The start of the new year is a great chance to stop and reflect on business decisions and achievements from the last year as it gives you a chance to find areas of improvement.
When reflecting, it’s worth considering your branding and marketing results from the previous 12 months too. Typically large brands refresh their look around the five to seven year mark (whether that means subtle tweaks or a complete overhaul). Although the initial brand may have been relevant at the time of its creation, businesses grow and change. Your branding might no longer reflect your product, services and even your mission and goals. If you’re unsure whether or not 2022 is the year to refresh your brand, consider the following.
Perception
It’s important to consider how your brand was perceived in 2021. Did you have consumers talking to you about the services you want to focus on? Did they understand you and your brand from the first interaction? If not, it might be time for a refresh or realignment. By reviewing and revitalising your visuals, you can work backwards to assess what your most important services are and how your branding can be altered to better suit those needs. Putting in the time to change assets now means you can maintain relevance for longer. Problems like these don’t go away, they continue to grow.
Competitors
Is your brand differentiating you enough from your competitors? In a crowded marketplace, branding can help you stand out where services cannot. Often in industries where there is a lot of overlap in what competing businesses offer, sometimes the final decision for consumers rests on branding. By refreshing your brand, you can still maintain your established foundation but also innovate and keep things fresh.
Audience
Are you reaching the right audience? If your brand is no longer resonating with your target demographic, your visuals may be in need of revitalising. By modernising your marketing deliverables, you can elevate your brand without creating an entire new identity. By reassessing who your target audience is and what they’re looking for, you can grow and change with them so they will consistently come back to you time after time.