We all make changes to our clothes as the seasons turn, but do you know when it’s time to change your brand’s identity? Do you know how much to change it? Should it be a slight change or a complete redesign? What resonates with your customers? While there’s no specific set of rules to guide the timing of brand changes, there are some key indicators that suggest it’s time for a refresh.

• Have you added a new product or service to your line? — That’s one example of a great time to reassess your brand’s identity and make sure it reflects your new product, including how it fits within your line of products.
• Does your collateral material look dated? — Don’t forget to take a fresh look at images (hairstyles? clothes?) and even wording that can quickly feel outdated.
• Has your company made other changes? — As your company evolves, so should your brand. Your brand should remind your customers that your company is on the cutting edge of your industry.

Let’s take a look at a few examples:

Some companies like Apple, for example, have completely redesigned their logos. In fact, Apple has changed its brand’s identity several times.

Other companies, however, make changes that are more subtle. It can be something small like the shade of a color or a change in the font size, but it’s important to keep a freshness to your brand because it reflects on your company.

Here at Signature Graphics, we know the importance of brand identity. Keeping your brand fresh and appealing shows your customers you care and want their business. Find out how we can help here!
 
Posted by Jesse St. John on 6/25/15