell you services rather than buying from you? This may be a sign that things need to change. If your target audience isn’t engaging with your brand, it’s because your brand isn’t appealing to them.
- Your traffic is dwindling.
At Envision, we look at traffic stats month over month, year over year, and quarter over quarter when we report in order to capture trends and find patterns. If your traffic numbers are dwindling in direct and referral—this could be a sign that people are becoming less engaged with your brand.
- Your value proposition has changed.
Not every business stays on the same path from inception to present day.our may have pivoted directions or chosen a different path altogether. If so, does your website, brand, and messaging reflect this? If you were to look at your website with new eyes—does it accurately represent what you currently do? If not, you need to make some changes.
- Your products or services have changed.
If you’ve completely changed the types of products or services you provide, you’ll need to change your branding to reflect that. Are you now serving Enterprise clients instead of SMBs? Has your pricing structure changed? Have you moved to a more creative set of services? Be sure your branding matches your pricing and services. Do some research and see what other brands are doing with their design. These inspirational brands don’t need to be in your industry! Users in certain price ranges expect certain kinds of experiences so make sure you’re giving them what they expect and then some!
- Your look is outdated.
Sometimes, your aesthetic may just be…meh. We’ve had several clients who realized they needed to modernize their brand after they’d begun to miss out on business opportunities they should have been qualified to get. Not sure if your look is outdated? Ask someone outside of the company. Send them a link to the website and ask them what they think when they first look. Is it upbeat or gloomy? Is it vibrant or muted? If there’s ANY Comic Sans, just delete the whole thing.
- Your message is unclear.
“What is it that you do again?” If this is a common refrain heard on your prospecting ventures, it’s time to think about how your message and brand educates (or doesn’t) visitors on what you actually do. When a prospect or customer sees your logo or brand name what you do should come to their minds right away. If it doesn’t, it probably means your message is unclear. This can cause confusion amongst consumers and can hurt your ability to improve your brand awareness.
- You’re undergoing a merger or acquisition.
If your company is merging with another business or buying another business, you may need to change your branding to incorporate whatever it is that they are bringing to the table. These changes are often one of the best times to re-do your branding and bring a new sense of excitement to your employees and your customers.
Re-branding takes a lot of effort: messaging, value props, style guides, logo design, color pallets, patterns, moodboards, website, and social overhauls–the list goes on and on and one. However, it may well be worth it, especially if your current brand is lagging in recognition and the ability to build awareness or trust.
Unsure if your brand needs a refresh or not? Reach out to us and we can take a look!