As the kids head back to school and you check their closets to see what they need for the new year, it’s pretty easy to see what clothes they’ve worn out or outgrown that need to be replaced before classes begin. It’s a little different with our brands, which might not show the holes and scuffs of a worn out school uniform. But there are some telltale signs – here are some examples:
###1. People compliment you for having a “retro” brand
This would be great, but you aren’t (intentionally) a retro brand. Your logo, choice of typefaces and colors are just that out of date. If your identity dates back to the days of the BlackBerry, it might be time for a refresh.
###2. Your business has changed
Much like a kid’s old pants that have become too short, you can outgrow your brand. Maybe you are offering new products or services, or have changed strategic direction. Maybe the environment surrounding your business has shifted and you need to change to respond to the marketplace. These are all signs it’s time for a change.
###3. Your brand isn’t original
What aspect of your brand is ownable? What makes you different? If your brand doesn’t inspire the marketplace or represent who you truly are as a company, it won’t act as a catalyst for consumers to choose you. Your brand needs to be a point of differentiation that is reflected in your identity and tone of voice in a way that other brands in your space can’t duplicate.
###4. You’ve lost sight of (or never had) your brand story
How long has it been since you’ve done a deep dive into what your brand stands for, what it means to your key stakeholders and what you aspire to be? Your brand story should be as much about vision and inspiration as it is a guide to your employees and consumers. It must excite, inspire, fulfill and guide.
###5. You are inconsistent
If you take every piece of printed and digital collateral your organization produces, does it look like it comes from the same place? If not, it’s time for a refresh to ensure a consistent look and feel throughout your business units.
If you identified with any of these signs, it might be time to toss out that old brand and refresh for success. What signs tell you it’s time for a rebrand? Let us know on Twitter via @IntrinzicSays.