Knowing When to Refresh Your Look: A Guide to Updating Your Business Branding and Logo

Your business’s branding and logo are the face of your company. They are the visual representation of your brand’s personality, values, and mission. A well-crafted logo and branding strategy can make a huge difference in how your customers perceive and interact with your business. However, over time, even the most well-designed logos and branding can become outdated and lose their impact. That’s why it’s crucial to know when it’s time to refresh your branding and logo.

In this guide, we’ll discuss the signs that it’s time to update your branding and logo, steps to refresh your branding and logo, and how to communicate the change to your customers.

Signs that it’s time to update your branding and logo

1. Outdated design – If your logo and branding look like they were designed in a different era, it’s time to refresh. A dated design can make your business look unprofessional and out of touch with current trends.
2. Changes in your target audience – As your target audience changes, so should your branding and logo. For example, if you started out targeting millennials, but now your target audience is more Gen Z, you might need to refresh your branding to stay relevant.
3. Mergers and acquisitions – If your business has undergone a merger or acquisition, it’s essential to update your branding to reflect the new identity and values of your company.
4. Evolution of your business – As your business evolves, your branding and logo should evolve with it. If you’ve pivoted your business or expanded your offerings, it might be time to update your branding to reflect these changes.
5. Negative feedback – If you’ve been receiving negative feedback about your branding or logo, it’s essential to listen and take action. A refresh might be necessary to improve your brand perception.

Steps to refresh your branding and logo

1. Identify your brand’s values and goals – Before refreshing your branding and logo, it’s essential to identify your brand’s values and goals. Your branding should reflect your brand’s personality, values, and mission.
2. Research current trends – Look at current branding and logo trends and see what resonates with your brand. However, it’s important not to jump on every trend but to select those that align with your brand values.
3. Find inspiration – Look for inspiration from other brands in your industry or even outside of it. Identify elements that you like and think will work well with your brand.
4. Work with a professional designer – Work with a professional designer to create a new logo and branding that is modern, professional, and representative of your brand.
5. Test and evaluate – Before finalizing your new branding and logo, test it with focus groups or online surveys to ensure that it resonates with your target audience.

Communicating the change to customers

1. Importance of transparency – It’s essential to be transparent with your customers about the changes to your branding and logo. This helps build trust and keeps your customers informed.
2. Preparing a rollout plan – Develop a rollout plan for your new branding and logo. This includes updating your website, social media, and all other marketing materials.
3. Launching the new branding and logo – Launch your new branding and logo with a bang. Host a launch event or run a social media campaign to promote the new look.
4. Engaging with customers – Engage with your customers and ask for feedback on the new branding and logo. This shows that you value their opinion and helps you refine your brand strategy.

A great example of a successful rebranding and logo is Airbnb – In 2014, Airbnb refreshed its logo to reflect its expansion beyond just short-term rentals. The new logo features a more modern design that represents Airbnb’s mission to create a sense of belonging for everyone.