Brands evolve just like the world around them, and keeping up is essential to staying relevant. But how do you know when it’s time to refresh your brand? Here are five telltale signs that your brand might need a makeover.
1. Your Audience Has Shifted
If your target audience has changed over time but your branding hasn’t, you might be missing opportunities to connect. For instance, Old Spice revitalized its brand when it realized its traditional audience of older men had shifted. By introducing a humorous, edgy campaign, they connected with a younger demographic and boosted their relevance.
If your brand is still playing the same old tune while your audience has moved on, it’s time to adjust. A brand refresh helps you click with who your audience is today—not who they were years ago.
2. Your Visuals Feel Dated
Outdated logos, fonts, or colors can make your brand look stuck in the past. Think of it like fashion—wearing last season’s trends might not resonate in a world that’s already moved on.
Consider Google, which streamlined its logo in 2015 to match modern digital aesthetics. The updated sans-serif font gave the brand a fresh, clean, and contemporary feel while maintaining its iconic identity.
3. You’re Getting Lost in the Crowd
Does your brand blend into the background? If your visuals and messaging don’t stand out, capturing attention in a competitive market is challenging. Burger King’s recent rebranding is a prime example—they embraced bold, nostalgic designs with a modern twist, setting themselves apart and reigniting consumer interest.
A brand refresh can help you step out of the shadows and become the headliner in your industry.
4. Your Values Need to Align with Your Voice
As your business evolves, your values should be clearly captured in your tone of voice and messaging. If your branding doesn’t reflect who you are today, it’s time to align it with your current beliefs, goals, and voice.
Ben & Jerry’s consistently updates its messaging to reflect its growing commitment to social justice and environmental causes. Their branding and campaigns align with their values and voice, making their mission clear to loyal customers.
5. Big Changes Are Happening
Launching new products, entering bigger markets, or making other exciting moves? A brand refresh can signal that you’re ready to embrace these changes and face the future head-on. When Airbnb evolved from a rental platform to a company focused on “belonging anywhere,” its rebranding—complete with a new logo and visual identity—made its mission clear.
The Power of a Refresh
A brand refresh isn’t just about slapping on some fresh paint. It’s about ensuring your brand aligns with your business goals, values, and the people you serve. Done right, it can transform your brand from good to wow.
Have you seen any of these signs with your brand? Let’s explore how to take your branding to the next level.
